Topic: 7 Steps to Successful B2B Content Marketing
B2B (business-to-business) content marketing is challenging because it requires you to appeal to your target market in such a way that you build trust and respect without sounding like an ad.
Here are seven steps to creating B2B content that not only appeals to your target audience but also makes them confident in your expertise and eager to do business with you. Read More About Successful B2B Content Marketing
7 Steps to Successful B2B Content Marketing USA
1) Align your content with the buyer’s journey
Your content should align with the buyer’s journey to be successful. By understanding what your buyer wants and needs at each stage of their journey, you can create content that will help them move through the stages until they reach a purchase decision.
One way to do this is by providing educational content or informative articles on your website. Keep in mind, however, that this doesn’t mean all of your content has to be education-based.
It may be better for some buyers if you produce product-based content like white papers or case studies on how certain products solve common problems faced by potential customers.
In addition, hosting webinars or attending conferences where buyers are present are also great ways to find out more about the buyer’s journey and connect with them before they become prospects.
2) Design your content to be easily shareable
If you want your content to be successful, you need to design it to be easily shareable. That means making sure it’s visually appealing, easy to read, and packed with useful information.
1) Make it Visual – You don’t need a huge graphic or anything fancy. Just make sure there are some images or graphics sprinkled throughout the post. A picture does speak a thousand words!
2) Include Infographics – These are awesome because they’re fast and easy to digest while being very visually pleasing and memorable.
They break down complex topics into bite-sized pieces so readers can understand them better, which is perfect for social media users who tend to scan posts instead of reading them in their entirety.
3) Measure success using data-driven insights
There’s no denying that content marketing can be a great way to reach your target audience and build relationships.
But how do you know if your content marketing efforts are paying off? The answer is data-driven insights.
By tracking things like web traffic, social media engagement, and lead conversion rates, you can get a clear picture of what’s working and what isn’t. Then, you can adjust your strategy accordingly.
- Set up Google Analytics. This will give you the ability to track website traffic and see where your visitors are coming from.
- Use social media monitoring tools. These tools will help you track how often your content is being shared and who is sharing it.
4) Be consistent in content strategy
Creating a content strategy that works for your business can be a challenge, but it’s worth it to take the time to figure out what will work best for you.
Consistency is key when it comes to successful content marketing. You’ll want to develop consistent branding and messaging with your content so that all of your pieces are on-brand and relevant.
You’ll also want to publish new posts regularly – at least once or twice per week.
A recent study found that 73% of marketers said they were most effective at generating leads when publishing four or more blog posts per month.
That being said, don’t forget about quality over quantity!
5) Create an editorial calendar
An editorial calendar is an essential tool for content marketing success. By keeping track of your content ideas, deadlines, and published pieces, you can ensure a consistent flow of fresh, relevant content.
Plus, an editorial calendar can help you measure your successes and plan for future growth.
- Know your audience. Before you can create relevant, targeted content, you need to know who you’re talking about. Who are your buyers? What do they care about? What challenges do they face?
- Set goals and objectives. Once you know your audience, it’s time to set some goals. Does increase lead?
Boost conversions? Identify the KPIs that matter most to your business and develop content strategies accordingly.
You’ll also want to outline your overarching strategy, including how you’ll monitor progress, what channels you’ll use (e.g., blogs vs. social media), where you’ll publish the content (e.g., on your site or third-party sites), and what type of topics will be covered (e.g., product or company news).
- Make it happen! It sounds simple enough – but developing your strategy can be tough!
6) Understand what drives conversions
Before you can create content that will drive conversions, you need to understand what your audience wants and needs.
What are their pain points? What solutions are they looking for? Once you know this, you can create content that speaks directly to their needs and helps lead them down the path to conversion.
From blog posts about new products or services to white papers explaining the ins and outs of a complex topic, there are endless ways you can use content marketing to generate leads.
Your ideal customer profile should be as detailed as possible to make the most informed decisions when creating content.
Make sure that you’re speaking directly to these people’s specific needs and interests so that they’ll connect with it on an emotional level.
7) Always have a plan for each asset you create
No matter what type of content you’re creating, it’s important to have a plan for what you want to achieve with it.
Otherwise, you’re just creating content for the sake of creating content, and that’s not going to help your business succeed
1) Know your goal. What is your desired outcome? Do you want traffic? Leads? Quality backlinks? Whatever it is, write it down and use this as your North Star in the creation process.
2) Identify KPIs (key performance indicators). Which metrics will measure success at different stages of the marketing process (from pre-launch through publication)?
Choose KPIs that align with your goal so they can be used to show progress towards achieving goals.
3) Craft personas. Create customer profiles based on the research you’ve done about who your audience is and how they prefer to interact with your brand. Then build content using these persona archetypes in mind.
4) Conduct audience research. Who are you targeting? Where do they hang out online? How can you reach them there?
Find out how much time people spend reading various types of content on social media or reading email newsletters or blogs, then tailor everything accordingly.
5) Choose a distribution channel strategy (or mix-up strategies!).
6) Get feedback on drafts! Ask someone outside of your company who isn’t too close to the project what they think might work better, then iterate until it does work better!
7) Test before launch!