The B2B content trifecta: Strategy, staff, storytelling
3 Tips to Help Your B2B Content Marketing Efforts
As more and more B2B tech-oriented businesses turn to content marketing for their lead generation efforts and building their sales pipelines, it seems that businesses are realizing that they need to participate in developing an effective content strategy and then create the supporting content, but may not have the resources or experience to do so. In fact, according to a recent B2B Content Marketing Report authored by the Content Marketing Institute and MarketingProfs, 67% of B2B marketers assessed their content marketing maturity level as adolescent, young and first steps.
To help you maneuver through some of challenges of content marketing, here are three tips to keep in mind for your company’s content efforts:
1. Strategy First, Creation Second
Before you get started on cranking out blog posts, white papers and case studies, take some time to consider your own content strategy and how it can assist in executing your content marketing efforts. According to the same B2B Content Marketing Report mentioned earlier, only 39% of B2B organizations surveyed reported having their own documented content marketing strategy in place.
Here are a few questions to ask yourself to see if you’re a part of that 39%:
- Have you done enough market and customer research to build out your buyer personas?
- Are your marketing goals aligned with your overall business goals?
- Do you have an editorial calendar in place to help organize your content?
- Do you have KPIs and A/B testing processes set up to measure your results?
These are just some of the areas to focus on when developing your content strategy.
2. Leverage Your Staff
For smaller and medium-sized organizations who may have a small marketing team or none at all, finding ways to pump out content can be one of the more challenging aspects of content marketing. However, it doesn’t have to be. By leveraging your own staff’s wealth of knowledge and experience, you can produce content more easily and efficiently. And remember, you can also re-purpose your blog posts as other forms of content such as a guide, white paper or infographic.
Here are some key staff members to consider when reaching out for help in the content creation process:
Who better to highlight your company culture, expertise in the industry and thought leadership than your CEO? Check out this helpful article from Entrepreneur.com that lists the top CEO blogging strategies to help you get started.
Your Sales Team
Consider reaching out to your “boots on the ground” sales team for potential blog topics and posts. Remember, these are the folks that are speaking to potential customers and listening to their pain points on a daily basis. They are some of the true experts when it comes to addressing customer’s areas of concern.
Your Development/Product Team
Leverage your developers and product management team when considering producing technical-driven content or product-focused blog posts. Have you had recent product release updates? If so, re-purpose them into a blog post to highlight the new features and benefits so you can share them with your customers and prospects. You may also consider writing a “best practices” blog series by interviewing your senior product staff members.
3. Tell Data-Driven Stories
In the world of B2B technology-oriented companies, collecting, analyzing and reporting on data – whether it comes from your marketing efforts, customers, or proprietary software – is a critical component of running a successful business. Because of this, using the data you collect to complement your customer success stories and other forms of marketing content should be top of mind.
Remember that your audience doesn’t just want to know what you’re doing for your customers, but also how better off they are since using your product/service, what were the results of using your product/service and how did you help them get to that point?