Last week, we discussed some of the challenges in creating quality content for B2B tech companies. This week, we’re going to look at some of the best practices for your B2B content marketing strategy.
1. Choose the Right Platforms
With dozens, if not hundreds, of avenues for content marketing, you can’t spread yourself thin. Focus on the platforms that will reach buyers for your product. Study those platforms to know what type of content works. Focus on producing quality content that converts.
2. Market to Your Customer
Content marketing should solve a problem for customers, not shout your marketing message to anyone who listens. Know your customer and why your customer needs your product. Focus on solutions instead of pushy sales advertisements.
3. Create Different Types of Content
Blog posts are useful to create engaging conversation, but you don’t have to stop there. Create videos, emails, white papers, and case studies. B2B companies must demonstrate value and leadership to build customer engagement. Your customers will likely need more than words on a blog to make the purchase decision for their business.
4. Educate Your Customers
Marketing isn’t just about making the sale. Customers go through many stages to get to the final purchase. Create content that reaches the customer at every stage in their journey to spending money, from awareness to consideration to decision.
5. Remember to Reach Out to Multiple Buyer Personas
B2B marketing has additional challenges in that you may have to go through more than one decision maker to finalize the sale. When creating content, you need to think about all the people involved in the decision. Instead of addressing one persona in the audience, you’ll need to think about all the different pain points for customers to demonstrate that you have the right solution.
6. Build a Content Strategy
Define the goals of your content strategy before you just start putting content into the virtual atmosphere. Content with a plan will hit its mark much quicker than not having a strategy. Spend your marketing dollars wisely rather than flying in circles till you “chance upon” worthy milestones.
7. Create High Quality Content that is Original
A decade ago, businesses could use templates and themes to produce content quickly. To stand out among the competition and noise, it’s important to create quality content that is unique. Emulate successful trends and best practices, but don’t duplicate content – EVER! Many leaders in B2B organizations recognize the common templates and will rate your business based on their use.
8. Personalize Content
Today’s consumers want personalized service. B2B customers are no different. They expect customized services to fit their needs. As the first point of contact with your business, you should personalize content to the customer. Email is another form of content marketing that effectively reaches many customers in a segmented manner; if done right.
9. Interactive Content is More Dominant
Many B2B companies today operate on the cutting edge of technology. Your content should reflect the customers you’re trying to reach. Video content included in your white papers and visual content with case studies can help you stand out.
B2B marketing is challenging, no doubt, but with a strategy that is well-thought out and skillfully executed, you can be successful. Let MintCopy’s team of experienced SEO writers help you reach your goals with content marketing. Let us show you how we can help you with your digital marketing efforts. Contact us for more information on our copywriting services.