Content Marketing

B2B Content Strategy: How to Create Content Marketing B2B Strategy

It's all about understanding how people find information online these days

The content marketing b2b industry is booming! It’s no surprise that content marketing is the most effective way to generate new business from both current and prospective clients. For content marketing to be successful, you need a strategy. This blog post will go over how to create a content strategy geared explicitly towards B2B companies.

content marketing btob
B2B

What is a Content Strategy?

A content strategy is the systematic and intentional creation of content to serve your target audience. A content strategy must be planned, documented, and implemented to produce results. Why? Because content isn’t something you can throw out there and hope someone notices. You need a plan! So let’s get started on creating one!

What makes Content Marketing B2B Strategy Different from Other Types of Content Strategies?

Instead of buyer personas/interests or demographics, B2B content strategies focus on client needs (two commonly used elements of consumer content strategy). Content objectives and audits are also vital in determining what content to create.

Understanding your audience’s content consumption habits is critical when developing a content strategy for B2B marketers (where most of the time, budgets are much larger).

Why do you need a content marketing B2B strategy?

A content strategy is a roadmap for content creation and content marketing activities. Even if you already have content performing well, your business needs a process-driven approach to creating content.

How, Who, and Where

You should be able to answer the following questions: How much content should we publish? What topics do our customers care about? Who will create this content? When will it be published (and how often)? Where will it live (on what channels)? And more!

With these elements in place, you can adjust your strategies based on your analytics reports.

Otherwise, you risk wasting time and money on ineffective tactics like publishing low-quality posts because they’re quick to create rather than planning content that will generate more leads and sales.

How to create your startegy for Content Marketing B2B

It would be best if you had goals to create a content strategy. Non-business-related content is just content for content’s sake. For this reason, it’s important to set SMART (specific, measurable, actionable, relevant, and timely) goals before creating content.

Brainstorming ideas for topics that are relevant to your business and target audience

The content strategy process should begin with a content audit. It’s where you’ll review your existing content, decide what to keep and repurpose and identify topic gaps. This data can then be used to develop topic ideas that align with business objectives (i.e., increasing traffic, leads, or sales). Once you know what content is required for both B2B and B2C brands, you must choose which channels will host it. For small businesses without marketing teams or departments, creating content for specific social media platforms can be a daunting task.

Once again, conduct content audits to determine where content is already being consumed. Suppose the content isn’t performing well on Facebook, for example. In that case, it may be time to shift the focus of content towards Twitter or another social media channel that your audience engages with more often.

Creating an editorial calendar with the topics, timing of publishing, and Frequency of publication 

Now that you know what content needs to be created and where it will live creating an editorial calendar is the next step in your content strategy process.

Editorial Calendar

An editorial calendar serves as a content planning roadmap. Content marketers use it for scheduling posts (ideally using different types of content like blog posts, videos, or infographics) over time, so readers have something new to look forward to regularly. It also helps with SEO efforts since publishing frequently can help increase rankings.

Typical information categories are: Topic/Title Idea-words #socialmedia Themes Timing When should each asset go live? Discussion frequency Linkbacks Shareable content options Links to content you want to share and who can share it.

Tools

So what’s the best way for b-to-b marketers/content creators to create an editorial calendar? Some tools that allow you to collaborate with team members and manage content calendars include:

  • Trello (allows content, editorial, and marketing teams to collaborate on the content calendar)
  • Content Marketing Toolkit from Marketo (includes a content library that you can share with team members for collaboration purposes)
  • Hubspot’s Editorial Calendar tool (features include multiple user access, social media tagging capabilities, and the ability to set notifications for when content will go live).

Even if you choose not to use any of these tools or create your spreadsheet template, it’s essential to have an established process in place. The last thing you want is every time other members make updates or edits of the content creation/marketing department. They’ll need everyone else involved to approve it before you can make changes.

Identifying who should be involved in creating the content 

Now that you’ve defined your content goals and objectives, identified your target audience, and created an editorial calendar with relevant topics, it’s time to decide which members of your B2B team should contribute content.

In addition to writing for business blogs, the ideal content creator knows what questions people have about their company’s products or services. Engaging with customers online can generate great ideas, but not everyone has the expertise to create content.

To find content creators, you may want to consider holding a content brainstorming session. Individuals with different backgrounds can share their ideas and expertise on content that might resonate well with your target audience.

This means prioritizing content based on what customers or prospects value most at any given time. Advertisers can see which content types have performed well in the past, allowing them to plan future content marketing campaigns.

Mistakes to avoid when creating a B2B blog post strategy (e.g., lack of engagement, not enough interaction on social media channels)

B-to-b content marketing can be highly time-consuming and is usually not as simple as creating content for a consumer market like bloggers or lifestyle brands.

Common Pitfalls

One of the most common pitfalls marketers face when developing an effective content strategy for B-to-Bs is lack of engagement. Since many b-to-bs sell very technical products, they may struggle with knowing how much information should be included in each blog post and what type of language their audience would prefer (i.e., jargon vs. layman’s terms).

Content containing too much industry jargon will often turn off readers unfamiliar with the topic at hand, meaning it won’t resonate well enough to drive traffic back to your website via social media channels.

Aware

As content marketers, it’s essential always to be aware of your target audience and understand what type of content they would prefer. It is why it’s so crucial to conduct thorough research when developing a content marketing strategy for b-to-b companies.

What has worked in the past? Are there topics that are trending at any given time which you can incorporate into current content efforts? How do their customers interact with content on social media channels?

It’s all about understanding how people find information online these days, then creating content that aligns well with search engine optimization best practices and resonates emotionally enough to get shared across relevant social networks.

In Conclusion

If your business needs a content strategy, we can help. We’ve been creating compelling and engaging content for our clients since 2010. Our social media team will make sure that you have an online presence on all the major platforms, including Facebook, Twitter, LinkedIn, and Instagram, to name a few.

Get started today with one call or email! Whatever it takes, our goal is to build loyalty between your company and customers by providing them with high-quality information they want to read about at their convenience. Interested? Contact us today for more details on how we can work together.

Sanjev Mosa

I love everything about marketing. It's my passion, and it's what I do every day.

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