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Why is it important to create a B2B content marketing strategy?
A B2B content marketing strategy is designed to put your company in front of its best customers, position you as a market leader, and solve their problems. Your content should encourage your audience to do business with you, not your competitors. Give your customers a compelling reason to buy beyond features, benefits, and price. Those are not differentiators. They are a basic requirement for market consideration.
A content marketing strategy allows businesses to use deliverables such as case studies, press releases, blogs, videos, social media, market research, and podcasts to name a few – to attract, engage and convert visitors who come to your website.
This strategy is the most cost-effective marketing tool as it supports the business’ long-term objectives such as revenue growth, brand awareness, or lead generation.
So What Exactly is a Content Marketing Strategy?
It is your road map that spells out how content assets are brainstormed, created, published and promoted to meet a particular objective. Doing this well can save you thousands of dollars down in the road in rework since your team is creating from data driven decisions rather than inspiration. Beyond a captivating design that ensures you look professional, carefully crafted messaging plays an even bigger role. Differentiating yourself through messaging means developing messages that emotionally resonate with people rather than just conveying facts. Your message should connect on an emotional level because that’s where decisions are made at the end of the day.
We help you do just that.
An impactful B2B content marketing strategy includes mix of various tactics and deliverables, such as:
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B2B content marketing strategy 101: Important questions to ask first.
- Who are you creating content for?
- What is the problem you are trying to solve?
- What makes your content different than your competitors?
- What keywords will end users search to find your business?
- What type of content would be best to convey your message?
- Do you have a CMS (content management system) to create and publish content?
- How will you reach your customers?
- What are your main KPIs (key performance indicators)?
- Do you have content you can repurpose to start with?
How do you start a B2B content marketing strategy? Here are a few ideas:
- Set goals and benchmarks for success
- Create buyer personas
- Conduct a content audit to identify gaps in your current marketing
- Brainstorm content ideas
- Conduct keywords and identify opportunities for content creation
- Choose the correct type of content for your message
- Create a road map for how you’ll create and manage content
- Leverage your existing sales team and leadership as spokespeople and content creators
- Content promotion and amplification
- Paid advertising, PPC and SEO to create demand generation
- Ensure you have an email marketing program like MailChimp
- Track the performance of your content monthly or quarterly and report on this so you can identify trends
- Save yourself time and start quickly with repurposed content. Webinars make great resources for recycled blogs, social media posts and videos.
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Let us help you deliver the right message to the right people at the right time.
Focus on customers and tell a memorable story that they can relate to. Paint a picture of what life will be like after reps profit from selling your product and end-users rave about value, energy savings, or reduced maintenance costs.
Having great content is not enough. You need to know how to create the right content strategy and articulate the value to the decision-makers.
Capturing the attention of a busy consumer is the pain point of any company. And it’s our biggest strength.
No matter if you’re selling a chiller, VFD or filter, all marketing is ultimately human to human. That’s why authenticity, storytelling, and brand purpose are the ultimate currency in B2B marketing.
