If you're like most business-to-business (B2B) marketers, you're always on the lookout for new and better ways to create content that engages your customers and prospects. If you're looking for some fresh ideas, you've come to the right place. In this blog post, we'll share ten of our favorite B2B content marketing best practices and tips. So read on — and start creating content that connects with your customers and helps your business grow!
What Is B2B Content Marketing?
B2B content marketing focuses on creating relationships between businesses. The key to developing these relationships is creating fascinating and valuable content for your target audience. After all, if you can't capture their attention, you can't make a connection.
So what exactly is B2B content marketing?
Essentially, a B2B content marketing strategy includes any type of content (including blogs, articles, e-books, infographics, videos, etc.) that's created and distributed to build relationships with other businesses. The aim is to provide value that will help the other company — whether by providing insights, solving problems or simply entertaining.
If done well, B2B content marketing can be an important tool. Not only can it help you build relationships with other businesses, but it can also generate leads, drive traffic to your website and even close sales. In other words, it's well worth the effort!
10 Tips for a B2B Content Strategy
B2B content marketing is one of the most critical facets of any inbound marketing strategy. Without great content, you can't expect to attract and convert customers. Here are ten B2B content marketing tips and tricks for creating unique content:
1. Know Your Audience to Inform Your Brand Identity
No matter how great your product is, it won't sell itself. You need to know who your target market is and what they want. Only then can you create a brand identity and marketing strategy that will resonate with them. Fortunately, buyer research has never been more accessible. A wealth of resources is at your disposal, from online surveys to focus groups to help you develop your buyer personas. For companies just starting out on creating personas, we recommend involving sales and product to gain insights into client feedback. Customer surveys can also be a valuable tool in gaining insight into how customers think.
By taking the time to understand your audience, you'll be in a better position to find the right brand identity for your product. And that's the first step to success in the cutthroat business world.
2. Build a Content Strategy
A solid content strategy is essential for any business that wants to get ahead in today's digital world. But how do you go about creating a great strategy?
Conduct a content audit and develop a plan.
A content audit helps you take stock of the type of content you have, identify any gaps and develop a plan to fill those gaps.
Brainstorm ideas for new content.
If you're feeling stuck, try thinking outside the box — what type of content could you create that would resonate with your audience?
Document your strategy.
Once you have a few ideas, it's time to start documenting your strategy. What platforms will you use to showcase your content? How often will you post? What type of tone will you use? Answering these questions will help to ensure that your content strategy is cohesive and effective.
Don't be afraid to experiment.
Trying out new platforms and experimenting with different types of content can help you find what resonates best with your audience. And who knows — you might just stumble upon the next big thing!
3. Establish Goals
If you don't know where you're going, any road will take you there. This quote is often attributed to Lewis Carroll, but it could just as easily apply to businesses that don't have a clear sense of their goals.
To build a budget that works for your organization, you need to establish your priorities. What are you trying to achieve? Once you have a clear sense of your goal, you can start to figure out what content strategies you will need to use to reach it.
- Common goals for B2B marketers include:
- Brand awareness
- Brand recall
- Lead generation
- Engagement
If your goal is to increase brand awareness, for example, then you will need to focus on strategies that will help you reach a wider audience. But if your goal is for your content marketing efforts to generate more leads, then you will need to focus on strategies that will help you convert more visitors into leads.
By establishing your goals upfront, you can save yourself a lot of time and money by ensuring that your content marketing efforts are aligned with your business priorities.
4. Track Important Metrics
As any good marketer knows, tracking is key to meeting goals. Without proper tracking, it's impossible to know what's working and what isn't. Different marketers use different tracking systems and tools, but the bottom line is that they all serve the same purpose: to help you better understand your audience and achieve your objectives.
Before you can start devising a plan to improve your content strategy, you need to take a step back and assess what you already have. This process is known as a content audit and involves taking inventory of all your existing content and evaluating its strengths and weaknesses. By conducting a content audit, you can get a clear picture of what's working well and where there are opportunities for improvement.
Once you have a solid understanding of your content, you can start setting KPIs (key performance indicators). These are short-term business metrics that can be useful when shared with the whole executive team. However, KPIs should relate to the original goals. For example: Leads generated is not necessarily the best metric for a brand awareness campaign. Instead, brand awareness surveys would be a better indicator if the general population knows your company.
5. Diversify Your Content
As any savvy business owner knows, extending reach is essential to success. After all, there’s no use in having the best product or service if no one knows about it. Diversifying your content is essential to keeping your audience engaged. By expanding your content formats, you can deliver your message in a variety of ways that are quick, captivating and informative.
Here are just a few ways you could begin diversifying:
Blogs:
Blogs are an excellent way to connect with potential customers and build your brand. Plus, they’re easy to create. When creating a blog, it’s important to create a B2B blog content strategy to ensure your team is regularly posting. Material that cannot be produced in house can be supplemented with licensed or outsourced content.
Videos:
If you’re looking for an even bigger reach, don’t forget about videos. Videos are essential to marketing success in the modern world. They’re highly shareable and. give you a chance to show off your products or services in a creative way.
Industry news:
Journalism in content marketing is a great strategy for building strong relationships with consumers. To help companies stay on the cutting edge, consider licensing industry insights. These can help executives make better decisions, making you a valuable resource.
Emails and Newsletters:
B2B emails can be a great way to connect with audiences. These can be a great tool for engaging customers and prospects.Your team can use curated newsletters to share industry news or highlight new white papers and webinars. Consider segmenting lists based on personas for the best results.
Licensed content:
Licensed content is another way to provide valuable insights into the inner workings of your business. It can help you understand your customers’ needs and wants, and it can give you an edge over your competition.
By diversifying your content, you can ensure that your audience always has something new and relevant to read, watch or listen to.
6. Leverage Storytelling
What do Apple, Nike and Warby Parker all have in common? They're all excellent storytellers. And that's no coincidence — businesses that leverage the power of storytelling are more likely to forge a strong emotional connection with their consumers. After all, stories are how we make sense of the world. They help us to understand complex ideas and emotions, and they stick with us long after the initial experience.
Businesses that focus on telling great stories can reap massive rewards. Not only will customers be more likely to remember the business, but they'll also be more likely to form a positive emotional attachment to it. And that's worth its weight in gold.
But what makes a good story?
Make relatable content.
First and foremost, your story should be relatable. It should speak to the experiences and concerns of your target audience.
Create high quality content.
Your tale should also be memorable, offering an emotional connection that lasts long after the initial encounter.
Use actionable content.
Finally, a good story should have a strong call to action, motivating your audience to take the next step in their journey with your brand.
By crafting relatable, emotional and actionable stories, you can create deeper connections with your consumers and build the foundation for a lasting relationship.
7. Provide Value
When it comes to content, we all know that quality trumps quantity. But what exactly is quality content? Simply put, quality content provides value to your audience. So how can you make sure your content is valuable?
Make sure your content is research driven.
This means basing your content on facts and data rather than opinions or assumptions. If you can back up your claims with hard evidence, you'll instantly make your content more valuable.
Tap into the expertise of your in-house team.
If you have thought leaders or subject matter experts on your staff, don't be afraid to showcase their knowledge in your content. This will not only add value for your readers, but it will also help position your brand as an authority in your industry.
Be consistent with your content publishing schedule.
Staying consistent shows that you're committed to delivering quality content on a regular basis, which your audience will definitely appreciate.
8. Create a Content Calendar
Launching a successful content marketing strategy can often feel like herding cats. There are so many moving parts, making it difficult to keep track of everything. That's where a content calendar comes in. If you take the time to sit down and plan out your content in advance, you’ll save yourself a lot of headaches down the road. In fact, 62% of the most successful companies in content marketing document their strategy. Only 11% of the least successful have a documented strategy in place.
Here's how to get started:
Start by brainstorming a list of potential topics.
This can be anything from hot trends in your industry to evergreen topics that will always be relevant.
Map out when you want to publish each piece of content.
Keep in mind things like holidays and seasonal trends that might impact your audience's interests.
Start creating!
Remember to keep your audience top of mind as you write and try to mix up the types of content you create to keep things interesting.
9. Target the Entire Marketing Funnel
When it comes to creating content, it's important to remember that not all audiences have the same wants or desires. Certain audiences may not know which solution they are looking for, while others may be more ready to make a purchase. The key is to segment your audience and tailor your content accordingly.
A marketing funnel is a tried-and-true framework for leading potential customers toward a purchase. A content marketing funnel can help you map out the journey that your target audience takes as they move from being unaware of your product or service to becoming paying customers.
To get the most out of your content marketing, you need to target every stage of the funnel. That means creating content that will generate brand awareness and interest (top of the funnel), generate leads (middle of the funnel) and convert customers (bottom of the funnel). Segmenting your content by audience will help you stay organized and make sure you're not neglecting any key prospects.
How do you segment your content to reach the right audience at the right time?
Generate interest with your audience.
First, create content that will generate interest and create a need in your target audience. For example, let's say you're selling a new line of cosmetics. To generate interest, you might start by writing a blog post titled "5 Makeup Trends That Will Be Huge This Fall." This post would be aimed at teenage girls and young women who are interested in fashion and beauty.
Showcase your offerings.
Once you have their attention, you can then provide more detailed information to help them to understand your offerings and compare it to other options. Returning to the previous example, once you've captured their attention, you can provide more detailed information about your product, such as a step-by-step guide on how to achieve the perfect smokey eye using your shadow and liner.
Feature a CTA.
Finally, close the sale by providing a call to action that encourages your target audience to make a purchase or convert. This could include a recommendation to download a gated asset or request a demo.
By segmenting your content in this way, you can ensure that you’re targeting the entire marketing funnel, leading to better results in the long run!
10. Don’t Make Assumptions
There's an old saying that goes, "Assumptions are the mother of all mess-ups." And when it comes to marketing, that couldn't be truer. Although a platform or channel might not have been successful in the past, that doesn't mean it won't be successful in the future. The only way to know for sure is to test it out.
For example, you might assume that Facebook wouldn't be a successful place to target B2B buyers, but if millennials are your key demographic, 77% of them are using it daily. So don't make assumptions about what will and won't work — always do your research before writing off new methods.
The Importance of a B2B Marketing Strategy
As any savvy business owner knows, growth is essential for survival. But to grow, you need a targeted marketing strategy that considers the unique needs of your business.
It’s vital to develop a long-term B2B marketing strategy that takes into account the unique characteristics of your business. Only then can you create a plan that will drive growth and ensure your long-term success. A good B2B content marketing strategy will:
1. Build Awareness
Before you start selling its products or services, you first need to cultivate awareness among potential clients. By creating and distributing high quality content, you can introduce yourself to a wider audience and start to build those relationships that will prove essential for your success.
Of course, your B2B marketing strategy is about more than just creating and developing content. It also needs to consider the specific needs of businesses and their decision-makers. After all, businesses don't buy products or services; people do. If you want your B2B marketing strategy to be successful, you need to create content that resonates with your target audience and helps them solve their problems.
2. Generate Leads
One of the main objectives of any marketing strategy is, of course, to generate leads. And while there are a number of ways to go about this — from online ads to attending trade shows — content marketing has consistently proven to be a valuable tool. As such, it's an excellent way to reach out to potential customers who may be interested in your product or service.
Once you've generated leads, you can then focus on converting them into paying customers. But that's a topic for another day. For now, a B2B marketing strategy is an excellent way to get your business noticed by other businesses and should be a key component of your overall marketing plan.
3. Drive Traffic
B2B marketing is not for the faint of heart. It takes a brave soul to tackle this type of business. But, if you're up for the challenge, it can be very rewarding. After all, what's more gratifying than being able to proudly say, "I helped my company increase sales by X%"?
If that's not enough motivation, consider this: A well-executed B2B marketing strategy can also drive traffic to your website or blog. And, as we all know, traffic is the lifeblood of the internet. So, if you're looking to increase traffic to your site, a B2B marketing strategy is a great place to start.
4. Build Relationships
If you want to be successful in business, it's not enough to simply be the best at what you do. You also need to be able to market your products and services effectively. And while there are many different marketing strategies out there, one of the most effective is B2B marketing.
B2B marketing is all about building relationships with others in your industry. By establishing yourself as an expert in your field, you'll earn the respect of your peers and customers alike. And when you have the respect of your competitors, they'll be more likely to do business with you.
If you're looking for a way to take your business to the next level, consider adopting a B2B marketing strategy. It could very well be the key to your success.
5. Establish Your Brand as a Thought Leader
Establishing your brand as a thought leader can be a daunting task. After all, there are already so many experts out there vying for attention. However, with a well-executed B2B marketing strategy, you can set yourself apart from the rest and position your brand as a trusted source of information.
Create high quality content.
Start by creating high quality content that is relevant to your target audience.
Promote your content.
Use social media and other channels to promote your content and get it in front of the right people.
Work with thought leaders.
Consider developing partnerships with other thought leaders in your industry. By collaborating with others, you cannot only broaden your reach but also build relationships with influencers who can help to legitimize your brand.
License content.
Content from thought leaders can also be licensed through reputable publications.
With a little effort, you can establish your brand as a leading voice in your industry.
Final Thoughts
Looking back on the history of content marketing, there's one thing we're sure of: It's been a wild ride! We've tried everything from blog posts to infographics to videos, and we're always looking for new ways to reach our audience. But despite all the new techniques, one thing remains clear: The best way to succeed in content marketing is to keep expanding and growing your strategy.
There's no shortage of content out there. But the question is, where can you find quality content that aligns with your unique marketing strategy? NYTLicensing is your one-stop shop for all your content needs. We've got a team of experienced editors and content strategists who know how to help you craft engaging content strategies that will resonate with your audience. And because we're a licensed provider, you can be confident that all our content is 100% legal and compliant with copyright law.
