It’s the time of the year to plan your B2B content marketing strategy for 2020!!
Long gone are the days of radio spots and television ads – but with many people hanging out online, you should shift marketing in a whole direction. It’s hard to find your potential prospects using traditional and outdated methods, especially if you are working in the B2B market.
So, what exactly is B2B content marketing?
B2B content marketing or business to business content marketing is the method of leveraging content to grow your audience and drive leads.
‘CONTENT IS THE KING’ whether it is through social media content, blogs, articles or emails. It allows brands or businesses to engage with potential customers without pitching your products or business. No matter the type of business you own, you can make use of everything from blog posts and case studies to eBooks.
A successful marketing strategy cannot be framed blindly as you need a lot of planning and effort. Of course, your content dominates your overall marketing strategy. Sounds confusing? Well, have no fear. We all have been there once.
In this post, I am giving you seven expert tips to not only leverage your content marketing but to take your business up to the next level. So, let’s dive in…
1. Identify Your Target Audience
As the saying goes, if you’re talking to everyone, you’re talking to no one. Not everybody is your superfan. So the key is to know exactly who would benefit from your business.
Ask yourself these questions:
Where does your target market live?
What do they do for a living?
Are they male or female?
What’s their marital status?
How old are they?
What about their personal values, attitude, interests, goals?
Are they happy or frequently stressed?
This is where you’ll focus on demographics and psychographics of your target audience. What’s important to keep in mind is to be specific and focus on a particular group of people who genuinely have an interest in your business.
2. Share your authentic brand story
We all grew up listening to your grandparent’s bedtime stories…each one of us has experienced the power of stories one or another way.
A compelling story can capture the attention of your audience within a fraction of seconds. Blend genuine, fascinating and inspirational stories to your content marketing campaign.
Don’t limit the possible opportunities in your storytelling. Add creative messages, visuals and emotional experiences to achieve more leads.
That being said, here is an important thing to note: you shouldn’t have to come up with cooked up stories as nobody likes inauthenticity. At the same time, be professional and user-friendly to impress your B2B clients or customers.
3. Leverage the power of video content
Sure you are aware of the influence of video, but are you making the most of it?
It’s no secret that video and content marketing go hand-in-hand thanks to the internet and smartphones. Audiences prefer to consume content that is visually appealing and engaging.
Videos have the potential to take your content marketing efforts to the next level as it is a strong and effective way to convey your marketing message.
It offers an array of opportunities beyond traditional content like facial expressions, tone of voice, music. And that’s what makes it so exciting.
People are more impacted by videos which make your content stand out among competitors. It takes time and effort to create a high-performing video, but when done correctly, you can utilise its potential to the maximum.
4. User experience
User experience is not just limited to products or websites, but it matters to your B2B content marketing strategy as well. Better user experiences result in more conversations.
Your content should inspire people to spend more time on your site and help them find the information, guidance, or motivation they’re looking for. Whether it is blog posts, reports, eBooks, videos, infographics or webinars, you want to optimise it to deliver a positive experience.
Having an effective call to action is important for visitors to fill out a contact form, sign up for a newsletter or read a blog post. CTAs should contain compelling and action-oriented text instead of boring or cliche terms.
5. Publish relevant and informative content
Yes, you can’t ignore the word ‘RELEVANCE’. More relevant your content is, the better it will perform. The only way to get to know what our customers find relevant is to get out and interact with them.
Discover what’s trending and what your audience loves.
Don’t stop there…be enthusiastic about what the future has in store.
Content should be useful so that it can assist your potential prospects or clients to achieve their goals. As your content creates value and positive feelings among the audience, they may develop trust, loyalty and authority very soon.
Social media platforms such as Facebook, Instagram and LinkedIn are great means of sharing valuable, informative and useful content.
Have you noticed some big brands keep consistency in their branding messages at every stage of their customer journey?
Your content marketing is nothing without consistency.
Consistent content campaigns establish your credibility, build your trust and strengthen your reputation.
First of all, you need to develop a content plan to achieve consistency. Next part is scheduling posts to go out at regular intervals (daily, weekly or monthly) to get maximum audience reach. It is great to engage with your customers on a regular basis.
So, start paying attention to the consistency in the quality and quantity of your content.
7. Focus on remarketing
Last but not least, a great piece tip is to utilise content remarketing!
You’ve been creating and publishing tons of content for your brand. Some potential prospects may find your content but leave immediately without digging into it.
Never let people forget your business or brand, your service, message…what you stand out for.
Regaining your visitors’ attention seems a great marketing tactic – they’ve already shown interest in your business and if you retarget them again, it’s likely that they’ll become your clients. Because it’s just a psychological thing that people are more attracted to something they recently saw.
Consider remarketing as an effective tool in your content marketing toolkit.
Hope you have gone through these seven critical elements to consider in your B2B content marketing strategy. Maybe you just need to change a few things or you have to start everything from scratch. Either way, I wish you the best of luck to stay ahead of the curve.