With 89% of B2B marketers admitting that they use content marketing, it is quite evident that why people say content is king. Without content, ranking in the search engine to improve your online business visibility is not possible. It is the keyword stuffed content that your SEO specialists uses to rank your website on the top of search results. Out of those who are currently not using content marketing, 52% of them plans to implement content strategy in the future. These figures indicate that content is here to stay.
There is a lot of difference in between the content strategy of B2C and B2B companies. Although both target the same that is to rank in search engine, their area and approach is opposite. Hence, even the strategies they use also differ and this is how it should be also. The need to build an effective content strategy is more for B2B companies as their audience is not the public in general. They have to impress and attract the attention of top officers to increase sales deals.
We have put together some five of the best content strategies that will be helpful if you are a B2B marketer. Let’s have a look:
Create Stories that are Relatable
The most common mistake that businesses do is that they try to create extremely professional content. It’s true that unlike B2C the targeted audience of B2B companies is not the general audience but decision-makers. As a result, businesses think that they should create classy content that C-level executive will find appealing. This is where they go wrong. They fail to acknowledge that the quality of content doesn’t depend on the complicated words or the technical writing styles. It depends on how relevant and useful information one gets from your blog or article.
In their attempt to make their content appear professional, B2B content marketers end up developing robotic content. They don’t understand that decision-makers want unique and informative content. Content that tells a story with a touch of humor and sticking to the relevance is what gains more attention. Hence, B2B content marketers should stop creating complicated content just to make it appear professional. Instead, they should focus on turning content into insights through an engaging representation.
Segment Your Email Database
According to statistics, email list segmentation and personalized messages are the most effective strategies that work wonders. From lead generation to establishing business communication, emails are the favorite channel of marketers. About 77% of B2B marketers alone use email marketing to drive sales. When it comes to building successful email strategy, sending personalized messages to the segmented email list is what grabs attention.
Using email list segments, marketers can create groups specific to demographics such as job title, geography, specialization, etc. Based on these segments, when they send personalized messages, the responses increase. Every section of people have their unique needs and so catering to them individually helps build credibility. Hence, in your 2019’s content strategy, don’t forget to segment your email list first and then develop content accordingly for each segment.
Don’t Just Promote, Try to Add Value
Often, marketers both B2B and B2C go over the board with promotional stuff. The only use of content they make is to promote their products. It may go well with B2C companies, but this strategy is a big no for B2B marketers. In case of B2B content marketing, the audience to target is highly educated ones. They are experts in their field. Hence, targeting them with too much promotional content can lead to a loss of trust.
B2B content marketers must remember that they should build strategies that deliver value. Through their content, they must impart additional and useful knowledge to the audience. And especially when the audience is top officials and decision-makers, paying particular attention to blog content and other formats become critical. Don’t just forcefully sell your products. Filling every campaign with promotional stuff is not a good practice to follow. Creating a resource gallery comprising free to download eBooks, whitepapers, etc. should be in your content strategy this year.
Experiment with Different Forms of Content
A successful content strategy is the one that adopts a comprehensive approach and aligns with the changing trend. Most B2B companies create more blogs posts and hardly experiment with other forms of content. They forget that content is not just about texts, visual content is also an essential part. Creating blogs, articles, eBooks, social media content is not enough. Everyone is doing the same then how will you stand out in the crowd is the real challenge.
More than texts, visual content is now engaging readers. Hence, your B2B content marketing strategy should consider these stats. Don’t limit your content to blog posts only. Develop infographics, video, PPTs, etc. as well. Think out of the box so that you can establish an authority that defines your brand’s message before the audience.
Considering the busy schedule of decision-makers, you can guess that they hardly get time to read long texts. Hence, they too look for exciting and less time-consuming content that they can have a quick look at. For instance, when you need to sight the best examples of content strategy, check out the strategy of leading B2B companies like Cisco.
Refer to Analytics to Measure Performance
It is very crucial to track and measure the performance of your content strategy. Be it any marketing strategy, knowing its effectiveness and productivity is helpful to decide the next step. When you are investing into content marketing, then you should also measure the content in terms of its traffic, responses and leads it is generating.
Every B2B firm aims to leverage content for driving traffic, getting more subscribers and spreading brand awareness. If you seek the same, then, you must not forget to understand the ROI of your content efforts. Using analytics, you can identify which is the winning content that is giving a boost to your business. Based on this understanding, you can develop and plan future content strategies to keep the success momentum going.
You can use some of these analytics tools to measure content ROI such as BuzzSumo, Google Analytics, HubSpot CRM, etc.