B2B Content Marketing (Business to Business Content Marketing) is a much different landscape than content for consumers, so you will have to plan your strategy accordingly.
Why Does a Business Need Content?
Not only is B2B content marketing necessary for digital marketing and SEO purposes, it can also provide a lot of insight for your company when it comes to educating your consumers. Content marketing can help the relationship with sales teams and marketers in the B2B world. With high value content, sales people don’t have to just push brochures. Instead, they’ll have an arsenal of content at their disposal to give customers what they are looking for in order to make the sale. It’s important to think of content as all the messaging that takes place between the customer and the business, and not just some social media and blog posts.
What You Should Know about B2B Content Marketing in 2018
The content you will create needs to be optimized for technology. Even business owners are spending more time on mobile than on desktop, so while eBooks and PDFS to download may be the preferred method of content, keep in mind that they may be hard to read on a mobile device. Start thinking about different ways to measure your content, besides just page views and social shares. More people are using more than one channel before they make a purchase, especially when it comes to large purchases and services, so attribution to content and figuring out ROI for each piece of content is going to become something to focus more on.
Standing out from the competition is going to be more important than ever as more content is being created. While some people are creating content based on buyer persona, vertical and by account customer, a good strategy involves creating content that fits all those demands. You want to create content that solves your customers’ problems at the right time, and in the right place and format. Creating content for each stage of your sales funnel is also crucial, but it’s all-important to maintain a humanistic approach. Customers are smart and they can see through any sort of manipulation. There must be a human feel to the content and it needs to be delivered across different channels.
Since standing out from the competition determines success or failure, creating content that is personalized is even more important. It’s not a surprise that emails that have a personalized subject line get opened more. People are more likely to give their business to someone that can recognize their name, and it will give you more ROI.
There may be an increase in using artificial intelligence for content marketing as well in 2018. While humans are still going to be at the forefront of content marketing, artificial intelligence may be able to generate product descriptions and or other types of smaller content.
Creating Your Strategy for B2B Content Marketing
It’s necessary to have a content marketing strategy and, even though the strategy might change depending on how the content you create is performing, initial research into your audience and your competitor’s content will be the basis for your strategy.
Understanding Your Audience
You probably already know the demographics of your target audience, so now it’s time to dive deeper into understanding what it is that they want. There are a number of ways you can see which content is performing better and what questions people looking for your products or services have. Social media, industry associations and other tools, like Buzzsumo, can help give you this information to help you start to form your strategy.
See what types of content your competitors are creating and aim to do it better. If the have an arsenal of videos that explain your services or visual graphics that show a how-to guide, then you know you need to step up the content marketing game. You can even research your competitors’ case studies to see how they engage their own customers.
Types of Content
Creating content that works on mobile should be one of the highest priorities for your strategy. There has been a shift to videos because, in addition to working well on mobile, they can easily help your customers with a problem without them having to sit and read through a bunch of content. People in general are busy, and this is why content is going more toward short, concise content that is easy to read and provides value. Interactive content also tends to do well for businesses. Brand storytelling through a series of content or webinars allows consumers to feel like they are getting something out of the material.
Think about Automation
An automation strategy can make personalized content much easier to deliver. Automation tools will allow you to utilize the content you create even more effectively by setting users up in funnels and then delivering them the content they need, at the exact time they need it.
Contact Poet Media to help your business excel at B2B content marketing this year.