Business to Business (B2B) marketing is valuable largely in part due to the sheer amount of volume that can be converted to sales. For the sake of analogy, appealing to a business can amass sales of 10,000+ units of product, whereas catering to a consumer might lead to a sale of much less volume. To this point, with so many guides, workbooks, and resources out there claiming to help navigate the world of B2B marketing, how do we know who to believe and what guidelines to follow?
We’ve decided to keep it simple, and straightforward, and condense the world of B2B content into these five easy steps.
Understand your personas
One of the main reasons your company should be promoting content is because it helps you to be seen as an authority in your industry. Telling compelling and relevant stories helps bring value to your brand and keeps your audience engaged. However, be careful not to blur the line between engaging storytelling and self-promotion.
So, how do you keep your content relevant and engaging? By understanding your buyer personas. Fully flushing out your audience will keep you on a streamlined path with your B2B content. What problems are your personas facing? How do your products/services solve their issues and address their needs? The answers in your content don’t have to be poetic, but they do need to address the crux of the personas’ argument.
Don’t neglect the user experience
We’ve said this multiple times before but it warrants repeating: your content should be engaging in order for your company to reap the benefits.
A large part of creating engaging content for your audience is ensuring you’re mindful of how your audience is connecting to, and with it. Staying vigilant of the user experience helps keep your audience working through the sales funnel. This inevitably aids in building brand trust and loyalty and ultimately leads to repeat customers.
Guest posts don’t mean opening a box of top company secrets and pouring them out for all to see. Collaborating with like-minded people in your industry helps to cross-pollinate your content and obtain more eyes on your industry insights. That’s a good thing! Collaborating increases the exposure of your brand and helps to validate your online presence.
The same goes for the opposite side of the coin. Having guest posts on your site helps introduce an already curated audience to your brand as well as strengthens your reputation in your niche market. It’s a win-win.
Emphasize multi-dimensional content
Most marketers are familiar with creating text-based content. But, there’s no denying we live in a world where visuals are a huge factor when looking to increase the rate of consumer engagement. A 2017 report conducted by Forrester states “visual engagement is a powerful real-time concept that enables agents and their customers to reduce conversation clutter, better understand each other, and drastically save time in problem resolution.”
Breaking up text with compelling photos, videos, and other sorts of innovative multimedia keeps your audience engaged, especially if they aren’t the biggest fans of reading, and helps in telling your brand’s story.
Remember the importance of analytics
Part of creating compelling content means making a few mistakes along the way. That’s normal and to be expected. However, a follow-up expectation of hitting a few foul balls is to learn from them and react accordingly.
Enter the data.
Learning what works is just as important as acknowledging what doesn’t. Data helps you stay agile with your marketing strategy and helps you correct your course trajectory, appropriately.
The goal of any content strategy should be to continually walk the path of steady growth. By taking an iterative, agile, and strategic approach to creating content, your business will inevitably build brand trust with consumers while simultaneously increasing profits.
Still uncertain how to build a content strategy for your B2B company? Schedule your free consultation today.