The B2B market is the largest of all markets; in fact, when it comes to dollar value, it is even bigger than the consumer market. This is the reason why it is just imperative that businesses that employ B2B marketing pay attention to their marketing plans and strategies. Today, an increasing number of B2B marketers are utilizing content marketing. However, not many of them find the efforts they put in as efficient.
If you are a B2B marketer, the challenge is to close the gap between planning and implementation to make sure that your content marketing is successful, and maximize your return. If you do this correctly, it can significantly help increase your website traffic, improve your conversions as well as your rankings and eventually establish a reliable brand through your content.
Here are some basic steps you need to perform to create a successful B2B content.
1. Define your company
Before you even develop a strategy on your B2B content, you need to be clear on what you are as a company, what you offer, what defines your brand, and so on. By defining these areas of your business, it will be a lot easier for you to get your message across through the content that you will be creating.
2. Identify your buyers
Even if you want to, you can’t just market your business to anyone and everyone. You should be targeting to those who are in need and are going to be interested in your products and services, and once you identify these businesses, it will be easier for you to understand how you can meet their expectations.
To help you out, there are a few questions that you need to be answered. First, who are your target businesses that will buy your products and services? What do you think are the things that they want to get and learn from your content? What are the things that interest them? What possible questions do you think will they have? As soon as you have these questions answered, you can narrow down your target audience and you can proceed to creating buyer personas that will outline your target market.
3. Know your goals
You should know that you must have different goals for content marketing because they are not the same goals that you have for your advertising. Think about what you exactly want your content marketing to do for your business. Do you need your content to increase brand awareness? Or drive more traffic to your website? Or generate more leads?
4. Finalize your topics
Now that you already have an idea on who your target audience is, you can move on to deciding the types of topics you will include in your content. Knowing your audience will help you make sure that you are producing the right content for them. But as for B2B marketing, here are some of the subjects that are going to be more effective for your content.
Analyst reports. Gone are the days when analyst reports are being prepared by a strategist or an analyst from a bank. Today, many companies are already conducting their own independent research and then publish the outcome or findings. This type of content will be very effective if your audiences are the businesses who are in need of the latest market trends to help them when it comes to bigger decision making.
Webinars. Webinars are one of the most useful ways if you want to generate more leads because it has the ability to deliver live experience. If you are able to produce a compelling webinar, you are establishing a more credible brand and making an impression that you have reliable products and services. The thing is that it is not easy to create a powerful webinar. It takes careful planning, execution and precision on the subject matter.
White papers. A white paper is an article that is written in a longer form and discusses details about a specific topic. If you are not used to writing a white paper, for a start, what you can do is to combine 3 or 4 of your top blog posts on a particular subject.
Infographics. Infographics are also very useful because it is very informational like the whitepaper, only that they are broken down into smaller, yet entertaining chunks. The more creative your infographics is, the more compelling it will be.
5. Create your content
Now the next step is the actual creation of your content after you identify your audience and finalizing your topic ideas. In order to make a compelling content, you need to make sure that it is valuable and relevant to your audience. At the end of the day, what you need to bear in mind is that your audience should be able to take away something after they finish reading your content. Of course, you need to make sure that you hold their attention while reading so it should also be visually appealing. It would also help if you make sure that it has the right mix of different types of content while making sure that they are aligned to what your audience will find useful.
But to break it down, here are a few goals that you need to achieve when developing your content:
It should solve a problem
It should add SEO value
It encourages a purchase decision
It offers a new perspective on a trending topic
B2B content marketing is just similar to any other content marketing, and it does not have to be more difficult nor complicated. However, in order to be successful in this strategy, you just need to make sure that you are following the correct series of steps and be very detailed about it. It is not enough that you have some materials up on your website and expect results to follow. If you want real results, you have to put a little more effort to make sure that you meet the needs and expectations of your audience until it results in your desired ROI for your business.