Content Marketing is defined as a strategic marketing effort in any online businesses and services that involves creating and distributing relevant, valuable and consistent content to acquire and retain targeted audience. The ultimate goal of content marketing for B2B companies is to drive profitable customer action.
The ability to continuously produce rich and helpful content for specific audience comes down to productivity. Now more than ever B2B marketers want to improve their content marketing workflow. Great content requires a lot of listening. Great content requires staying current on topics your target audience is interested in. Great content requires measuring performance.
It is vital that company discuss how content marketers can access the most important resources, the process to produce relevant content and do so in an efficient manner. Content marketing effort in B2B is a continuous process in overall marketing strategy.
For many B2B marketers, content marketing plays a major role in selling a complex product, service or solution. But creating content marketing that delivers favorable results is not an easy feat. Developing a better B2B content marketing strategy needs time and double effort that will ensure better and profitable results.
Here are highly suggested tips to create an effective content marketing effort for your business:
Write compelling stories and content for the readers and potential clients.
A content with a fusion of journalism and storytelling can be a winning piece for your website. The content should focus on readers’ pain, happiness, and chances. Products and services are not the key feature on the content, instead drive away from it and focus on the reader’s needs. Along with the content, strong and bold visuals can help to convey the message clearly. Emotions and knowledge should be drawn on the images. Readers these days have short attention span, and images can help capture their attention and can make them stay longer.
With channels like Instagram, Twitter and Facebook putting more focus than ever on photos and visual assets, it’s clear that visuals are leading the way as a huge driver of content. After creating the content, an editorial team should check it for consistency, free from typographical and grammatical errors, and make sure that it can convey the message clearly across the board.
Collect relevant sources that aligns to your goal.
The next goal is to find relevant sources that can help in the research part of content creation. Your resources should be in two lists: List Curation and List Management. In List Curation, sources should be sorted according to its relevancy and importance, on the other hand, List Management helps in assembling the relevant sources and using them in the content. For List Curation, you can look for RSS Readers and Google Drive. List Management includes Twitter Hashtags and Emails.
Create a publishing calendar.
It is important that you have a good timing when posting your content. There should be a schedule and right communications between everyone who collaborate on the content, agreeing on the deadlines and progress of the content. You might consider using Google Drive Spreadsheet to track down deadlines and sharing ideas as well. Another useful tool is Basecamp to establish project-based milestones and reminders. EditFlow plugin for WordPress can help in blog post scheduling, notifications and content review.
Repost viral and relevant articles.
Why is it important? Reposting high-quality articles with permission from the original poster is a good strategy in curating relevant and interesting information valuable to your own set of readers and followers.
It also drive traffic for your website, increasing the volume and variety of content you share on social media accounts. It is most likely that the owner of the content might expose your content as well with their audience. Article reposting also opens new relationships between the original poster and the audience, leading to conversations like affiliate programs and content syndication. Since this is a reposted article, it allows you to use your time wisely on other important B2B content strategies and maintaining the quality and quantity of content for your own website.
Utilize the power of social media.
Social media channels offer an excellent way for businesses to reach out to consumers. A lot businesses have become more present and active on social media these days, the utility of those networks for B2B marketing has grown in parallel. To start using social media, you should dig where other businesses are going or the platform they are using to convey their message across the board. You should also do research on what kind of information they are getting from exposing their products and services on social media community.
Social media can be an important tool in promoting your company, expanding industry contacts and gaining more loyal clients. Remember, social media is more on communication and building relationship. Your first goal is build trust among the people, especially those people who patronize your company. Build a trusted relationship and everything else will follow.
Getting innovative with the B2B content marketing effort is indeed an important factor to make your business successful. In a sea of irrelevant content, it pays to focus on creating valuable and helpful information in today’s client’s influenced and data-driven marketing environment.