The demand for content in marketing is rising exponentially. Research suggests that approximately 80% of B2B marketers have made use of content marketing this year. However, it is found that only 30% of them thought that their efforts are successful. So, even though content marketing is beneficial for businesses, there exists a gap between the planning and the implementation of the techniques. Given below are 6 steps to help you craft and analyze B2B content marketing strategy.
Create a Result-Driven B2B Content Marketing Strategy in These 6 Steps
Develop a strategy
Developing a strategy and defining actionable goals is the very first step to an effective content marketing strategy. Since different stages of content marketing will have different goals, it is important that they can be each distinguished.
You may even consider a mission statement that will help you right from the stage of awareness through to engagement. For instance, during the awareness stage, the focus of metrics is on brand recall, enhancing reach, site visitors, social media and email clicks and so on.
While the strategy moves forward, the focus of the metrics turns to getting leads, increasing sales and so on. This step must be kept in mind even before you start writing content.
Identification of your buyers
A content marketing strategy is futile if you are unaware of your target audience. In order for a strategy to work and fetch you results, you need to make sure that it is meeting the expectations of your targeted market. So, you need to identify your audience. Find out their expectations from your content and the factors motivating them to buy your product or avail your service.
You also need to ascertain the ways and channels through which you interact with your audience. Once you are able to identify your buyers’ persona, it will become easier for you to personalize your content marketing strategy.
In order to get an in-depth understanding of your audience, you can consult your social media and sales team, along with assessing audiences’ information through the list of email subscribers from email marketing campaigns.
Identify and analyze the topics
Coming up with a consistent flow of great ideas for content is easier said than done. However, by analyzing the performance of your past content and the audiences’ reactions, you might be able to generate content ideas.
While creating content, you need to think about the following things:
- The topics that your audience is interested in reading
- The kind of content that can help your target audience in their entire purchasing journey
- The questions that your content is furnishing answers to
- If your content is aligned with the wider strategy and objectives of your company
For the best results, try conducting online surveys and polls to understand what your audience wants to read. Your content may vary from product information to latest industry updates and everything in between.
Irrespective of the subject your content deals with, you need to make sure that it holds immense value for the readers. Without value, your content is nothing and will fail to achieve anything.
Now that you have assessed your analyzed and thought about content ideas, it is time to proceed to the actual creation of content.
For a result-oriented B2B content marketing strategy, you have to ensure the creation of content that holds great value, relevance and also visual appeal. Proper formatting of the content is just as important as the information that your content holds.
To increase your chances of engaging your audience, you can create a mix of content in various formats. Such as articles, blog posts, ebooks, infographics, white papers, GIFs, videos, podcasts, visual quotes and so on. This way you can make sure that your audience retains interest in your content and looks forward to exploring more.
Promote your content
Once you have finished creating the content, it is time to spread the word and make use of every possible channel to promote it. Promotion can be organic, paid or both.
You can make use of social media channels, influencer marketing, SEO, email marketing, paid advertising, boosted social posts, employee promotion, targeted audience and such other tactics to advertise your content. The more you amplify your content, the more chances of user engagement and sales increases.
Assess and optimize
Content marketing is an ongoing process. Since technologies in the digital world are evolving rapidly, it is important that you keep a close eye on your content marketing strategy. And make sure that it is up-to-date.
Continuous optimization of content as per the latest industry standards and technological advancements is the only way to remain relevant and ahead of your competition. Follow the aforementioned steps to create a winning B2B content marketing strategy and achieve maximum ROI for your company.
Do you have a content marketing strategy in place? What steps did you follow? Please feel free to share your suggestions in the comments below.
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Also published on Medium.