How B2B Marketers Can Create A Content Marketing Strategy

Author: Rieva Lesonsky | November 24, 2015

As you’ve probably guessed, B2B buyers are perusing your website for more than just pricing information. Or at least you hope they are. The longer visitors stay on your site, the more chance you have to win the sale—so creating web content that gets visitors to stick around should be a top priority for your small business. According to the Content Marketing Institute’s B2B Content Marketing 2015: Benchmarks, Budgets, and Trends – North America, 86 percent of B2B marketers use content to attract and retain customers, but less than 40 percent think their content marketing is effective.

Here are some helpful stats to think about when planning your content marketing strategy:

  • Content marketing is 62 percent less expensive than traditional marketing. However, the number-one challenge for B2B marketers is producing engaging content and producing it consistently. Do you have time to create content? Do any of your employees have the bandwidth to add content creator to their job duties? Can you make it a team effort and share responsibility for creating content?
  • Ask partners, employees, clients and experts to contribute to your website content. Many are willing to write for free in exchange for backlinks to their own websites. You can also outsource the content to a freelance writer.
  • Brand awareness is the number-one goal of 84 percent of B2B marketers, so it’s important to create a brand voice when developing your business’s content. Make sure your content is compelling and tells a story about your brand and your expertise.
  • Don’t try to make your content too many things to too many people. You should target no more than four distinct audiences in your content; otherwise you’ll confuse (and lose) your customers.
  • The number-one content tactic is social media content, followed by e-newsletters, articles on your website and blogs. The ideal length for articles? Content over 1,500 words is shared most often, (though I’m not sure it’s read) and the most popular social media platform among B2B marketers is LinkedIn, used by 94 percent.
  • After in-person events, the most effective marketing tactic for B2B marketers is webinars and webcasts. If you don’t have the equipment to do these yourself, outsource the project.
  • Keep your audience in mind when you’re creating your content. Whether you’re trying to attract new customers or keep old ones, make sure your content tells why they should give you their business. Recognize their needs and share information to help. And don’t forget to point out what makes your business different from your competitors.
  • The most effective marketers publish new content daily or multiple times a week. Create an editorial calendar or use your CMS to plan your content at least a week ahead, so you aren’t scrambling for material at the last minute.
  • Put your best face forward and that may not be your face. If you have an industry expert on staff, it can only help your business to make sure that person is featured in your online content. Ask the person to do a weekly blog or chat on FAQs in your industry or to demonstrate your product in a video.

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