B2B content marketing is the process of creating and distributing content that is relevant to your target audience with the goal of driving profitable customer action.
In order to be successful with B2B content marketing, you need to have a solid understanding of your audience, create content that is valuable and interesting to them, and promote your content through the appropriate channels. Let’s take a more detailed look at each of these elements.
The first step to create a successful B2B content marketing strategy is understanding your audience.
Once you understand who your target market is, you can create content that resonates with them. After all, the whole point of B2B content marketing is to create relationships with your audience—and you can’t do that if you don’t know who they are.
The second step is creating buyer personas. Buyer personas are fictional representations of your ideal customers based on real data and market research. They help you understand your target audience so you can create more effective content.
The third step is to figure out what kind of content will be most effective in reaching your target audience. Will they respond better to blog posts, infographics, eBooks, or something else? again, this comes back to knowing your audience and understanding what kind of content will resonate with them.
Once you’ve figured out those three things, you’re ready to start creating some great B2B content!
But before you start cranking out blog post after blog post, there’s one more important thing to keep in mind: SEO. Search Engine Optimization should be a key component of any B2B content marketing strategy. After all, what good is great content if no one can find it?
There are a few different ways to optimize your B2B content for SEO.
First, make sure you’re doing keyword research so you can identify which keywords your target audience is searching for—and then use those keywords throughout your content. Second, optimize your titles and meta descriptions so that they accurately reflect the topic of your article and contain the relevant keywords. And last but not least, make sure your website is mobile-friendly and loads quickly; both are factors that Google takes into account when ranking websites in its search results.
Think of it this way: content marketing is using content to market your business. That means creating helpful blog posts, infographics, eBooks, guides, and more — anything that potential customers will find valuable.
And the best part?
Unlike traditional “outbound” marketing techniques like advertising or print collateral, with content marketing, you never have to worry about interrupting your audience or commanding their attention; if you produce great content, they’ll come to you. Here are four tips for doing B2B content marketing the right way.
How to do B2B Content Marketing?
Plan Your Approach
The first step in any good content marketing strategy is developing an editorial calendar. An editorial calendar is basically a road map for your content; it outlines what topics you’ll cover and when you’ll cover them.
Having an editorial calendar ensures that your content is timely and relevant — two essential qualities if you want to capture (and keep) your audience’s attention. Not sure how to get started? Check out our guide to planning your content marketing strategy.
Create Compelling Content
If you want people to read (and share) your content, it needs to be compelling. That means writing headlines that pack a punch and providing valuable information that your audience will actually find useful. Every piece of content you create should have a specific purpose; whether that’s generating leads or growing brand awareness, make sure you know what outcome you want before you hit publish.
Get Your Team Involved
Creating great content is a team effort — so get yours involved! Assign roles and responsibilities for each stage of the process (research, writing, editing, etc.), and then make sure everyone understands what they need to do and when they need to do it. The more hands on deck, the better — especially if you want to create a lot of high-quality content on a regular basis. Not sure where to start?
Promote Your Content
Once your awesome new piece of content is published, don’t just sit back and wait for people to find it — give them a little nudge in the right direction! In addition to promoting your latest blog post or eBook on social media (make sure you use relevant hashtags!), reach out to industry influencers and ask them if they’d be willing to share your content with their followers.
You could also consider running a paid promotion on platforms like Facebook or LinkedIn; just make sure you target your audience carefully so you don’t waste money promoting your content to people who will never read it.
Content marketing is an essential part of any good B2B marketing strategy — but only if it’s done right. By following these four simple tips, you can ensure that your content marketing efforts are driving real results for your business-to-business company. So what are you waiting for? Get started today!