A crucial aspect of acquiring new customers for your service or product is getting more people aware of its existence. Regardless of how amazing your service may be, if no one knows about it, no one will buy it.
This is a cold, hard fact about doing business today.
The truth is you don’t have to have the best product out there. What you need is an effective and well-planned B2B content marketing strategy.
Ready to learn the tricks of the trade? If so, keep reading.
Who Are You Creating the Content For?
Have you ever even thought about who you are creating content for?
While you may be able to come up with an answer, is it based on research and data acquired from your actual customer base? Have you identified the challenges they have and made this the focus of your content marketing strategy?
If you put time and effort into doing this, you can create interesting and well-written content. If you fail to do this, you may miss the mark and create something that doesn’t resonate with your audience.
While it may reach people and get views, there is typically no engagement past that initial view or click. Eventually, if your efforts aren’t working, you may halt them altogether. However, if this happens, you are missing out on a huge audience base.
Take some time to learn about your audience, what they are looking for, and the questions they have. Doing this provides you with insight into the type of content you need to create.
How Are You Making Your Content Unique?
Unfortunately, even if you have created a B2B content marketing strategy, there’s no guarantee your content is going to generate views, leads, traction, or sales – at least not until you create something interesting and unique.
It’s great to write blogs, articles eBooks, and more, but if you say the same thing the competition does, your audience won’t receive any value from it.
What’s even more important, though, is that much of the content currently available doesn’t answer the more challenging questions, suit how people are searching, or provide any comparisons.
The responsibility is on your shoulders. You are an expert in your industry, so you can answer questions that your audience is asking. You can also provide comparisons so these question-askers can educate themselves.
The key here is to create content that is significantly better than what is already “out there.”
What Are the Keywords You Are Trying to be Found For?
This is when you get into the technical aspect of creating a B2B content marketing strategy.
If you aren’t familiar with “keywords,” these are the words or the phrases you use to help search engines and searchers find your online content and website.
During the early days of the internet, many website owners littered their sites with keywords trying to use all variations of a single word to ensure their page would be found by search engines and searchers. This is true, regardless of what their intent is.
Today, search engines are much better than they were a decade ago. However, you still need to create a signpost to your content, so it’s found by searchers. This means investing in SEO for your content.
SEO is effective and free. When done properly, it can lead targeted traffic back to your website.
What Content Types Do You Want to Use?
When discussing types of content, this means things like videos, blogs, infographics, case studies, eBooks, and more. You have to decide the kind of content you want to use.
Each option offers pros and cons. How and where you post your content will affect the engagement of your audience. For example, if you create a promotional video and post it on Instagram, it will likely perform much better than a blog post covering the same information and posted on LinkedIn.
Today is the digital era. That means people are looking for video and other consumable media – just think TikTok, Snapchat, and Instagram.
People love to watch things. It is easy and much more engaging.
While reading still has its place, this is often reserved for times when your potential audience has some free time. More often than not, people today don’t have a lot of time to sit down and read the content.
You must often consider how your target audience consumes media. Not only that but where they hang out online.
The B2B content marketing strategy you create should be based on how your audience wants to consume content.
Some of the top-performing content assets include:
- Guest blogs
- Resource pages
- White papers
- Long-form content
In some cases, using a mix of these content types will yield the best results. You have to figure out what your audience is most likely to respond to.
Creating an Effective B2B Content Marketing Strategy: Now You Know
If you are ready to create an effective B2B content marketing strategy that will help you achieve the desired results, keep the information here in mind. Being informed and knowing what considerations must be made will help you choose the best process to follow and use.
If you are ready to generate new leads but unsure if you can handle this process on your own, let our team help. We offer a 15-minute, free introductory call for all potential clients. Our services will help ensure the desired B2B content marketing strategy is created.
Regardless of your business or industry, we are here to help you achieve the leads and growth you are looking for.