92% of B2B marketing leaders claim that content plays a critical role in the decision-making process. Whether it is the beginning of a new year or a fresh quarter, trends begin to change and goals start to reset. This is all the more relevant for content marketers. B2B content marketing offers a thousand choices to improve on your project, unfortunately, only a few stand a chance to ace and give exceptional results.
Take a look at the tips on how to improve B2B Content marketing –
- Experiment with a variety of B2B Content marketing formats
61% of content professionals are challenged with knowing what is most important to their audiences. The way we see it, the target audience could be in thousands, however, the preferences could be in millions. Content could be created in a case study or webinar format. Therefore, test a variety of formats to improve engagement.
- Give time to content strategy
High-quality content goes hand in hand with correct strategy development (and adjustment). One must evaluate its strength and creative intelligibility. Know if your ideas are well received and organized well.
- Marketing should be for the audience
Unlike the standard concept surrounding B2B content marketing, it should be about bringing solutions to your target audience than promoting your services and products. You must focus on creating content that accommodates your audience’s preferences. Some might prefer Infographics with stats and charts other might like a light-hearted blog post.
- Consider the different stages of the sales funnel
You would be highly mistaken if you think that direct and active selling is the best way to generate leads in the B2B space. The most effective way is by creating content that attracts your readers to your services or inbound marketing like social media, search engine optimization, and blogging. Each of these platforms is targeted towards people at different stages of the sales funnel.
- Keyword Research
Keyword research is the best way to understand the business. It is only through keyword research you get access to vital information. Apart from the standard yet biggest use- ranking, it will help you phrase your content correctly. Also, it will help you with generating more content ideas.
- Pareto Principle
According to Pareto Principle i.e. the 80/20 rule means that 80% of your content should entertain, enlighten, and inform your audience while only 20%should directly promote your services or products. Unfortunately not all content campaigns excel at the Pareto principle. This implies that lots of businesses are not investing correctly in B2B content marketing strategies. B2B marketers must frame their content strategy according to this principle so that there is high promotional potential in the content itself.
Most businesses forget that even in B2B there should be a connection formed with individuals and potential buyers. You must be able to tell how your brand or product will affect the buyers. This is possible through client stories and testimonials. Testimonials would prove to be profitable for all industries and sectors. Client stories would mean less guesswork and confusion about how your services and business would seem ideal for the client.
- Launch campaigns
The best way to attract an audience is to show your presence and stand out. This implies sharing tricks and tips in a particular niche industry, specifically your clientele’s. For instance, if you are in the marketing department, launch a campaign to teach your readers how to increase sales and grow their businesses. Make sure to include marketing ideas, tips, standard how-to and know (how and who), etc.
- Competitive review
Reviewing your competitors’ B2B content marketing strategy is not solely about comparisons. It’s a great approach to assess industry standards and trends with respect to B2B content marketing strategy. Take a good look at their platforms, content types, and formats. Do they have a theme? Are they following a pattern or setting one? This would certainly help you weigh up your content marketing strategy.
All in all, these strategic tips mentioned above would help you improve B2B content marketing. What do you think? Let us know by sharing your views in the comment section given below.
Sur le(s) auteur(s) :
Mark Blessington a été au service de nombreuses grandes entreprises mondiales en tant que consultant en vente et en marketing. Il a publié quatre livres, plus de 50 articles et des centaines de billets de blog.