Thoughts from us

19 content marketing tips for b2b marketers

By April 8, 2015 No Comments

19contentmarrketing-tipsWe already know that content marketing is more than just a fashion, it is an imperative for all businesses. Not only does it allow you to reach new audiences through better SEO, but you can also continue to position yourselves as experts and market leaders with a well thought-through content programme. Here are some top tips on content marketing from us.

  1. Know your audience and objectives. Before you start writing think about who you want to talk to and what you want to achieve with them.
  2. Conduct an audit – look at what you have already and what you can recycle, reuse or recreate.
  3. You should create a content schedule or calendar. By planning what content you are going to create and when you are going to release it, you will ensure that you’ll continually grow and make this a manageable task.
  4. Think about the format. It needn’t just be text. Great content can be video, images, infographics, PowerPoints. Think laterally.
  5. One of the easiest way to drive traffic to any form of content is through social media. Think about your social profiles and which ones you can use to best promote your content to the right audience.
  6. Don’t expect content marketing to produce a “direct” ROI. It can help you increase your sales, but more so indirectly. For example, someone may read your blog and decide that they want to call you or get in touch at a later date.
  7. If you are a modern marketer, it’s easy to convince yourself that you should be leveraging content marketing. If you have a boss, it can be difficult, especially because there isn’t a short-term ROI. Think about how you can show return.
  8. This is the long game. Don’t expect results in days, weeks or even months that you will be happy with. Be prepared for at least 6 to 12 months start seeing results from content marketing.
  9. Think about your title. Make it meaningful but add keywords that are relevant to the content to help SEO.
  10. When writing blog posts, think about your tone of voice – write in a conversational style that is informative – not dumbed down and not too technical.
  11. Think about content and where it fills in your sales process. Light, bite-sized content is good at the start of the process, but then lead them on to heavier content, such as whitepapers and webinars to aid lead creation.
  12. Look at adopting project management methods such as AGILE or SCRUM to help make the content creation process easier to manage and to enable you to look at Newsjacking techniques.
  13. Content isn’t king; great content is. It’s pointless churning out thousands of articles that are mediocre, or even good, and expect to do well. You should only put out great content.
  14. Be aware you are writing for two audiences; humans and search engines. Create a heading and intro that will entice readers and also uses words that people would type in when searching Google.
  15. What goes around comes around. Link out to other sites within your content. Link out to those who benefit the reader the most. This will help other sites to notice you, encourage them to share your content and potentially even link back.
  16. Email is still a great vehicle to get people to continually come back and read your content and notify them when you have a new blog post.
  17. Testing is king. Some content will produce better results for you than others. Test different content types to see what appeals to your audience.
  18. User-generated content is one of the best ways to scale your content marketing. Use your colleagues to help, look to run surveys and polls and reach out to your network, many will be flattered to be asked to create content for you.
  19. Think about their view. As mobile and tablet use grows, it is vital that you ensure your content best-fits all screens and devices that your readers will use. If you’re not sure, check your web analytics package to see what devices are most popular across your current website.

We spend a lot of time curating and creating quality content that helps feed both brand engagement and demand generation programmes for many different organisations. We use our Three Ps process to aid this, which you may find useful too.

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