In today’s global market, the need for a strong B2B marketing strategy is certainly high. With the increasing impact of digital content on B2B decision makers, it becomes necessary for your brand to develop an effective B2B marketing strategy.
Although companies are serious about their content marketing initiatives, their campaigns still fail. Despite having a team that specializes in content marketing, companies fail to achieve their goals. Here’s the question: why? Here are 7 best ways to develop your B2B content marketing strategy.
Before opting for content marketing, you need to be clear about the goal you want to achieve. When investing in this strategy, you need to know how it can benefit your business. But, surprisingly, most companies don’t have a clear goal for choosing content marketing.
Blindly chasing current trends without thinking about whether or not they are relevant to the business is quite common in the industry. Such carelessness is a big no in the field of marketing. To be successful, it’s essential to have goals early in your strategy. If the basis is not clear, all your efforts are bound to be in vain.
Know your target audience
Most content marketing campaigns fail because of their inability to address the issues that concern the targets. It is necessary to know the target audience well before creating the content for them, for example by understanding what information they are looking for, what services they need, etc. Creating general content for different audiences together will not bring you the expected success. You need to give individual attention to one client at a time in order to fully understand their needs. Thus, you can easily satisfy him by creating content keeping in mind what he wants.
To create content that meets your buyers’ needs, you need to know their motivations, struggles, and role in the buying process. You also need to know at what stage of their buyer journey they are most likely to get stuck. You need to determine what support and information can be provided to help them find a solution and move them forward.
Create a buyer persona
The way to get to know your target audience better is to create buyer personas that are imaginary profiles of your potential buyers. These profiles are based on factors such as age, gender, language, interests, income bracket, general preferences and social values. Buyer profiles are very effective and useful in determining your prospects’ problems and helping them find the type of content that can address those issues in detail.
To create buyer personas, you can take real-life examples of people who have already bought from you or who you think might be a good fit for your customers.
Clear conversion goals
All your marketing efforts are aimed at turning target buyers into paying customers. So, it’s imperative that you build your content strategy around a set of smaller conversion goals that can help you track and measure the execution of your content throughout the buyer’s journey.
So you need to set conversion goals that are tailored to each stage of the buyer’s journey you’re targeting.
Once you know the needs of your target audience, the next thing you can do is start communicating with them. When developing a contact strategy, you should keep in mind a few important things like considering the buyer and their context when choosing a contact method. You should also consider the most effective and least expensive form of contact; and finally effectively use the various vehicles that are within your reach.
Emails, phone calls, text messages, or tweets are all effective ways for you to easily contact potential buyers. On the other hand, if you’re lucky enough, chances are prospects themselves will initiate the first stage of communication by contacting you after discovering your business through search engine queries, online forums, or advertisements. You can even connect with prospects through third parties like their consumers, friends, colleagues, or industry analysts who may advertise on your behalf.
Continue to improve
When developing your content marketing strategy, you need to fully understand how relevant your strategies and prospects can be to customers in the industry. For your B2B marketing to be effective, you need to constantly improve your strategy as needed. The metrics and analytics will give you visibility and highlight critical gaps in your marketing program and its performance, helping you better align your B2B marketing strategy with industry benchmarks and market requirements.
Produce more content and better align it
One of the main concerns you need to have when developing a content strategy is how to produce enough content to satisfy the appetite of buyers. Apart from the challenge of developing more content, you will also face the hurdle of aligning ever-increasing content accordingly. And to meet the demand, the best way is to develop a plan for repurposing, repackaging and recycling content already in use.
To build a perfect content marketing strategy, you need to align your buyers’ contextual understanding and journey with your conversion goals, the touchpoints you’re going to use to deliver your content, and the actual content you’re going to create.
You can track all these different aspects by turning large content like e-books, documents, and white papers into a shorter form like articles and blogs.
By aligning the different aspects of your content marketing strategy and making them work together, you can provide your prospects with the information they want at the right time.
The lack of an appropriate strategy is perhaps the factor that distances marketers from success.
Thus, developing a B2B marketing strategy is very important, but it is not an easy task.
Now that you know the keys to a successful content marketing strategy, what are you waiting for? Start by following these tips and turn your campaigns into leads, giving real value to your business.