B2B Content Marketing Goes Beyond Social Media
B2B content marketing is thriving. In 2022, 66% of B2B firms intend to raise their budgets for content marketing, according to Statista.
So let me ask you a question. In B2B content marketing, isn’t social media the “marketing” component? Or does content marketing simply entail producing pertinent and beneficial information that you subsequently distribute via your website, email list, and lead generation networks?
B2B content marketing encompasses more than just advertisements, newsletters, blogs, and social media posts.
To take advantage of all that content has to offer, you must develop and put into practice a successful B2B content marketing strategy. Continue reading to find out why this is crucial as well as how to develop a strategy that will enable you to meet your marketing objectives and expand your company.
What is B2B Content Marketing?
B2B content marketing is a powerful and economical strategy to grow your company’s customer base and revenue. According to a recent study, content marketing generates up to three times as many leads while costing 62% less than conventional marketing strategies.
“B2B content marketing” comprises creating and disseminating material designed solely for commercial businesses. It’s a game plan or marketing strategy that makes use of case studies, eBooks, videos, podcasts, blogs, and market research to draw in prospects, engage with them, and generate leads for sales.
The Importance of Having a B2B Content Marketing Strategy
Are you aware that 91% of B2B marketers use content marketing in their overall marketing plan?
Although this is the case, relatively few B2B businesses consider their content marketing initiatives to be successful. Many people think this is because there aren’t many businesses with a well-established B2B content marketing plan in place.
So how can you create an effective B2B content strategy that draws in the relevant decision-makers? Let’s look at the best ways to interact with B2B executives to assure success and differentiate your company from the competition.
5 Steps to Create an Effective B2B Content Marketing Strategy
Not every organization will benefit from content strategy, so it’s crucial to keep that in mind. The market, industry, company model, and brand you are targeting will determine the best plan to use.
These 5 stages might help keep you on the right path while you create or modify your B2B content marketing plan.
1.Get to Know Your Audience
If you don’t know who your audience is, you can’t provide engaging content for them. Even if you believe you have a solid understanding of your target market, it is still worthwhile to go deeper into the facts to make sure the picture you have in your mind is accurate.
You can concentrate on the needs of the audience when developing your content strategy by developing a buyer persona. You may have one or more target audience segments, depending on your niche.
Try to incorporate details like these into your persona
- Demographic factors – age, education, industry, company size, and job seniority are among them.
- Communications – channels via which you can contact the persona (e.g. social media, email)
- Hierarchy – whom someone reports to and what role they have in determining decisions
- Decision drivers – what motivates a person to make a decision.
- Challenges – what prevents them from attaining their business goals
Additionally, given your firm is B2B, it’s useful to understand the types of companies you hope to work with. How large are they? What is their typical budget or profit? What sectors do they work in? You can use these inquiries as a reference while coming up with and creating content.
2.Choose Content Format and Channels
After determining your target market and the different business types, you can think about the channels you’ll be publishing your content on. The most important channels to use for B2B businesses are frequently
- Paid ads
You don’t have to limit yourself to blogs when it comes to B2B content. You can experiment with different formats utilized by B2B marketers to distribute content for marketing reasons, such as
- Blog posts
- Social media postings
- Industry research
- White papers
Do you have content that is popular with your audience? Make use of it! A long-form guide might be motivated by a well-read blog piece. A popular social media post might be developed into a podcast episode.
Repurposing not only enables you to make the most of your content but also results in financial savings.
3.Organize Your Content
You’ve probably heard the adage “If you don’t plan, you plan to fail.” Although it presumably wasn’t originally about B2B content, it still holds true.
There are various steps involved in choosing and developing pertinent topics for your B2B content marketing strategy, and they could resemble these
Examining your earlier content
An overview of your content’s status, issues that haven’t yet been covered by it, and what requires updating, reworking, or consolidation will be provided by a content audit.
Analysis of the competition
A competitor study will demonstrate how you are stacking up against them. This is a terrific chance to learn about new strategies or content features that you can use in addition to seeing how other B2B firms are marketing their products.
Setting marketing and business objectives
Setting up key performance indicators (KPIs) might act as useful benchmarks when you later analyze the performance of your material.
Calendaring your content
If you construct some form of a content calendar, it will be simple to track what content has been produced, what is being worked on, and what needs to be done next.
Brainstorming and doing keyword research
Last but not least, conducting keyword research can reveal the phrases people use to search for your goods or services, allowing you to adjust your calendar accordingly.
4.Create and Promote Your Content
It’s time to start creating the content when you’ve planned and developed your content strategy. You can choose to either produce the content internally or contract it out to a content agency, depending on the size of your team, your budget, and your available resources.
No matter what route you take, give yourself enough time to make sure the work is of the highest caliber. Low-quality content won’t help your readers, and search engine bots might not consider it highly reliable.
Once the content is finished, have a different team member read it to provide comments or identify any mistakes the writer could have overlooked.
There are other ways besides social media to promote your material. For instance, you can use direct outreach to get your content in front of important decision-makers at the businesses you want to partner with. A three-step procedure is as follows
- Make a list of the appropriate decision-makers at the businesses you want to partner with.
- Find these decision-makers contact information.
- Send a succinct email introduction introducing yourself and your work.
5.Measure Leads and Micro Metrics
Teams that provide the most cutting-edge B2B content excel at analytics. You cannot evaluate what is working without data.
The main metrics for a B2B content team to track are as follows
Stats as of today
- The sum of recent posts’ social media impressions
- Number of views for most recent posts
- The sum of conversions for most recent posts (email subscribers, free trial sign-ups, purchases, etc.)
- Number of recent posts’ social media shares
Benchmarks and developments
- Variations in reading time compared to the previous time frame
- Variations in bounce rates compared to the prior time frame
- Comparing the number of active email subscribers to the prior timeframe
The most effective content
- 20 most popular posts, according to views
- Top 20 posts with the most time spent being read
- The top 20 posts in terms of conversions (email subscribers, free trial sign-ups, purchases, etc.)
Make use of these findings to more effectively modify your strategy. For instance, if you discover a piece of content that is getting a lot of views and shares, you may turn it into a series and produce more similar material. Additionally, if a piece of content has conversion rates that are above normal, you might further promote it with paid social ads or sponsored content.
The B2B content marketing industry is indeed very fierce. You’ll waste time and money if you don’t have a clear and comprehensive content marketing strategy. In fact, you might even lose some of your audience—exactly the reverse of what you intended!
Your strategy must be supported by data and research, adapt to the needs of your target market, and guide prospects through the many phases of the customer journey.
It’s time to start prioritizing content marketing for your B2B firm if you haven’t already.
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