Mastering Content: The Key to Modern Marketing Success for B2B
Many years ago a lot of people were known for saying “content is king”, although at the time it felt like a throw away line, I knew it made sense. Fast forward 20 years to this digital world and content is more important than ever.
We are all busy these days, so if you want your ideal customer to consider your brand, you need to think very hard about the best way to connect with them so that they choose to buy your brand and that they remain loyal. With a constant barrage of messages facing us daily it’s no wonder your customers tune out. To get your customers' attention your content must resonate with them. You only have a handful of chances before you lose that interest and your followers.
For many B2B companies selling sometimes isn't as creative and my question is why not?
Many B2B companies shy away from content marketing because it's considered a boring topic but it doesn't have to be. I promise you that your customers also appreciate smart tailored content and I also promise they will engage and talk about your content if it means something to them.
Consider the people you are talking to and what they care about. Successful content marketing leaders use data to deeply understand their customers' needs and preferences, they then create content tailored to those insights.
True value comes from creating content that resonates and builds long-term relationships with customers, not just short-term reach. An Italian economist by the name of Vilfredo Pareto realised that about 80% of the effect comes from just 20% of the causes.
In terms of business, 80% of the results come from 20% of the effort. So, identify the 20% of content that drives the 80% performance and double down on creating more.
Here are four ways content marketing can benefit your business:
It builds trust with your audience: Providing valuable, relevant content helps establish you as experts in your field and shows your customers that you are dedicated to helping them, which builds trust in your brand. This trust can also help to drive recruitment as well as give your existing employees a reason to brag about the work you are doing.
It drives traffic to your website and online presence: Relevant content is more likely to appear in search results and be shared on social media, which brings more potential customers to your business.
It helps you build relationships and differentiate your business: By consistently providing relevant and smart information, you can develop stronger connections with your audience and stand out from your competition. This content can be driven through multiple channels i.e. your website, socials, tier one and industry media, traditional marketing materials, sponsorship opportunities and live activations.
It generates leads and improves conversions: Relevant content with clear calls-to-action can guide potential customers towards making a purchase or taking another desired action.
If you’d like to create better content that engages your customers you can start with these steps:
Chat with your team about who you are targeting - what interests your customer, their pain points and what content they find valuable.
Define your goals: Set clear, measurable objectives for your content marketing ie
Generating leads
Increasing brand awareness
Driving website traffic
Choose relevant content types: Select the most appropriate content formats (e.g. blog posts, videos, podcasts) to effectively reach and engage your target audience.
Research relevant topics: Conduct thorough research to identify the topics and themes that are most relevant and valuable to your audience.
Create a content calendar: Develop an editorial calendar to plan, create, and publish content consistently over time to maintain engagement with your audience.
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