In today’s digital-first world, businesses must have an effective B2B content marketing strategy to stay competitive and reach their desired target audience. A B2B content marketing strategy effectively reaches potential clients, builds relationships, and grows brand awareness. However, getting it right is not always easy. B2B marketing ideas must include goal setting, audience profiling, content mapping, channel selection, content creation, content promotion, content optimization, and analysis.
B2B content marketing typically generates three times the number of leads as traditional marketing while costing up to 62% less. Therefore, developing a B2B content marketing strategy that is tailored to the specific needs of a B2B company is essential to achieving success and driving ROI. In this blog post, you'll learn the best practices and key elements of a successful B2B content marketing strategy and how to put the 8 steps to creating an effective B2B content marketing strategy to work.
To create a successful B2B content marketing strategy, you must first understand what B2B content marketing strategy is. B2B content marketing is creating and distributing digital content specifically targeted at businesses and professionals for educational and lead generation purposes through blog posts, eBooks, infographics, and case studies. A B2B content marketing strategy aims to build a B2B content marketing funnel that educates and informs your target audience about your products or services in a way that helps them make better buying decisions.
To build a B2B content marketing funnel, you need to identify your target audience and create relevant and engaging content that will resonate with them.
First, define the target audience, including their interests and needs. Then, identify the content topics that will be valuable to the target audience. Next, create an editorial calendar that outlines content release dates, topics, and channels. Additionally, create a content plan, including a budget and timeline. After that, create high-quality content consistent with targeted messaging to appeal to top-of-the-funnel audiences. Finally, measure the results of the content and make the necessary adjustments. 72% believe that the improvement in content marketing performance is due in part to the development or modification of the strategy.
B2B content marketing is important for several reasons.
It helps to build relationships with potential and current clients. By providing valuable, informative content, businesses can establish themselves as thought leaders in their industry and build trust with their audience. B2B content marketing can be used for lead generation and to compete with the competition. By creating targeted content that speaks to the needs of your target market, you can generate leads that are more likely to convert into clients.
B2B content marketing increases your capabilities in nurturing relationships with existing clients. By regularly providing them with helpful and relevant information, you can keep them engaged with your business and encourage them to continue doing business with you.
Setting standards for your content marketing strategy through market research is an essential first step in developing a B2B content marketing strategy. A documented content strategy addresses your business and how you plan to tell your business solution through content. Content Marketing Institute reports that 64% of the most successful B2B marketers have a documented content marketing strategy. Any B2B company can create a successful B2B content marketing strategy that will help drive leads and generate ROI by following these eight steps.
Whether generating leads, boosting sales, or increasing brand awareness, make sure your goals are SMART: Specific, Measurable, Achievable, Relevant, and Timely. Take the time to understand your target audience and what content they're looking for. This can be done through market research, surveys, social media listening, etc.
B2B content marketing strategy should always begin by identifying the buyer’s persona. A buyer’s persona represents the buyer's needs, desires, pain points, and other vital factors. Knowing this information is essential to developing an effective content marketing strategy because it helps create content that resonates with your target buyer. Knowing the buyer's needs and pain points allows you to tailor content to those topics, making it more likely to be consumed and shared.
Additionally, it is essential to understand the buyer’s journey so that you can create content that speaks to them at each stage of the buyer journey. Understanding the buyer’s persona allows you to create content that resonates and drives conversions. To identify the buyer’s persona, you need to answer the following questions:
- Who is your target audience?
- What are their demographics?
- What are their interests?
- What are their needs?
- What are their pain points?
- What content will they find valuable?
Once you have answered these questions, you will understand who your buyer’s persona is and what they are looking for. This information will be essential in creating content that resonates with your target audience and drives conversions.
B2B content marketing strategy should focus on creating content for all sales funnel stages. This strategy should include content for the funnel's top, middle, and bottom. By creating content for all funnel stages, B2B marketers can effectively guide prospects through their journey and increase their buying decision chances.
As you create content, it's essential to consider where your audience is in their buyer's journey. At each stage of the B2B content marketing funnel, from awareness to decision, you can invest time and resources in developing content with subject matter expertise.
Awareness: Content at this stage should introduce your brand and educate your top-of-the-funnel audiences on your products or services. A buyer at the awareness stage tries to solve problems, get an answer, or meet a need. They're looking for high-quality educational content, such as blog posts, social media content, and ebooks, to help them find a solution.
Consideration: Now that your audience is aware of your brand, it's time to start providing them with more detailed information. You can re-engage interested prospective buyers and show them why your product is the best solution with valuable consideration stage content. By understanding the consideration stage, you can use content marketing to build trust, nurture leads, and encourage leads down the funnel. Create blog posts, white papers, and guides that compare your products or services to others on the market. You can also start providing special offers at this stage to prevent them from considering alternatives and to urge them to move further down the funnel.
Decision: Finally, provide content that helps your audience make a buying decision. Clients may have final questions or concerns before buying during the decision stage. The content used at this stage should encourage potential clients to buy your products or services. Demos, case studies, FAQs, product landing pages, reviews, product/price comparisons, and testimonials are examples of content at this stage. This could include product demos, free trials, or client testimonials. By this point, you want to make it as easy as possible for prospects to buy from you.
Many types of content can be used in a B2B content marketing strategy depending on the goal of the content piece and the stage in the funnel, as discussed above. Some examples of content can include:
Blogs are a great way to share your company’s story, educate clients about your products or services, and build relationships with your audience. Blogging is also a great way to optimize your website for search engine optimization. Blog posts should focus on relevant topics to your industry and provide valuable information to your readers.
One type of content that can be effective in B2B content marketing is infographics. Infographics are visual representations of information and data that can be used to quickly and effectively communicate complex ideas. They are also aesthetically appealing and can grab the attention of potential buyers. Infographics can be used to explain complex topics, compare products, explain processes, and more. They can be used on websites, emails, and social media. When used strategically, infographics can be an effective B2B content marketing tool.
Ebooks are a great way to provide in-depth information to prospects and clients. They are often used as an educational tools to demonstrate expertise and provide valuable insights. Ebooks enable you to present complex topics more comprehensively and can be used to drive conversions and sales. They should contain detailed information about a topic and be written in a way that is engaging, informative, and easy to understand.
Whitepapers are in-depth, authoritative documents that provide an in-depth look at a particular topic. They are designed to provide an unbiased and informative look at an issue and offer recommendations on how to address it. They are highly targeted to a specific audience and often include a call to action. When used in a B2B content marketing strategy, whitepapers can be used to demonstrate expertise and create brand awareness. They can also drive leads and build relationships by providing valuable insights into a particular topic.
Case Studies should be tailored to meet the needs of the target audience and should be updated regularly. Case studies are a great way to demonstrate the results and success of a product or service. They provide a real-world example of how the product or service was used and how it was successful. Case studies can encourage potential buyers to purchase the product or service and build trust and credibility within the B2B market.
Webinars can be especially effective for B2B content marketing as they offer an interactive platform for prospects to learn about a company's services and products. Webinars can also collect valuable data about prospects and generate leads. By creating a comprehensive B2B content marketing strategy, companies can attract more prospects, increase brand awareness, and ultimately, boost sales.
Email campaigns can introduce new products or services, inform clients of any changes or promotions, and keep them informed of industry news. An effective email campaign should be segmented and personalized. Additionally, emails should be optimized for mobile devices and include a clear call to action for clients to take the desired action.
It's essential to watch the bounce rate of the email campaign, where the average bounce rate is between 26% and 70%. Businesses can leverage email campaigns to increase client engagement, stay top-of-mind, and drive sales.
Social media post distribution effectively provides quick and engaging updates about the business and its products or services. They can also be used to drive more traffic to the website and other content. They can also increase the business's visibility and build relationships with clients and prospects.
Video content can explain complex topics, showcase products and services, and provide client testimonials. It is becoming increasingly popular, as it is an engaging way to provide information and entertainment. It can also be used for educational purposes to promote events or special offers. Videos are a powerful way to connect with your audience and share your message. They can be used to promote your brand, product, or service or to entertain and increase the engagement of your viewers.
Podcasts allow businesses to create personal conversations between their clients and their brand. Podcasts can introduce clients to the brand, discuss industry trends, provide in-depth discussions on specific topics, and even provide client testimonials. Podcasts are also a great way to keep clients updated on new products, services, and events. Using podcasts and B2B content marketing strategies can help businesses build relationships with buyers and increase brand loyalty. They offer listeners a convenient way to consume content on the go and can be used to educate, entertain, or both.
Content distribution is an essential part of any B2B content marketing strategy. Content must be pushed out to the relevant audiences to get the desired results. To do this effectively, B2B marketers need to define the proper channels for content distribution, including the most popular ones, such as email, social media, search engine optimization (SEO), and paid media. Content distribution should also include a combination of owned, earned, and paid media to maximize content reach. Once the content is distributed, a B2B marketing professional should track the results and analyze the performance of each channel to optimize future content distribution efforts.
A B2B content marketing strategy utilizing owned media is a great way to showcase a company's expertise and build trust with potential clients and partners. Owned media refers to content that the company owns and controls, such as blogs, websites, and social media accounts. Companies can create content that speaks to their target audiences, such as white papers, videos, and infographics, to provide useful and valuable information.
These can position the company as an authority in its industry, build relationships and trust, and drive website traffic and sales. Additionally, companies can use owned media to build and manage brand reputation, create a following, and establish relationships with influencers. By leveraging owned media, a marketing professional can create an effective B2B content marketing strategy to deliver results.
B2B content marketing strategy Earned and Shared Media is an effective way to build relationships with clients and increase brand awareness. Earned media is content created by clients and shared through word-of-mouth, such as reviews, social media posts, and articles.
Shared media is content created by the company and shared through owned and paid channels, such as websites, blogs, and social media posts. A successful B2B content marketing strategy should include both earned and shared media. Earned media helps to build buyer trust, while shared media helps to increase brand visibility and reach more potential buyers. Both media types should be used in tandem to create an effective content marketing strategy.
Paid Media is a great way to reach potential buyers and generate leads. Paid advertising expands your outreach and connects you to the right audience quickly and efficiently with content that resonates with them. Paid content distribution channels are used by the majority of B2B marketers (67%). This strategy allows businesses to create content tailored to their target audience and then promote it with paid media channels such as search engine marketing, display advertising, and social media advertising.
Paid media allows businesses to reach a larger audience, target their content to a specific demographic, and increase their visibility in the marketplace. This strategy can build brand awareness and increase website traffic through inbound lead generation.
B2B content marketing strategy should include tracking the results of content distribution on each channel. This means monitoring the effectiveness of content in terms of reach, engagement, conversions, and other metrics depending on the campaign's goals. Each channel should be assessed for the types of content that perform best, and then strategies should be adjusted accordingly.
For example, if a content piece performs particularly well on LinkedIn, it may be beneficial to focus more resources on creating content for that channel. Tracking these results will help refine content marketing strategies and ensure successful campaigns.
Lead nurturing content creates meaningful relationships with potential clients and builds trust. When it comes to lead nurturing, the most important thing is to create relevant and helpful content for your target audience. That means creating content that addresses their pain points, provides valuable information and helps them move closer to their goals.
Because today's sales cycle is significantly longer, nurturing leads is critical for conversions and profit maximization. Lead Nurturing content such as educational blog posts, webinars, case studies, ebooks, videos, and white papers should be consistent in terms of quality and frequency to ensure that leads are engaged and move through the sales funnel. To maximize the effectiveness of lead nurturing content, it should be tailored to match each stage of the client's journey and integrated into other marketing channels.
Lead nurturing can lead to increased sales. Lead nurturing experts generate 50% more sales-ready leads at a 33% lower cost. The key is creating a mix of content that will appeal to different audiences and keep them engaged with your brand. Repurposing the best-performing content is another practical approach for client engagement that could lead to sales conversion.
5. Create Lead Magnet
A B2B content marketing strategy should always include using lead magnets. A lead magnet is a piece of content that you offer for free to entice people to sign up for your email list or other subscription. According to Hubspot, roughly 50% of marketers use lead magnets to capture emails. Lead magnets provide a way to track and measure the success of your content marketing strategy. By analyzing how many downloads you receive, you can determine your content's effectiveness and adjust as needed.
There are a few things to keep in mind when creating your lead magnet:
1. Make sure it's something that your target audience will find valuable and is relevant to the problems they potentially face.
2. Keep it short and sweet. No one wants to sign up for something they perceive as time-consuming or difficult to read. According to a GetResponse survey, video lead magnets convert the best, followed by written lead magnets.
3. Make the opt-in process as easy as possible. The easier it is for someone to sign up, the more likely they will do it.
Once you've created your lead magnet, promote it heavily on your website and social media channels. You can also run ads targeting people who are likely to be interested in what you have to offer.
B2B content marketing strategy should include metrics to measure the effectiveness of your content. This will help you to track your progress and determine what is working and what isn't. Content metrics could include the number of views, clicks, downloads, shares, and conversions. Additionally, you should track the amount of time spent on each page, the number of comments, the number of leads generated, and the amount of return traffic. There are several ways to do this, but some key metrics to look at include the following:
- Time on page: How long are users spending on each piece of content? If they're quickly bouncing off, that's a sign that your content isn't relevant or engaging.
- Pages per session: How many pages are users viewing during each session? If they're only looking at one or two pieces of content, you might want to rethink your navigation or CTAs.
- The number of social shares: How often is your content shared on social media? This can be a good indicator of virality and engagement.
- Comments and mentions: Are people talking about your brand online? This could be either positive or negative sentiment, but either way, it's worth monitoring.
By tracking these metrics, you can adjust your strategy and make changes to content as needed to ensure that it is as effective as possible.
The first step to creating a content marketing strategy for your business is to optimize the content you already have. This means ensuring your content is keyword-rich, well-written, and informative. It should also be visually appealing and easy to read. While creating content, 78% of B2B marketers conduct keyword research for search engine optimization.
Once you have optimized content on your website, start promoting it through social media, email marketing, and other channels. The more people see your content, the more likely they will become prospects or clients.
B2B content marketing strategies should prioritize link-building and collaboration. Link building involves earning links from reputable websites, and increasing your website's traffic, while collaboration involves working with other businesses and influencers to help promote their products and services. Link building is especially important in B2B content marketing since it helps to establish credibility and trustworthiness with potential buyers. According to 65% of digital marketers, link building is the most challenging aspect of SEO.
Collaboration is also essential since it allows businesses to leverage each other’s networks and resources to create mutually beneficial content for both parties. With these strategies in place, B2B content marketing is more likely to be successful, as it will be easier to build relationships and drive more traffic to your website.
B2B content marketing is becoming an increasingly important element of business strategy. B2B companies now realize that content marketing effectively reaches new buyers, builds relationships with current clients, and drives sales.
To ensure success, B2B companies should create quality content tailored to their target audience, keep up with b2b content marketing trends, use data-driven strategies to maximize reach, and maintain a consistent presence on social media. To maximize your ROI, you must have a well-defined strategy. S2W Media's content solution can help generate more leads and improve lead conversions. To learn more about how S2W Media can help with your content marketing strategy schedule a meeting with us.
This article provides 8 steps to help you create an effective and successful B2B content marketing strategy. Learn how to develop a content strategy, identify topics, create content, measure ROI, and more. Get the guidance you need to build an effective B2B content marketing plan today.