If you expect any sort of growth or success, then you have to implement some kind of content marketing strategy for B2B. Content marketing has been widely acknowledged as one of the most effective forms of marketing. Compared to traditional marketing, content marketing generates three times as many leads and for only 62 percent of the cost.
Keeping this in mind, you'll want to do everything you can to improve your content marketing strategy for B2B - especially if your current content strategy doesn't seem to be having as great as an impact as you expected. The following are a few ways that you can improve your company's content marketing strategy for B2B:
1. Identify your buyer persona
You need to do some research using the customer data you have to identify who your buyer persona is. What is their typical age? Their gender? Their income levels? Their needs? Their sources of information? You may even have multiple buyer personas. By identifying your buyer persona, you can better tailor your content to meet the needs of your audience.
2. Establish your goals
If you don't know what you want your content strategy to accomplish, then you're wasting resources wandering aimlessly in the woods. Establish your main goals - are you trying to establish brand authority? Are you trying to increase brand awareness? Are you looking to boost web traffic? Or are you trying to generate more leads? Your content strategy will differ depending on your goals.
3. Create a content plan
Set milestones that you want to meet in order to reach your goal and create a release calendar. According to eMarketer, 60 percent of all marketers publish one piece of content a day. Determine how often and when you will publish your content to create consistency.
4. Use analytics to track your goals
You can't judge the performance of your content if you don't use analytics tools. Track metrics such as page views, visits, shares, conversions, sales and more to determine what is and isn't working so you can adjust your content strategy on the fly.
5. Promote your content
Share your content on social media and direct your email newsletter recipients to new blog posts in order to promote your new content.
Using these tips to improve your content marketing strategy for B2B is a lot of work, which is why you may want to consider using a full service digital marketing agency.