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5 Tips for Better B2B Content Marketing

Amanda Nicosia
February 19, 2019

As consumers, we’re exposed to more content than ever before. We’ve become listeners, seeking the genuine experience of a brand rather than merely making purchases. Good marketing now means telling your story and narrating your knowledge through great content.

This shift in brand narrative and storytelling means content marketing is paving the way for B2B success. Content marketing focuses on producing consistent, relevant, and valuable content that will attract, inform, and hold engagement. Basically, show them what you’ve got.

Amid a considerable expansion, the global content marketing industry is projected to see 16% compounded growth annually, resulting in a $412 billion industry by 2021. For having such an incredible value, content marketing is very cost-effective to create. A bit of research, industry proficiency, and some life experience go a long way!

Content marketing is not only economical to produce but is also the easiest and most effective way to build brand awareness and loyalty. If your audience can rely on you to help them solve their problems or keep them in the loop, they will be happy to select your brand when it is time to decide.

Before you dive in, keep in mind that your content must be consistent, well-written, and valuable for your industry and audience. In general, the majority of B2B marketers implement some form of content marketing into their strategy but writing a couple blogs or social posts here and there isn’t enough. High-quality content marketing and a developed content strategy mean creating campaigns, setting performance goals, creating steady content, and routine publishing, just to name a few. 

In this blog, we have compiled a list of five content marketing fundamentals to help you develop a seamless B2B content marketing strategy.

1) Contented with Content

Honestly, content marketing should just be called “marketing” now, as it is central to any well-performing marketing plan. Producing content has always been valued, but was often set aside in favor of immediate projects… Until now. As we move toward a two-way approach where both brands and customers can communicate equally, content marketing has become indispensable for building relationships, trust, and leads. Your content speaks volumes about your brand, and your customers are happy to listen.

2) Strategize and Organize

A consistent, clear content strategy will help you stay on track of your goals. Write with purpose and be mindful of the overall story or message you want to communicate. Develop your content around key topics, clusters, and pillar pages that you have specially established for your target audience. This allows you to attract the precise customers you want by identifying and appealing to their interests.

3) Make it Personal

When you are creating your content and strategy, keep your customers in mind. Your content exists to help them solve their problems or to further educate them. Highlight the value of your services, both long term and short term. Demonstrate the benefits of your service or product that will encourage your audience to achieve their objectives. Your customers are looking for a personalized experience with your brand, valuing education and entertainment, as well as your unique expertise and perspective.

4) Nurture is the Future

Traditional marketing takes visitors through a funnel of qualifications, bringing them from start to finish, visitor to sale. This, however, can be an impersonal limitation; if it’s only about making a sale, the lowest bidder would win every time. That’s why nurturing is essential, particularly through content. Creating long-term relationships by providing your audience with interesting, continuous content builds trust and brand loyalty. These bonds grow into long-term partnerships built on an ongoing valuable cycle, rather than a detached transactional funnel.

5) Spread the Word(s)

Involved content distribution and promotion will help more people see your content than just through organic, passive means. B2B marketers are advised to follow the 80/20 rule for content marketing, where you are creating content 20 percent of the time and promoting that content 80 percent of the time. Share and allocate your content on all platforms, channels, and methods; from email and social to blogs and campaigns, your content should have the chance to be seen by all of your followers.

As B2B content marketing continues to grow and expand, so should your efforts and strategies. Effective marketing is next to impossible without great content creation. Be mindful of your approach and remember that quality content and consistency are key to positioning your brand for long-term content marketing success.

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