B2B marketing is best described as business-to-business communication through various methods, with the main method being content. There has been a massive shift in the marketing world over the past 5 years, and leading into 2018 it is only going to continue to evolve. Meaningful content that ticks all the boxes; value, creativity, and steps towards actionable change, is at the forefront of B2B marketing.
The internet is becoming more crowded every single day, in fact as of 2015, over 2 million blog posts are written every day, and as we lead into a new year this is only going to increase. This highlights the importance of developing relevant content that will benefit your readers in real-time, and stand out from the crowd of competitors.
B2B marketing is about more than just publishing words on a blog and hoping that your audience will engage and grow. You need to make sure of a variety of different factors:
You need to be sure you are writing about what your audience wants to read;
Demographic targeting is a successful way of ensuring that content is targeted at the main demographic visiting your website. It is important to make sure that the content that is developed is relevant to their interests and search habits. Many analytic websites help you to really understand your who is viewing your website, and it is important to utilize this information to get the most out of the content you create.
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Your content needs to be creative and add value;
It is thoroughly important to develop new content ideas regularly, and develop content that is likely to stand out from a mountain of blog posts. Essentially, the main aim of content is to drive leads and appeal to other businesses, and providing content that adds value to your reader’s lives is an effective way of achieving this.
But it is important to have a strong content strategy. At Website Fix, we help our clients by developing a successful content strategy based on their target demographic and industry. In the past we have helped many businesses stand out from the crowd, and achieve authority in their industry.
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You need to make sure you are educated about what you are writing about;
Make sure you thoroughly understand what you are writing about because: a) this will help you stand out from the crowd and be seen as a leader in your industry and b) you want to make sure you understand the facts before trying to educate others.
“Quality over quantity”;
It is important not to just create noise with content; it needs to provide knowledge and actionable change for readers. If you are spending your time writing content that no one is going to read, you will essentially be wasting your time.
Marketing your content;
Email is one of the most effective ways to market your content and engage with your audience, so setting up a mailing list on your website and encouraging people to subscribe is effective. Email Marketing tools such as MailChimp allow you to develop and track email campaigns to send to your subscribers. It is important to make sure that when you are sending out emails that they are mobile friendly as studies have shown that 54% of emails are opened on mobiles.
There are many platforms available where you can promote your content. Popular social sites like Facebook, Instagram, Twitter, Pinterest, LinkedIn, and Snapchat, are user-friendly and used by millions of people daily. Each platform has a general demographic and you should be making sure that you are using the correct platforms for your target audience ie. If you are a wedding planner, platforms like Pinterest and Instagram would be a great option for you because these sites are image based, and a place for people to gather inspiration.
There are other options you can consider when promoting your content;
Boost your post: Platforms like Facebook and Instagram allow you to ‘Boost’ your post, and for a relatively small amount of around $5-$10 you have the potential to share your post with 100’s of people. This is where it is important to know your target audience well, as you will be targeting them with this type of promotion.
Hashtags: Hashtags are the keywords that are included at the end of social media posts (#______) on platforms like Instagram, and Twitter, to help to increase post visibility within your target market. This is a free and effective way of increasing the reach of your posts, but it is important to make sure you are using hashtags that are most relevant to your industry and content. There are many platforms that help you to find relevant hashtags, for example Top-Hashtags.com, where you can search a term and find out the most popular hashtags.
Content Platforms: Leading into 2018, it is also beneficial to look into off-site content platforms such as Medium, Quora, StumbleUpon and Reddit. When executed correctly, this can be an effective way of diversifying your audience, by connecting with readers who may have otherwise not found your website, it can also be an effective way of increasing discoverability. These platforms are designed to share your content with people who have already submitted their interests, meaning it is more likely to be read and consumed by people who will value it.
It is important to make sure your content ticks all the boxes, to ensure that it is as successful for your business as possible. If you want more tips on content strategy, you can download our FREE eBook “50 Actionable Tips for Your Business Growth” .