Content Marketing Blog mint

Content Marketing Blog

Everything You Need to Know About the 2019 B2B Content Marketing Report: Part One

Content marketing has undergone a serious transformation since the concept was first introduced to the digital marketplace. Now, we know that the majority of successful marketers focus on using online content to add value rather than pushing sales. This is increasingly important in B2B marketing that targets professionals and industry insiders.

The Content Marketing Institute’s 2019 B2B Report has a great compilation of some of the best content marketing trends, tips and techniques available. We’ve summarized some of the most important ones below.

Valuable Insights on B2B Content Marketing

The world of content marketing is constantly changing with increasing influence by marketing copywriting best practices and an emphasis on SEO. Keeping up with the latest information is vital if you want your content strategy and initiatives to be effective.

Shift Your Focus to the Consumer

Content should be developed with the consumer in mind. In the past, companies have focused more on the brand. This “hard sell” tactic presented a product or a service but did little to build trust with the target audience. We’ve learned that trust is everything, and building trust requires the following:

  • Fair Exchange/Minimal Risk: Demonstrate the value of something before asking the consumer to commit.
  • Provide Consistent Value: One valuable article isn’t enough. Establish a pattern of valuable content by releasing new information on a regular basis.
  • Support Your Content: Good content will build on what’s already been released. This creates cumulative value.
  • Personalize the Content: Every member of the target audience offers a little insight into their interests when they click on a website. Personalize the content to fit their needs. Know your customers.

Communicate with Your Customers

The easiest way to get the information that you need is to ask. Talk to your customers, listen to what they need, and deliver it. Social media, email, phone conferences and face-to-face meetings can offer you the data you need to create a marketing persona, or model of your ideal customer. Understanding the demographics, background, and buying habits of your ideal customer allows you to create a marketing plan that’s more effective all around.

Educational Content and Email Campaigns Work

Consumers are clicking on your link because they believe that your website has something to offer them. Make sure that you don’t let them down. Educational content is designed to inform and instruct. This is essential to many B2B marketing campaigns and establishes your brand as an expert source of information. Email campaigns may seem like a slow strategy, but personalized messages still work; consistency and value are important. Don’t send out spammy emails that nobody wants to read or even receive. Create an email that’s specifically targeted and that offers a viable solution to the recipient.

Stay Current on the Latest in Content Marketing

There’s nothing more telling than content that’s still focused on keyword stuffing and outdated techniques. In B2B marketing, professionalism is the lifeblood of the campaign. Hiring a professional content marketing company can be the difference between being labeled an amateur and going above and beyond your sales goals.

The SEO copywriting team at MintCopy never stops learning and evolving. We work hard to stay on top of trends and strategies that can bring your B2B content to the same level as your business.
There are plenty more valuable golden nuggets of information we’d like to share. Visit us again next week for Part Two of this report summary.

Use our online form to get in touch today. Follow us on Facebook, LinkedIn, Google+ and Twitter to stay updated on the latest content marketing trends.

Share


Recent Posts

Sheetal Pinto - 5/19/2022 06:00

What You Need to Know

If there’s one thing you can count on, it’s that Google is going to update its search algorithm. Some experts estimate that Google makes 500 to 600 updates annually, or once or twice each day. Most of these changes don’t have a significant impact on your SEO strategy, but every now and then, one comes along that can have serious repercussions. Learn more about two new features of Google search that help users verify and evaluate search results.

Sheetal Pinto - 5/5/2022 06:00

Google, one of the largest companies in the world, relies on artificial intelligence for hundreds of it projects. It can seem a little hypocritical for Google to tell businesses that they can’t use AI-generated content on their website. Back in 2010, Google’s John Mueller said that using automated translation tools to create content for your website “could be viewed as being against our Webmaster guidelines.” Here we are, over 10 years later, and Mueller just tweeted that “content generators have been around since the start of the web…Most sites…don’t need help creating low-quality content.” There’s a big discussion in the SEO industry about AI-generated content.

Sheetal Pinto - 4/21/2022 06:00

One of the toughest things about creating content is coming up with ideas. You can research keywords all day long, but if you can’t come up with topics around those keywords, your content may fall flat. If your in-house copywriter is struggling to keep up with a content calendar, you might be thinking about working with a content agency. Use these questions to prepare for a meeting with the project manager or as starting points to create your own content. 

Sheetal Pinto - 4/7/2022 05:54

There just isn't a 'softer' way to say this; it's bad. Duplicate content, as defined by Google, “refers to substantive blocks of content within or across domains that either completely match other content in the same language or are appreciably similar.” Google highly recommends avoiding duplicate content. The key reason is that the ranking of the page on search engine results may suffer. This means, your audiences will not find your content, and when they do, they are unlikely to consider it useful. Understanding how Google handles duplicate content can help you elevate user experience and create a better content marketing plan.

Sheetal Pinto - 3/24/2022 06:00

Modern customer expectations have dramatically changed over the past few years. Although the pandemic certainly influenced customer behaviour in many ways, customers were already trending towards transparency and social responsibility from the companies they patronized. Creating content that shares your values and mission can bring your audience together to support your brand. Here are some ways to create connections to your audience through content marketing.

Sheetal Pinto - 3/10/2022 06:00

If you just keep churning out content without reviewing what you’ve already done, you’re missing out on opportunities to make your content perform better. A content audit exercise involves systematically reviewing what you’ve published on your website and blog. As you adjust your content marketing plan to your business goals, this audit can help you find gaps in your content and see what’s been successful. When reviewing your content, look for these things that can negatively impact your content strategy.

Sheetal Pinto - 2/24/2022 06:00

Search has changed a lot over the years. Search results are displayed to be more efficient for users. Users search for information differently than they used to. There’s still a lot that search can’t do right now. Google aims to change the power of search again with their latest update, Multitask Unified Model, aka MUM. This new update will expand search capability to make search deliver more accurate and relevant information in seconds. Here’s what your content writers need to know about MUM.

Sheetal Pinto - 2/10/2022 06:00

Refine Your Content So it Resonates with Your Audience

Many websites churn out content as part of their online digital strategy without considering how their audience will respond to the content. Contextualizing content is a way of adding value to the reader. But what does it mean to put your content in context? It’s a way of approaching content that considers the why and when of your content, not just the person who is reading it. A person who needs a plumber to fix a leak needs different content than someone who is thinking about how to install a new toilet. The first customer needs access to a list of quick tips to prevent damage until a plumber can help while the second customer may want to read through a detailed outline of updating a bathroom for aging-in-place.

Sheetal Pinto - 1/27/2022 06:00

A Simple Guide from Your Content Agency in Toronto

A blog post is an accessible, versatile format that has the potential to reach and engage a wide audience. You can write the blog posts in-house, or you can outsource content writing for your blog. The important thing is to ensure that your blog presents a professional image, offers memorable and shareable content, and proves effective in helping to achieve your business goals. If you're just starting your blogging journey, read through our ‘Step-by-Step Guide to Start Blogging' - parts one and two.

Sheetal Pinto - 1/13/2022 06:00

Writing SEO content requires a seamless blend of three skills to get the best results. In order to be a skilled SEO copywriter, you must be able to produce creative and engaging writing, have sufficient knowledge of the topic, and be able to use relevant keywords seamlessly into your writing. Are you at a loss on how to create informative and creative content? Here are ten tips that can be added to your copywriting cheat sheet to help you improve your SEO content.