B2B Content Marketing Goals and Strategy
B2B content marketing is the process of creating, distributing, and managing content with the goal of acquiring and retaining customers. Content marketing can be conducted through different mediums such as blogs, social media posts, e-books, videos or infographics. This content can then be circulated across multiple channels including social media and email.
What is B2B content marketing and why is it important?
B2B content marketing is a marketing practice that focuses on engaging customers through a variety of content. This type of marketing focuses on building relationships with potential and existing customers, in order to increase customer loyalty and generate leads and conversions.
Utilising B2B content marketing in your business strategy can also provide a better return on investment (ROI) when compared to other marketing strategies. This is because content marketing allows businesses to solve their customers’ problems through a variety of digital mediums. It drives sales by creating engagement on various digital platforms and targeted content is an effective way to increase brand awareness and build credibility.
A further benefit of B2B content marketing is that it enables you to promote the value of your product or services. It will also help you build more meaningful relationships with your customers, which in turn, helps to increase customer retention and loyalty.
By Mimi Thian
Goals and objectives for your B2B content marketing strategy
One of the most important aspects of your content creation process should be to ensure you have a clear understanding of what you want to accomplish with the content you generate. You should set clear goals and objectives before you start producing content for your brand.
In B2B content marketing, some of the most crucial goals for you to evaluate before creating content include:
Generating brand awareness: The best way for your business to generate brand awareness through content marketing is by providing valuable information that will be useful to your target audience. You should also ensure consistency with your messaging across all channels so that you can build trust with your customer base. According to Oberlo, 88% of businesses surveyed successfully reached their marketing goals of creating brand awareness through content marketing.
Remember to include valuable keywords: SEO is a critical aspect of any content marketing strategy. Using SEO keywords in your content will enable your site and content to rank higher on search engines, so your target audience can seamlessly find your business. Research conducted by HubSpot found that last year, over half (71%) of marketers stated that using strategic words was their number one SEO tactic, further highlighting the importance of SEO to stand out among competitors.
Create content for different channels: There are multiple social media channels on offer and it’s important to post content on the platforms that are most applicable to your target audience. This will enable you to create brand awareness, reach new audiences on different channels, and increase web traffic by including CTA’s on each platform.
Build relationships with customers through content: The internet has changed how we live and work and we are no longer limited to the people that we know in person. In order to keep up-to-date with the modern way of living and working, your business must integrate the customer experience into your marketing strategy. One of the most effective ways to build meaningful relationships with your target audience is through content marketing. Creating content that both inform your target audience about your service or product and provides valuable information will help you build customer trust and increase retention.
Be consistent with your tone of voice: It is essential that your tone of voice is consistent throughout different platforms. Consistency will help you establish a connection with audiences, build trust, and distinguish your business from other businesses in your industry. Research by the Harvard Business Review found that 64% of customers stated that shared values are the primary reason to trust a company.
By Kaleidico
How to Measure Content Marketing
To ensure your content marketing campaigns are successful, it’s vital to develop metrics to measure the effectiveness of your content marketing campaigns. This data will provide valuable insights and enable you to make necessary amendments to old campaigns to certify the success of your future campaigns.
The success of content marketing campaigns can be measured by the following set of metrics:
Views: This metric is often used in measuring how well a piece of content is performing on social media platforms such as Facebook, Twitter, LinkedIn and Instagram. It also measures how much engagement it has received from users on these platforms. This data will ensure that you publish content on the platforms that are most relevant to your target audience.
Shares: The number of shares, whether it’s a social media or blog post on your website. This enables you to see how popular a piece of content is so you can take action by targeting customers who have expressed interest by sharing it.
Engagement: Engagement refers to the number of likes, shares, and comments on a post, which are all indicators of how engaged an audience is with your content. It’s important to measure engagement in content marketing, as it helps you determine what type of content your audience wants and how they want to consume it. This, in turn, will help you generate better content for your target audience.
Reach: To put it simply, reach refers to the total number of people who have been exposed to your content. Reach is an important metric to measure as it enables you to gain insights into the type of content that’s popular. This will help you recreate similar content, as well as repurpose engaging content across different channels.
Return on Investment (ROI): In marketing, ROI is attributed to how much revenue is generated in relation to your marketing efforts. Measuring the ROI of your content marketing campaign is paramount to saving time and money as it enables you to assess which type of content resonates with your target audience.
Here at Yay!Starter, we have over five years of experience generating an array of content for clients, such as eGuides, White papers, blog posts and social copy.
For our client, Bippit, a financial well-being platform for employees, we helped define a content marketing strategy to reach B2B and B2C audiences. We produced various types of content, such as SEO-friendly blog posts, emails, and a brochure in order to reach Bippit’s target audience in their two markets. To learn more about our content marketing campaigns for Bippit, check out the case study here.
If your business is looking to create a powerful content marketing strategy that generates qualified leads, feel free to get in touch with the Yay!Starter team - we’re always happy to help!
