However in the case of B2B content that has

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A handmade feel is not received favorably. When trying to make full-scale use of it, if you are not used to it, it tends to take more time than necessary, and the effectiveness verification tends to be insufficient. There are a wide variety of books and seminars on content marketing, and while they are useful for initial implementation and understanding the overall flow, they are often unable to deal with actual operations or sudden events. Lack of internal resources The second issue is that it takes time to appoint a new dedicated person. The process of selecting the appropriate person to be in charge, and even after the person in charge is decided, requires training and the introduction of a follow-up system, which takes time.

Furthermore, since it takes a certain amount of time for the person in charge Phone Number List to acquire knowledge and skills, the effectiveness of content marketing during that period can be said to be limited. /blog/content-production-selection/ Operation from a long-term perspective Not limited to BtoB, the effects of content marketing cannot be expected in the short term. It is necessary to operate with a long-term perspective. In order to enrich the content, long-term work over time is required. The concern here is that the operation system will depend on the skills of the individual person in charge. If the content becomes individualized, it becomes difficult to provide a stable supply of content. This is because it is affected by the person's personal circumstances such as leaving the company. It is necessary to gradually increase the number of members and increase the number of members who can do and understand.



Key points for success in BtoB content marketing After understanding the benefits and challenges, we will introduce three points on how to achieve results. Setting touchpoints that match your target First, clarify the target of your service or product. By setting a more detailed persona for the target image, it becomes easier to imagine the behavioral psychology of the target. Then, think about how that target will first come into contact with your service or product (=touch point). The main touch points are as follows. If you know exactly what service or product you are looking for Websites and advertisements that hit the top when entering a keyword in a search engine If the service or product is not well known Backlinks from SNS and external sites If you already have some kind of contact with your company Email newsletters, apps, and bookmarks The priority of content and measures will change depending on what touchpoints users choose.