March
09

B2B Content Marketing Strategy

In 1996, Bill Gates wrote that ‘Content is King’. He predicted that the internet was poised to become the ultimate marketplace for good content. And 25 years later, content still rules the roost.

For B2B customers, high-quality content inspires a mutual connection that prompts them to do business with you instead of your competitors. It brings ideal customers to notice your business as a solution to their problems and builds curiosity about your service or product in the customer’s mind. Your B2B content marketing strategy can bring home organic leads that are most likely to convert to new customers.

But drafting a good content marketing strategy for B2B needs an expert eye. At Content Owl, we focus on the following five strategic elements –

  • Get a thorough understanding of the target audience and the pressing problems they face.
  • Involve senior leaders, product team, and sales team to get a holistic view of the strategic goals of content marketing.
  • Strategic guidance from subject matter experts
  • Create a feedback loop to know what works best with customers and the target audience.
  • Set goals for the content marketing strategy and develop a goal tracking system.

Content marketing goals differ depending on your business goals, your industry, and the nature of your product or service. However, chalking out a successful B2B content marketing strategy may not be as complicated as you think. Here’s how you can design a strategy for your business in 5 simple steps –

Step 1. A thorough understanding of your audience

The best place to begin is to gain a comprehensive understanding of your target audience. Surveying and communicating with your audience and potential clients can teach you a lot. Most people would be happy to discuss their business with you and know how you can solve their problems.

Step 2. Choose suitable content formats and channels

Once you know where your target audience spends the most time online, choosing the best content formats and channels is the next step. In the case of B2B, SEO is usually the most cost-effective tool for content marketing. You could choose to market on only one or two social media platforms where your target audience is focused. Usually, B2B audiences are focused on LinkedIn, but depending on the nature of your business, you may need to build a presence on other platforms.

Step 3. Topics

Choose topics that your target audience is most curious about. Talk about their problems and how well you understand them. Use your content marketing campaign to offer helpful information to your potential customers. It helps build trust for your brand as a subject matter expert. Choose trending topics and mix them up with long-form content, videos, podcasts, and even reels, depending on your audience.

Step 4. Be Mindful of the Content Marketing Process

Content marketing does not end with content creation. It is a continuous process that includes scheduling, content creation, design, collaboration, and publishing, among other things. Be mindful of the content marketing process and create a cyclical content production system. Systematic scheduling of content marketing ensures that your brand is present at the right place and time.

Step 5. Goal Tracking

Identify the best metrics to get the correct performance analysis for your content marketing efforts. Put different analytical tools in place to measure the performance of your social media posts, e-mailers, blog posts, and videos. Time-to-time adjust your content marketing strategy as per these insights. Look for the best-performing content and build on it. Eliminate the kind of content that doesn’t work well for you, and invest your time and effort in content that resonates best with your audience.
As content marketers, we understand that a content marketing strategy in B2B businesses needs to go the extra mile. When we sit down to strategize, our focus is your key message, business goals, and target audience. We don’t just walk you through the five-step process described above, but we walk it with you. And together, we can develop B2B content marketing campaigns that generate high-quality leads and deliver long-term value. Do take a look at our portfolio to know the story behind our creative campaigns with clients from around the world.
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