Victor Eduoh

Think beyond awareness and acquisition. Most content strategies end with getting prospects into the sales funnel and nurturing them until they convert. Marketing to existing customers is also crucial. It deserves equal footing in your content strategy, if not more. You need content to continuously engage customers, spotlight champions, and demonstrate other problems existing customers can achieve with your product. In short, it shouldn't surprise you to know that most customers end with the specific features that drew them to sign up for your product. Knowing these, plan and implement post-acquisition plans in your content strategy execution.

Persuasion is subjective. Content that may persuade target audience A won't persuade audience B. Likewise, the more you understand your target audience, down to the very specific ICP and what moves them, the more you can craft content with insights they'd find persuasive.

People read stories to hear and learn from other people's unique experiences. In other words, to see and imagine things from their perspective. That's why having a PoV is so crucial. There's nothing new under the sun. But the sun hits us differently. People don't want to hear that you're under the sun --they're, too, and have seen countless people under the sun. They want to hear how the sun hits you. Little nuances, I know. But that little experience, experienced in your own unique way and shared with a perspective only you can articulate is what people want to hear in your stories. It's your PoV. Share it.

Don't just tell any stories. Tell stories of how your existing customers are overcoming challenges your target ICPs can relate to with your product. Weave this into your content marketing pieces addressing queries those ICPs are researching, not just in stand alone case studies. And show, don't just tell. Show readers your product solving the problems the piece is addressing. This makes it possible for to visualize possible outcomes if they signed up for your product or service. Storytelling is about creating things readers can imagine. The approach I just shared, which I call Product-Led Storytelling, does just that.

Most B2B marketers know the importance of knowing their audience. But in the context of crafting engaging content, the challenge is usually, how? Here's how you can: Go beyond buyer personas and JTBD theories. In short, combine them. Proponents of either rate one over another. I don't see it that way. Buyer personas tell you the demographics of your target reader --i.e., who they are. JTBD reveals their pain points and desired transformations. For B2B content to be engaging you need both. You must create to appeal to who your target reader, while addressing their pain points, and painting a picture of their desired transformations. That's how to craft engaging B2B content. And you achieve that by building ICP StoryScripts.