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Do I really need a B2B content marketing strategy?

Posted by Abby Pearson on 4/25/16 4:07 PM
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In a world where content is king, it has become very important to have a strong B2B content marketing strategy. Having a clear plan for how to handle your content keeps your team focused in an area where it can be very easy to get distracted and off-message. It’s all well and good to know about the importance of content, but if you don’t have a well-considered strategy in place, chances are you will never capitalize on that knowledge.

In fact, not only should you have a content strategy, but you should also be certain to document and disseminate that strategy to help keep everyone on track. Just “winging it” with an unofficial verbal strategy is rarely as effective as putting it down in written form in a document that your team can frequently reference.

Getting Down to Business

When developing your B2B content marketing strategy, you must articulate why it is that you need to create content. Suffice it to say that “because everybody else is doing it” is not an answer! Fully understanding what kind of content you need and how it will drive success in your business will not only help you achieve your goals, but it will also make you better equipped to plead your case to the higher-ups when you need their support.

As you flesh out your plans, don’t be afraid to detail potential pitfalls and problems you expect to encounter in pursuit of your strategy. Certainly you want to focus on the benefits that great content can bring and the positive outcomes that you are anticipating, but knowing what obstacles may be around the corner will increase awareness so that the team can formulate solutions before trouble arises.

Telling Your Story To Your Audience

A key aspect of your B2B content marketing strategy is determining buyer personas. Who are you creating content for? Map out the various personalities who you are hoping to appeal to. This is critical to ensuring that all the time you ultimately put into crafting content is not wasted. Because, if you don’t know your personas, you could find yourself spending a lot of time and money generating spectacular, clever, beautiful content that is of no use or interest to your audience!

Content Marketing Strategy

You must also be clear on what it is that you want to communicate to your audience. A good place to start is educational content and solving your clients problems. This will help alleviate the issue of writers block or the difficulty often faced with coming up with interesting and engaging topics for your prospects and clients. The content itself is the medium that you use to get to your audience, but before creating that content, you have to know what are the core messages that you want to deliver to them? What should the takeaway be and how do you want them to act on it? These insights will inform what kind of content is developed.

How Are You Delivering the Content?

With every passing day, it seems that there is a new way to bring content to customers. Fresh technologies just keep increasing the available channels, leaving us with everything short of beaming content directly into people’s brains. Having so many methods at our disposal can be a good thing, but it can also be overwhelming. It’s hard to know which ones to take advantage of.

For your content marketing strategy, you need to work out which platforms you want to use and how you want to use them. Among the most popular methods in use are social media, email and infographics. Paid methods like Facebook post boosting and banner ads are also widely used by marketers. Know what your goals are for each of these platforms. One of the most beneficial actions you can take is to track your traffic, performance and conversion of your content that will then enable you to better inform your strategy. If you later find some are not actually helping you achieve your goals, you can then decide whether to alter your strategy or cut it entirely.

Strategizing For the Future

Your B2B content marketing strategy will serve as a vital road map to help your organization meet its goals around its content efforts . You, your team, and other departments that may be involved in some aspect of content plan should regularly consult the strategy document to guide decision-making and to review your progress and make sure things are going as planned.

Think of your content plan as a living document – it’s not set in stone. There is no question that you are going to want to re-think which platforms you are using from time to time, based on their respective levels of success. You should ensure that you do not create content without a well thought out content plan that is driving for results. You may also find that your company’s mission and aims evolve over time, so you should also occasionally review basics like messaging and personas to ensure your content marketing strategy is meeting your business needs.

If you're looking to improve your current B2B content marketing strategy and develop useful problem solving information for your customers download our free guide to inbound marketing today:

Guide to Inbound Marketing

Topics: Content Marketing Strategy

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