B2B content marketing is all about focusing on how to get prospects interested in your product with your content. It certainly seems to be a simple process, but nothing is that simple. Rolling out your content regularly helps drive traffic to your website and it definitely also bring in companies looking for solutions. A lot of companies don’t blog or roll out content because it requires a lot of time and investment. But, is growth really worth risking for not writing or educating the potential customer base? I don’t think so. There are several companies in the B2B content marketing industry and it would be good to add it in your marketing strategy to an extent. Check out the various ways to improve your B2B content marketing strategy:
1. Investing in a motivated storyteller
A company’s content marketing is based on its product/services being offered or the industry it belongs to. But, it is a fact that storytelling in content marketing is professionally one of the best things you can do to your content area. While everyone writes blogs, and is ready to give out information, very few are able to use storytelling properly. And storytelling works better than the text content whether in video or blogging content. So, hiring a person specializing in storytelling to deliver content can be a really great idea.
2. Quality over Quantity
There is a massive rush of blogs and other content uploaded all over the world at a very fast pace. There is more data and content being generated, than the quality of such content. Though it is really important to regularly post, it is just as important to post quality content. Striving to give high quality content will put you ahead of your competitors who’re uploading content regularly without much thought. Moreover, it is especially important to keep your content updated as per the latest trends. Outdated content updated later is as good as poisoning your content marketing. Live videos are taking the world by storm and it is a great idea to start looking into this area for your marketing.
3. Use and create content with a purpose
Knowing the purpose of your content marketing can solve a lot of your marketing problems. If you know why you are posting something and the effects of such content marketing, you’re bound to do better. Not having a clear motive behind the content marketing will make visitors think anything is being posted. This way it will be harder for you to get anyone’s attention towards a single goal. Rolling out content that is helpful to the audience will prove its worth for you rather than merely rolling out promotions. Use the rule of seven to balance your promotional and educational content. In this, post one promotion after seven educational helpful content.
4. Use personalization:
Using personalization to deliver content to your prospects can make your engagement and conversion rates higher. To properly use personalization, you’ll need to use data to perform segmentation of your prospect lists first. This is for effective content marketing. How? Segmentation enables you to know what kind of content will affect a certain crowd. Knowing this makes a huge difference in content marketing. Whether the content is delivered via e-mail or any other source, no one wants to see:
- Content that is irrelevant
- Content that is addressed without personalization
You can also use personalization to design your CTAs and landing pages to increase the conversion rate.
5. Put on live events
According to 67% of B2B marketing professionals, live events are one of their most trusted and tested, effective strategies. Live events let people connect with each other and start generating buzz about your brand. Additionally, you also get to connect and influence both regular customer and new ones. Moreover, a live event is like video content that serves its purpose and can be used afterwards also in several ways. Using specific slices of the recording for marketing can also boost your company’s outreach.
Also, attending an event makes people connect with the company on social media if not earlier. This is because of course they’ve shown enough interest to attend it in the first place. And, after attending and coming to know more about the company services and products in such an impactful way raises inquisitiveness. Using a hashtag to track the event after and during can also help create brand awareness as well as making everything easier to monitor.
6. Promote your content
Well after learning and implementing so much about content creation and delivery, one has to be able to master the promotion part. You want it seen by as much audience and possible repetitively to generate buzz. Here are some social media channels to use it
- Influencer marketing:
- Email marketing
- Social media
- Paid services
You can read more about this in our blog: ‘10 Effective Marketing Tips for Tech Startups’.
7. Testing Everything
Using analytic tools like Google Analytics and even testing tools can help you k now what and how to improve. A/B testing your pages, content timing, landing pages can help a great deal in revenue generation. Use various kinds of content to see what works best with the audience in your niche. More importantly, keep your content as personalized as your testing suggests. The least you can do is being aware of such options in the first place. Afterwards, make sure that it suits to your needs. Innovate and see where such options get you.
B2B marketing isn’t a piece of cake. But, it is worth the time and effort you put into content marketing. This is for brand awareness and loyal customers. Generating content is as important as maintaining the quality and there should be a great balance of both of these. Keep on evolving with the way search engines rank your content and what works best. Because, in the end it matters who is (metaphorically) generating water or gold.
I am a freelance writer and a photographer who loves to learn and dabble in everything. I am from an IT background but tilt more towards arts and nature as much as IT and everything associated.
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