By Jason Rankin
There are few companies out there that don’t realize the necessity of having a strong content marketing strategy. It has become a tactic many marketers and executives accept as essential to compete in today’s markets and build relationships with potential customers.
And recently, the big content question for many B2B companies has advanced from “Should we produce content?” to “How do we produce quality content that can help us increase traffic and ROI?”
As a result of the reign of “King Content,” we’ve entered into a thriving and competitive environment where writers, designers, and managers have opportunities to develop their skills and make a living in corporate environments.
You can see this in the inbound marketing job growth in just one year below:
These opportunities also mean the content landscape is increasingly competitive, and targeted audience attention is harder to capture and occupy. If you’re producing written, video, or audio content, keep reading to ensure you’re not leaving money on the table with underperforming deliverables.
And keep your eyes peeled for 3 actionable tips you’ll need to rescue your B2B content marketing strategy.
Why is B2B Content Different?
B2B content pieces tend to revolve around complex decision-making processes, so content marketers have a lot to tackle when it comes to building trust and connection with their audiences.
Because of this, it’s more critical with B2B to provide content that brings actionable advice to your audience that helps them address real issues marketers face.
Common pain points B2B content should aim to alleviate (that are not typically relevant to B2C content) include:
- Aligning with stakeholders
- Getting internal and external followers interested in new marketing initiatives
- Managing skills and talent gaps on your teams
- Building compelling business cases for your projects to gain executive level buy-in
So, make sure you are shaping your B2B content to fit these needs.
Why Your Content Marketing Strategy Needs Rescuing
Too often, content failures result from misalignment and not giving your audience valuable materials.
Maybe you’re publishing content in the wrong places, producing mediocre work, not engaging enough with your audience, or you’re missing the mark on what they’re interested in.
Here’s a quick growth snapshot that happened when our team recently rescued a B2B content marketing strategy.
When this client first started working with us, they were averaging about 200 organic users to their blog, per month. After six months of consistently implementing the tips I’ll outline below, they are now gaining over 15,000 visitors per month.
Below, I’ve included a hypothetical situation that you may find yourself in. In fact, I’ve based this off of a situation that one of my clients faced. The data included is from a real content marketing strategy that hit the mark (and that you can try out yourself).
Picture yourself at your desk. You have coffee in your hand, headphones in your ears, and you bounce between Slack and your inbox, working hard to meet deadlines …read more
Read more here:: digitalmarketer.com