Managing Content For B2b Marketing

Content management in B2B is all about how a marketer is able to effectively use

content to project his product or service to his prospects and customers. Here are some important pointers in B2B content management process.

1. The product or the service is always the hero. Assess the unique problems it solves or addresses and create website content in a manner that entices the website reader to probe further. Simply stating facts or listing statistical data may not make an impact on leads and customers. So, the first step in content management is to highlight the solution being offered.

2. Search Engine Optimize (SEO) the content. Google Adwords is the best tool to finalize keywords for beginners. Optimizing B2B content helps in improving relevancy during online searches and encourages social sharing as well. Using the statistical details on keyword usage and popularity, offered by Google Adwords, B2B marketers can finalize appropriate keywords to include in their website content. Take into account responses and conversations in social networks while finalizing topics for blogs, newsletters, articles, case studies, etc.

3. While optimizing content it is important not to miss the theme or topic that is being written. By using Search engine optimization tools, marketers can easily analyze keyword performances, analyze internal links, check for on-page optimization, analyze backlinks, etc.

4. B2B content management plan should involve the creation of brand new content from time to time. Presenting content in different styles helps to convey the message interestingly as well. Social media content sharing is also part of a content management plan and hence special care needs to be taken to engage prospects through interesting content sharing. Since content shared via social media has a higher possibility to reach out faster, timely participation in social dialogues is also a must.

5. Content management also needs to be measured from time to time. Leadtracker can be used to track back links to websites, analyze keywords clicked, track form-fills, registrations, etc. This will help to monitor readability and usefulness of content in lead generation or lead nurturing.

6. And finally, what constitutes a great content depends largely on the reader and his need for a specific solution or product. The most important aspect to remember here is that is highly important to have content of high quality that will be read and will receive good responses. This way, content management can effectively enable lead generation and lead nurturing for B2B marketers.

by: brianwarren

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