B2B Resource Content

How to Plan Content for Your Resource Center in 5 Steps

by | Jan 7, 2020

Prospects come to your website because they need solutions to their problems. If your business can solve their problems, then you have an opportunity to convert them into customers.

The best way to demonstrate your company’s expertise and competence is to create a resource center filled with evergreen content. It must have content that is relevant and helpful to your customers at every step of the way.

Here are five steps to plan lead-generating content for your resource center:

Step 1: List your customer’s 3 biggest problems

Put yourself in your prospects’ shoes.

Consider how they will arrive in your resource center.

It would probably be because they had a pressing problem (or a few) that’s keeping them up at night.

So go ahead and list the three biggest problems that your customers are experiencing. You may need to dig in and do some research, though. Interviewing some of your past customers would help, even.

Not sure where to find most of your customers? Try looking on social media as long as you use the right platforms.

This is the first key step in planning content for your resource center, because what your customers tell you will guide your entire strategy.

Step 2: Create relevant content

Now that you’ve identified your customers’ problems, you can move on to step two.

It’s time to create resource content that revolves around these problems. Such content can include the following:

The possibilities are endless!

A lead magnet is something that offers your visitors valuable information in exchange for their email addresses. More on this in a bit.

White papers should be marketed to users that are early in the buyer’s journey, because they have an educational purpose. A quality white paper is most likely to resonate with your technically inclined visitors.

Case studies are most effective with prospects that are further along in the buyer’s journey. These prospects are already familiar with the solutions you offer and want to see examples of their real-world applications. Keep in mind that some decision-makers may prefer to read a case study over a white paper.

But don’t blindly write white paper after white paper, or case study after case study, with no end goal in sight. Your resource center should lead back to your blog, and your blog should also lead back to your resource center, so that your B2B content strategy works in synergy with your lead generation efforts.

Step 3: Build an email series

email marketing campaign

If your lead magnet is performing well, you will have a lot of email addresses.

But keep this in mind:

Getting these email addresses is not a license to spam their inboxes with a shotgun marketing approach. That would put you on the fast track to mass unsubscribes.

Instead, a much better approach is to continue to provide value to your email list by doing more of what convinced them to give you their email in the first place. For example, you can point them to other relevant content.

You can also create an autoresponder email series that guides them through the buyer’s journey. Each email in the series should point them back to your resource center (more on that in the next step) or specific blog articles.

Meanwhile, take care not to make these common lead generation mistakes that scare away prospects that would otherwise become your customers.

Step 4: Create an attractive resources page

You want your resource center to be well organized and visually appealing to make it easy for your visitors to find the content they need. A resource page is quite popular with SaaS businesses as well as the broader tech and B2B industry.

Striking while the iron is hot also keeps your prospects moving towards a buying decision. I say this because if, after reading your white paper or case study, the reader forgets about it and moves on to something else, you’ve lost an opportunity to acquire a customer.

For that reason, you should consider inserting a call-to-action (CTA) into your case study. The CTA might offer a strategy call or a free consultation to begin the sales process. Just don’t forget to insert a CTA.

While a CTA that kicks off the sales process may be appropriate in a case study, it would likely be out of place in a white paper, because the white paper is better suited towards educating prospects at the top of the sales funnel.

Step 5: Test and tweak

If you followed the first four steps, you will have a resource center with several pieces of content that can identify your clients’ problems, educate them on potential solutions, and demonstrate your ability to implement these solutions for them.

Even if the first version of your resource center is successful, you should measure your conversions and tweak your headlines and CTA’s accordingly.

A/B testing can give you surprising insights that you might have never anticipated.

Conclusion

By now it should be clear that a top-notch resource center, built as a well-oiled lead generation and sales closing machine, is an excellent investment for your company.

Your prospects need to be convinced that you understand their problems and that you can execute on your solution offers.

Only then will they part with their hard-earned money to purchase your product or service.