Creating an engaging B2B content marketing strategy to target potential business partners is much more different than creating a simple B2C content strategy. One includes creating unique content to target the ones responsible for business decisions while the other includes targeting broad target groups.
Although as many as 80% of B2B marketers said they used content marketing as a strategy, not understanding the difference between B2C and B2B content marketing is a very important reason why many B2B content strategies fail.
As a matter of fact, with the right strategy, you can generate more traffic, improve brand awareness, build trust, and drive more conversions.
We will discuss some of the best practices you can implement to create a more successful content marketing strategy for your B2B business.
Segment Your Email List
Email is the most effective method you can use to engage with your B2B audience. As a matter of fact, more than 50% of B2B marketers agree that email is the most effective and probably the best way to generate online leads.
The secret key to creating a successful email marketing strategy and creating more customized emails is to use email-list segments. With email-list segments, you will be able to create groups in your email list. In other words, you can create targeted emails for each group with customized or personalized messages.
Let’s say you have a list of segments that include the job titles of all of your subscribers. In this case, you can create separate campaigns to target subscribers in different roles at a business company. You will be able to deliver your message and promote your business at the same time.
Blog Posts Are Not Enough
Creating educational and useful ebooks, blog posts, social media content, infographics, and etc. are essential parts of a content marketing strategy. It is also the same strategy that your competition is following.
So, are you smart enough to find another way to make a difference? You need to find the best way to differentiate yourself from the crowd.
Cisco is a well-established tech company that offers manufacturing hardware. Unlike other companies, for example, Google and Apple, Cisco doesn’t sell gadgets or cool devices. The company, however, still managed to attract the world’s attention using a unique content strategy. How?
Easy, by creating a graphic novel to promote its product, information, and technologies in a fun and interesting way.
You need to go beyond just blog posts. You need to use your creativity and come up with something else. Something that will attract visitors’ attention immediately.
Create Unique & Story-Driven Content
One of the biggest mistakes most companies make when creating content for B2B marketing is making an effort to be overly professional. Another mistake is using too much information and technical details in blog posts. Adding unnecessarily complicated information and vocabulary is not the right way to present your products to your audience.
With B2B, you are not targeting companies with your content. You are targeting someone, a real person, who run the businesses. These people are decision-makers and they are tired of reading some boring robotic content. Try to be unique, tell stories, and add a bit of humor.
Intel followed this method. When they created the Creators Project strategy, the company teamed up with creatives and artists to show another world where technology meets art. It is pretty impressive. This strategy not only helped generate brand awareness but allowed the company to stand out from the crowd.
Give Back to The Community
If you try to make your content too attractive or promotional, people will lose the trust they have in your company and you will end up losing the authority. You don’t want this to happen, right?
You need to keep in mind that you are creating B2B content marketing and you are targeting an educated audience who are experts in their niche.
Creating helpful content is the most effective way to build trust and authority. You don’t have to sell your products or services. You need to show how helpful and valuable you can be. It is that simple.
The UX design platform – UXPin has a mission – to inform their potential clients and educate them about the value of UX (User Experience) design. In order to achieve this goal, they created a huge library of books and made all ebooks free to download.
You need to give back to the community. That is the only way you can expect to get something back in return.
Acquire Metrics and Data
When it comes to building a content strategy that delivers effective results. Measuring the content and gathering data is what will help you determine how successful your marketing content strategy becomes over time.
Knowing the ROI of your content tactics, along with which articles or blog posts drive the most attention, which lead magnets generate more traffic, and which emails convert to sales will help you create more unique content to develop a successful marketing strategy.
There are a few useful tools you can use to measure your ROI:
● HubSpot CRM
● Google Analytics
Your B2B content strategy would not be complete without the right persona to target the right group of people through your marketing content. What is even more important – you need to use the right platform to create, as well as, promote your content.
Don’t hesitate to use a few tricks from the content strategies of your business partners or competitors or some successful businesses in your niche.
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