Modern B2B Content Marketing Strategy

June 08, 2017

Content Marketing

b2b content marketing strategy

The world of content marketing is big. Unfortunately, business providers struggle with deciding on the perfect B2B content marketing strategy which works.

 

Whether you’re an entrepreneur, a small business owner or a multi-business digital marketing guru, you’ll need to create high-quality, memorable content to remain effective.

 

Let’s look at a budding, steadily growing corporation: The business has a landing page, a social media presence and team of experienced marketers.

 

It does, however, have a problem: Its content isn’t getting leads. Moreover, it’s not attracting visitors. What’s up?

Developing a Strategy 

Before jumping into a content marketing campaign, the company must develop a clear-cut strategy.

 

At every step, content marketing has various objectives.

 

Each objective needs to be distinct, and it needs to have observable expectations and goals. A mission statement helps, as do supporting metrics focusing on reach, brand recall, website visits, social media clicks and email effectiveness. 

Finding the Right Targets 

Likely, the corporation’s targets aren’t being pinned down appropriately.

 

The key to effective content marketing is to be incredibly focused. In 2017, it’s impossible for everyone to succeed.

 

To pull ahead, The corporation needs to focus on one segment at a time. It needs to craft, and promote, its own buyer persona, leading readers—rather than pushing content into them.

 

The targeting stage thrives on several questions. The corporation will need to ask these questions before any target audience is relied upon for sales, work-of-mouth marketing or ongoing sustainability:

  • What does your audience expect from your content?
  • How should you interact with this audience?
  • How does this audience interact with other audiences?
  • What motivates this audience’s buying decisions?

Gaining an Understanding

Next, the corporation needs to pull ahead of today’s content marketers on a contextual level. When anyone can write content, no one is unique.

 

As the business’s next move, it focuses on creating content which resonates with future buyers. To do so, the business’s online marketing team finds out the target market’s motivations, pain points and positioning in the buying process.

 

The corporation also dissects the buyer’s journey, figuring out the areas they’re most likely to get stuck. By finding out his audience’s information needs, a business can find out how to get them unstuck.

Topic Creation

Once the corporation has pinned down its audience’s information needs, it’ll need to create topics based on those needs.

 

By producing the right content at the right time, the growing business can ensure relevancy across multiple audiences. During topic creation, the corporation should ask itself several questions:

  • What topics are useful to buyers at every purchasing stage?
  • What topical news items does the average buyer like?
  • Does this content topic answer the right questions?
  • Will each content topic promote the business’s future goals?

Conversion Goals and Strategy

Once the right audience has been targeted, the business can work on converting it. To turn target buyers into paying customers, a digital marketing team needs to craft a content strategy capable of maximizing conversions from small populations.

 

Conversions should take place in email lists, landing pages and ongoing free trials.

Creating Content 

So, the groundwork is planned out. Now, the business needs to give content to the newly analyzed audience.

 

Great content blends relevance, high-value and visual appeal. So, the corporation’s online content will have information which is relevant to its audience.

 

It will also be formatted for digestibility. Successful content has an accessible length, has infographics, has videos and is formatted for ease of readability.

 

All created content should answer three big questions. We’ll cover them below:

Question One: Who Are You? 

Every aspect of a business’s content should reflect the business as a whole. A corporation is several things. It’s a product, a brand, a culture and an idea. In content marketing, it’s effective to focus on one identity at a time.

Question Two: Who’s the Content Directed Towards?

The corporation can’t reach every audience at once. Once a strategy effectively targets one audience at a time, it starts thriving. All content pieces should understand the ideal reader, their location, their interests, their habits and their daily behaviors.

Question Three: What Will the Content Accomplish? 

Even if the content piece is a trendy newsletter, a multimedia post or a list of facts, it should serve a purpose. Strategic content is memorable, but it also completes an objective. What is the audience searching for? What information will help them?

All About Experimentation 

Understandably, no content strategy is immediately successful. The business will need to experiment with different content, different media clips and different content “amplifiers.”

 

These amplifiers combine trending information, little-known facts and cool videos. If the digital marketing team can spice up content in any way, it’ll need to commit.

A Solid SEO Plan 

Now, the business needs to get involved with external factors. Great content will enthuse readers, but it won’t have visibility if it isn’t marketed correctly.

 

The business will need to enhance its content by adding SEO value. In doing so, it can make sure its content is viewed by its target audience.

 

SEO shouldn’t be restricted to Google’s search pages, either. From social media to email marketing, all external content should utilize SEO effectively. It should also mesh with on-site material. On-site content should go into in-depth detail while using SEO.

 

Meanwhile, any lead-in content should pack keywords naturally and effectively.

Cross-Market Content Promotion 

Finally, the business connects its on-site content with external promotion campaigns. It takes time to analyze and optimize one’s content strategy. It must measure its blog’s performance daily.

 

It must link blog material to social media, paid advertising campaigns, email marketing campaigns, employee promotion programs and paid advertisements.

 

The result is a powerhouse content strategy which is destined for success. That said, success takes time. It also requires constant upkeep.

 

A good B2B content marketing still takes years of effort, but it’ll remain successful as long as it’s worked on consistently.

 

By researching new trends, new keywords and new digital marketing tactics, the business will stay ahead of the game.

 

The problem, for the most part, is taken care of. By measuring its own performance, the business can ensure ongoing success.

 

Again, the world is packed with content marketers. Those who put in extra effort will succeed, in the long run. By enhancing its distribution capabilities, retargeting its audiences as needed and readjusting its goals often, the business can create a moving, memorable content strategy.

 

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Will Cartwright

Will Cartwright

Will specializes in digital marketing and web design with ROI as the determining factor for all decisions. Will makes use of all possible sources of traffic from the web. Focusing also on converting, closing, and nurturing each website visitor.

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