Content development is more important than ever for integrated marketing. It’s the benchmark for high rankings and traffic, and it drives leads in the B2B sector. With a variety of different marketing platforms to choose from, developing content strategy for your brand is a crucial part in maximizing leads from each marketing tool. Once your
Content development is more important than ever for integrated marketing. It’s the benchmark for high rankings and traffic, and it drives leads in the B2B sector. With a variety of different marketing platforms to choose from, developing content strategy for your brand is a crucial part in maximizing leads from each marketing tool. Once your business has decided to use content to meet B2B goals, think about these to help guide your strategy.
Targeted Messaging
Content strategy in B2B starts with targeted messaging. Marketing channels are always growing and businesses are investing more time in new ones every day, so it’s important that you take a different approach when developing content for each. Without segmenting the types of businesses you’re targeting and focusing on their needs, your leads will go elsewhere to get the answers they’re looking for.
Lead Nurturing
Targeted messaging phases into the next principle, lead nurturing. Generating leads is a major part of B2B marketing, but exceptional content pushes leads towards the ultimate goal. Focus on creating content that builds relationships and answers questions, and then find the most important questions by exploring with sales and customer service teams. Once the types of businesses your content will target and the questions they’re asking are identified, answer them with content to nurture your lead into a conversion.
Measuring Results
Just like all marketing, it’s important to measure the effectiveness of different forms of content when it comes to B2B-specific campaigns. Consider your conversion goals, as well as your ability to meet the audience’s needs. This can be done throughout the process with tools across all platforms from social media to PPC testing. Analytics allow you to properly measure your business’ ability to meet goals at all times.
Learning and Targeting Again
Once you’ve used tools to get an assessment on your ability to meet B2B goals, that’s when you can improve your content to get the results you want. Learning is a crucial aspect in any marketing plan, even more so in B2B marketing where taking care of leads is so important.
You’ll see when putting a B2B content strategy into action that research and learning will play a large role throughout the process. You always want to learn from and expand content that’s based on your audience, as doing so will turn leads into results.
*Image from Eugen Anghel
