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How to make an Effective B2B Content Marketing Strategy in 2017

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There is an expanding interest for content marketing for b2b, however, how can you guarantee that your B2B Content Marketing Strategy is successful? – It is great that 85+ percentages of B2B Marketers utilized content marketing this year, yet just 30% of them rate their endeavors as successful.

Today, most of the digital marketer use content marketing for b2b- Approximately 94%.

      However, including content in your B2B marketing campaigns is not good enough anymore, because if only content is the guarantee of success, then everybody would be getting successful in their content marketing campaigns- Obviously, that is not happening.

As per CMI’s B2B Content Marketing survey, – “only 44% of B2B marketers have a documented content strategy.”

Actually, a large portion of such marketers will struggle to drive significant business results. Why?

        -Since they frequently neglect a basic reality- To make and convey content that pulls in and holds clients; an aimless strategy just won’t work. You require a key system for conceptualizing, planning, and scaling your B2B content marketing strategy.

About the businesses that do not have documented content strategy, Neil Patel, Co-founder at KISSmetrics, says, “If these businesses don’t have a “documented content strategy,” then what they are doing? Flying by the seat of their pants? Churning out content with no strategy?” 

Let’s firstly understand what is b2b content marketing strategy according to market experts, and then I’ll let you go through steps that will help you create B2B Content Marketing Strategy that can actually optimize any B2B Marketing Campaigns-

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What is B2B Content Marketing Strategy

  • According to Gary Brooks, CMO of Urjanet (the world’s first provider of automated energy data) – B2B Content Marketing Strategy is- “To align your content with the buying process. Content should never be created for content’s sake; it should be created to accomplish very specific objectives and must focus on the buyer rather than your company or product. Why? Because buyers don’t care about you, your product, or your company. They only care about getting their questions answered and what you or your product can do for them.”
  • While describing best B2B content marketing strategy, Upasna Kakroo, co-founder of a Content Marketing and Branding Startup, Brandanew.co. says,- “The single most effective content marketing tactic or strategy for B2B companies is- Creating long form content (e.g. eBooks/Whitepapers) that can be downloaded in exchange for prospects’ contact details. This is helpful for a couple of reasons.

           She adds- “First, you target an audience that is both really interested in the field and proactively searching for information, they are willingly sharing their data with you, and they are potentially being influenced by the quality of your content in hopes that eventually they will trust you and buy from you. It’s also the cheapest way to get leads for your email marketing strategy, and can create great support for your sales and business development teams.”

Now time has come to go through 8 Steps that will aid you develop effective B2B Content Marketing Strategy-

8 Steps to Develop Resul-Oriented B2B Content Marketing Strategy

1.) Have a Well-Defined Target and Contextual Understanding

  • The best way to powerful B2B content marketing is to be well targeted. It is essentially difficult to effectively market to everybody at the same time, so instead you need to focus on your target audiences first.
  • Begin by concentrating your content strategies on only one client section at once — the portion that incorporates your best clients. Such clients ought to serve as the model for your objective buyer persona.
  • Notwithstanding who your target audiences are, it will be practically difficult to make content that influences them until you comprehend their context. You have to comprehend what they think about and what is the path they follow before making their purchase. To drive conversions, you need to influence your prospects in sales funnel through befitting content strategy.
  • To make content that will resonate with your prospects, you initially need to learn:
  • Their inspirations, inclinations, and their role in buying process
  • Where along their buyer journey they are most likely to stall out
  • What aid and data you can provide to help them unstuck and move forward
  • One of the ideal approaches to build up contextual understanding is by making Buyers’ Personas- This helps you break down stats and comprehend the buyers’ journey.

2.) Develop a B2B Content Marketing Strategy

  • Once you know your target audience, and have their contextual understanding, you should develop a content marketing strategy and write down your objectives even before you begin making the content- Since each phase of content advertising has diverse objectives, there ought to be a reasonable distinction in between objectives and the expectations.
  • With a Mission Statement, you may be able to build up your objectives from awareness phase to the engagement phase.
  • For instance-
  • In the Awareness Phase- The metrics you need to focus on are- brand expansion, brand reach, number of visits, number Of clicks via web-based networking media and messages
  • In the Engagement Phase- The metrics you need to focus on are deals, sales, conversions, the cost per lead, retention, loyalty, or the number of visitors who return.
  • All things considered, a documented B2B Content Marketing Strategy fills in as the go-to moment that you require as a reminder on what your next sort of content ought to be, which further helps you keep track of all the right metrics.

3.) Identify who your Buyers are

  • An extraordinary B2B Content Marketing Strategy begins by contemplating its buyers, and understanding the desires it needs to meet.
  • It might be a smart thought to answer these inquiries first:
  • Do you know your prospect?
  • What do they anticipate from your content?
  • How would it be a good idea for you to interact with them?
  • How do they associate with each other?
  • What inspires them in their buying choices?
  • Additionally, it might be valuable to make Buyers Personas, which is a specimen of your target audiences that will help you customize your B2B Content Marketing Strategy.
  • Building personas doesn’t need to be an entangled (or tedious) handle, as you can concentrate on the most vital characteristics of your average clients, while you can likewise counsel your business group, your social crowd, or your email subscribers to get an accurate understanding of your prospects.

4.) Identify Topics that cater to your Audience

  • It’s not generally simple to think of creative ideas and befitting topics, yet an examination of your prospects, the achievement of your existing content, and a more intensive look at your analytics may aid you for many other content ideas
  • The primary tip is to think like your prospects, keeping in mind the end goal to have the capacity to deliver the correct content for each stage. You need to know-
  • What might your prospects want to peruse?
  • What topics and themes are valuable for each phase of their buying decisions?
  • Does your content answer the correct inquiries?
  • Are your topics and related themes are correlated to your brand strategy?
  • You may find numerous valuable solutions by asking the correct inquiries, and both- your colleagues and prospects along with numerous online tools might be greatly useful in this.

 5.) Create Engaging, Target-Oriented, Quality content

  • When you have investigated your group of prospects and have distinguished the best thoughts, it’s a great opportunity to continue the creation of engaging, unique and quality content. An incredible content is a mix of information, relevance and visual treats, alongside appropriate length and appealing formatting as per the stage of your content marketing b2b, your prospects and the expectations.
  • It is additionally imperative to set up a decent blend of different kinds of content, including blogs, infographics, videos, e-books, GIFs, visual quotes, white papers, newsletters, podcasts, etc. keeping in mind the end goal to guarantee that your audiences keep up their enthusiasm for investigating your new content
  • Truth be told, continuous experiment for new content types may prompt great outcomes, which may even make you reevaluate your B2B content strategy, including new innovative headings that may end up being more viable.
  • As LinkedIn recommends, ensure that each bit of content serves no less than one of the following functions:
  • Solves an issue
  • Facilitates a purchasing choice
  • Adds SEO compatibility
  • Offers a new point of view to a prominent topic

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6.) Incorporate proper Conversion Goals

  • When you comprehend who your objective purchasers are, what they think about, and the means they use in their buying decisions, it’s a great opportunity to figure out what activities you need them to take as a consequence of using your content.
  • As a B2B Content Marketer, your definitive marketing objective is to change over your objective purchasers into paying clients. Your B2B Content Strategy ought to be based on an arrangement of smaller conversion goals that will overall help you push your audiences towards buying your products or services.
  • Notwithstanding driving prospects toward your coveted goal, smaller conversion goals additionally fill in as benchmarks that can help you track and measure the execution of your content en route.
  • When setting your conversion objectives, ensure that every particular objective is befitting for a particular stage of your buyer’s journey you are focusing on.
  • For instance, top of the funnel conversion objectives may incorporate opening an email or going to your site, while later in your prospect’s journey, you might need to urge prospects to download a report or agree to accept a free trial.
  • Find our list of best Conversion Rate Optimization Tools that will aid you fulfill your conversion goals.

7.) Spread your content to amplify its reach

  • When you have made your content, it’s an ideal opportunity to spread a word about it and analyze all the conceivable ways you can use to amplify its reach. Content promotion can be both organic and paid and different ways to do it are:
  • SEO
  • Social Media
  • Email Marketing
  • Influencer Marketing
  • Boosted social posts
  • Paid promoting
  • Targeted Campaigns
  • Employee advancement, etc.
  • From essential search marketing up to paid advertising, relevant content promotion increment the odds of engagement, devotion, retention and maintenance by building effective brand awareness.

8.) Analyze and Optimize Your B2b Content Marketing Strategy

  • A B2B content marketing strategy ought to guarantee that its substance mature through time, continually being adjusted to the objectives and the KPIs that are set at each stage.
  • Presently it’s an ideal opportunity to gauge the execution of your b2b Content Marketing Strategy and whether it meets the objectives and the measurements that you’ve set at the primary stage.
  • It is very simple to forget the primary objectives and the reasons you’ve set for each stage of your B2B marketing strategy, however this may likewise be deceiving for the consequences of your marketing efforts.
  • For instance, on the off chance that you make a digital book to pick up supporters and create leads, however it eventually needs an extraordinary number of social notices because without picking up the desired leads on different social platforms, your endeavors can’t be viewed as fruitful. This might be because of:
  1. Wrong set objectives
  2. Wrong distribution
  3. Wrong targeted audience
  • That’s why it’s an ideal time to analyze and re-assess your B2B Content Marketing Strategy to adjust your desires to the consequences of your content marketing endeavors.
  • Click here to know best B2B Digital Marketing Practices that need befitting content marketing b2b.

Conclusion

If your B2B content marketing strategy is designed by paying due heed upon over-mentioned eight elements, you will for sure be in a much better position to target right audiences and ensure conversions.

        All things considered, fruitful B2B Content Marketing Strategy can revolutionize the random content creation into a powerful digital marketing strategy that addresses your targets’ issues, prompting the optimized online presence and coveted ROI.

In case, you wish to know more about B2B Content Marketing, ask me in comments.

A Certified Corporate trainer involved in Leadership and Life Skills coaching with a holistic 3Q approach. As an E-business Influencer and Digital Media Trailblazer, my forte includes Business leadership, Branding, Social Media and Digital Marketing, Online Advertising, Global Marketing Strategy and Refining of Marketing Processes.
  • Digital-Marketing


  • There is 1 comment


    • 3 months ago

      Dana Dolan   /   Reply

      Loved the graphic on identifying topics! Thanks!

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