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.