How to Develop a Killer B2B Content Marketing Strategy

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How to Develop a Killer B2B Content Marketing
Strategy

• https//goodmanlantern.com/

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With this guide, well show you how to build an
effective, lead-generating B2B content marketing
strategy. Just by the fact that youre reading
this blog post, you should hopefully know that we
are major proponents of content marketing.
Content marketing works. While its not just as
simple as slapping together a 600-word blog post
twice a month, its an effective source of leads
when done correctly.According to the 2019
trends report released by The Content Marketing
Institute, 78 of B2B marketers already make use
of content marketing. The most successful of
these have a well-documented content marketing
strategy. Another study by MarketingProfs and
ContentMarketing puts the number even higher, at
91.
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On average, B2B marketers are spending up to  33
of their marketing budget on content
marketing. Unfortunately, having said this, not
all marketers get it right, and executing your
content marketing the wrong way can lead to
frustration and mediocre results. In a study by
CMI, only around 30 of B2B marketers claimed
that their organisations effectively implemented
content marketing.
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Why Is Content Marketing Important

• Content is the foundation of a good and healthy
  website, and search engines like Google
  prioritise websites with a decent amount of
  content. SEO and lead generation are all about
  increasing time on page and building engagement.

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• You can do this by following the EAT guidelines
  with your content.
• Expertise
• Authority
• Trust
• By positioning yourself as an expert in your
  field, your content automatically gains more
  authority. The more authority your content has,
  the more your audience will trust you. In turn,
  having the trust of your audience is vital for
  improving your search rankings. 

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• You can do this by following the EAT guidelines
  with your content.
• Expertise
• Authority
• Trust
• By positioning yourself as an expert in your
  field, your content automatically gains more
  authority. The more authority your content has,
  the more your audience will trust you. In turn,
  having the trust of your audience is vital for
  improving your search rankings. Why is any of
  this important?
• The top five results on the search engine results
  page (SERP) receive 67.6 of all clicks. 

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What Is Content Marketing?

• Content marketing is an approach whereby
  businesses use content blogs, eBooks, case
  studies, market research, videos, podcasts and so
  on to attract, engage and convert website
  visitors. 
• Its the most cost-effective marketing strategy
  and can help support a business long-term
  objectives, be they brand awareness, lead
  generation, revenue or growth.A content
  marketing strategy is essentially the plan of
  attack how these content assets are
  brainstormed, created, published and promoted to
  meet a particular objective.

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So, think about the following questions

• Who are you creating content for?
• What are the problems you are trying to solve?
• What makes your content unique?
• Which keywords do you want to be found for?
• What content types are you going to use?
• Do you have a CMS to create and publish content?

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• What channels will you use for promotion?
• What are your main KPIs?
• Do you have content you can repurpose to start
  with?

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Where do you start with a B2B content marketing
strategy?

• Set goals
• Create buyer personas
• Run a content audit to identify gaps
• Brainstorm content ideas
• Keywords and search intent
• Use topic clusters in your content strategy

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• Other content brainstorming methods you can use
• Choose the right content types
• Create a market research report
• Work out how youll create and manage content
• Leverage your existing workforce as spokespeople
  and content creators
• Content promotion and amplification

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• Paid advertising
• Email marketing
• How does content help you to generate leads?
• Track and report on the performance of content
• Repurpose and update content

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• Paid advertising
• Email marketing
• How does content help you to generate leads?
• Track and report on the performance of content
• Repurpose and update content

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Content is still king.

• Though more than two decades have passed since
  Bill Gates seminal article, Content is King
  (1996), content marketing remains and
  overwhelmingly so the single-most powerful and
  cost-effective means of B2B lead generation.

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Nowadays, every business understands the power of
content marketing theyve heard the praises,
seen the reviews and read the statistics. If they
havent, theyre already long behind the
competition. According to the Content Marketing
Institute, content marketing gets three times
more leads than paid search advertising (Content
Marketing Institute, 2017). Similarly, 72 of
marketers said that having a good content
strategy was key to their success in 2018. (B2B
Content Marketing, 2018 via HubSpot).  But while
every business understands the value of content,
few implement content marketing campaigns or
strategies properly. Indeed in 2018, only 39
of marketers had a documented content marketing
strategy, and while that number jumped to 65 in
2019 theres still a whopping 35 of marketers
without one.
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Who Are You Creating Content For?

• Its a question we often ask prospects and
  clients and, for many of them, its the first
  time theyve really thought about it.
• Some of them have answers, of course business
  leaders, marketing managers, technicians,
  engineers but few have gone about researching
  their customer base and identifying the
  challenges they have before creating a B2B
  content marketing strategy.
• As a result, the content they create (while
  well-written and interesting) can be wide of the
  mark and fails to resonate with their target
  audience(s). Sure, it reaches people and receives
  views but theres no engagement beyond that
  initial click or view.

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Eventually, they become frustrated with how B2B
content marketing can take a long time to provide
results gradually reducing the amount of
content they create and invest their time and
efforts elsewhere. But the great thing about
content creation is that theres never a bad time
to get started. You just need to ensure you know
who you want to speak to and how to speak to them
before you start creating. An example from
another world In banking theres a process
called Know Your Customer, alternatively known
as know your client or simply KYC.
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This process is essentially where a business
verifies the identity of its clients and assesses
their suitability for particular products or
services, along with the potential risks of
illegal intentions i.e. money laundering. Its
a well-established process but ultimately, it
enables banks and other financial institutions to
know who they are dealing with and tailor their
products and services accordingly. And it isnt
limited to just banking. In some way, shape or
form, every industry has its own routine to
identifying and understanding target customers
and in marketing, we use buyer personas.
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What Problems Are You Trying to Solve?

• As harsh as it sounds, marketing isnt about you.
  Its not about your brand not about your product
  either, and its not about what you do.
• Its all about helping your customers.

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Your B2B content marketing strategy should,
therefore, focus on solving the business
challenges your customers have. They want
answers, help and advice they dont want to be
sold to. By educating customers, demonstrating
you get what theyre going through and can help
them resolve their challenges, you can quickly
build trust. So, what are the problems you are
trying to solve? It all comes back to your buyer
personas what are their pain points, business
challenges, and drivers for change? Once you have
this information, you can start creating content
that really does resonate with your target
audience.
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What Makes Your Content Unique?

• OK, heres the kicker even if you create a B2B
  content marketing strategy, theres no guarantee
  that your content will generate views, traction,
  leads, sales at least, not until you create
  stuff thats unique and interesting.
• Its all well and good writing blogs, eBooks, etc
  but if youre saying the same thing your
  competitors or other businesses are saying,
  people wont get any value from it.
• But perhaps more importantly a lot of the
  content available doesnt answer the difficult
  questions, provide comparisons or suit the way
  that people search or educate themselves.

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The responsibility falls to you, as an expert in
your particular area, to answer the questions
that people have, provide comparisons so that
they might educate themselves, and ensure the
content you produce is 10x better than whats out
there already. Many companies have forgotten
they sell to actual people. Humans care about the
entire experience, not just the marketing or
sales or service. To really win in the modern
age, you must solve for humans.
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What Content Types Are You Going to Use?

• When we talk about content types were
  referring to blogs, eBooks, case studies,
  infographics, videos essentially what kind of
  content asset youre going to create. 
• Each content type has its advantages and
  disadvantages and how and where you use them
  will affect overall engagement.

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For example, a short promotional video on
Instagram will be infinitely better than a blog
post on the same topic on LinkedIn. In todays
world, it would be accurate to say were in the
age of video and consumable media. Think
Instagram, Snapchat, TikTok. People like watching
things. Its easy and more engaging. Reading
still has a place at the table but thats often
reserved for when people your prospects have
time to do so and more often than not, they
dont. You also have to think about how your
target audience goes about consuming media and
where they hang out online. Your B2B content
marketing strategy needs to be built around how
your prospects like to consume content.
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• According to Smart Insights, the top-performing
  content assets are
• Long-form content
• White papers
• Videos
• Resource pages
• Websites 
• Guest blogs

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THANKYOU!

• Goodman Lantern

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• Email

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• 1 9292993999

• hello_at_goodmanlantern.com

• https//goodmanlantern.com/