subject: Content Marketing Process For B2b [print this page] Marketing content plays the role of a catalyst in B2B marketing. Authentic and relevant marketing content published on websites and social media circles will help drive traffic to the company website. Although a lot of content is already available, content marketing rules roost since it is one thing that can be used to create a lasting impression on a prospect and also motivate him to make a purchasing decision.
According to the findings of the latest content marketing study from MarketingProfs and the Content Marketing Institute On average, B2B content marketers are spending 33% of their marketing budgets on content marketing, up from 26% last year; also, 54% plan to increase content marketing spending next year.
Since content marketing is being allocated a higher share in budget compared to last year, it is imperative for marketers to find new and innovative ways to create and publish content.
Some of the areas where content marketing could be improved include creation of engaging content, targeting right audiences, measuring content marketing results and recruitment of content staff.
Target Right Audience
Take time to research and understand the audience who will be reading it.
Take time to quality check, time to review and rework based on feedback.
Take time to distribute the content to the right audience.
Create engaging content
For SEO purposes backlink keywords so that they rank high in SERP (Search Engine Results Page).
Create content that acts as a touch point if lead generation has to succeed.
Try different types of website content for lead generation blogs, eBooks, whitepapers, case studies, reports, etc.
Measure Results
Backtrack URL clicks that reach the company website to identify source of the visitor.
Assess website visitor buying stage using marketing automation software to nurture them with appropriate content baits.
Recruit content staff
Create content on prospect or customers problem areas and how the product can help solve them (lead nurturing).
Recruit and train staff on product features and benefits.
Smart content marketing involves sharing of content in social media. B2B marketers can acquire new businesses through social media and leads for lead generation. Sharing on social media also means that search rankings improve well in the long run. Another important point to note is that B2B marketers will be able to gather customer insights from their efforts to maintain ongoing customer-relationships.
