Article

Greta Paa-kerner
Greta Paa-kerner 2 June 2016

Corporate Culture Shapes A Successful B2B Content Marketing Strategy

Today’s modern marketer understands the value of business-to-business (B2B) content marketing; it is the backbone of a successful inbound marketing strategy. According to Forrester’s 2016 B2B Marketing Mix Survey, content marketing is the most popular and most effective marketing tactic for businesses.

The Forrester report also highlights the fact that modern B2B marketing isn’t successful without solid content and that means creating content that customers really care about. However, this is easier said than done, especially if internal politics get in the way.

Your content strategy needs support from senior management

A content marketing initiative is only as good as the internal support it receives. If senior management don’t value it, then the marketing department’s efforts may risk being undervalued and undermined. It is the responsibility of senior management to enact a “carrot” or “stick” approach to align the incentives of all necessary participants. One successful B2B content marketing organisation explained how their CEO would award a prize and highlight the efforts of those who have helped develop a successful piece of content. Why is this necessary? As highlighted in the next section, it comes down to involvement.

Your content strategy needs involvement from different functions

Unfortunately handing the entire project over to an agency and telling them to “get on with it” isn’t an effective solution. While this tactic may be effective in a B2C setting where content serves the function of entertainment and inspiration, the purpose of B2B content is to educate and convince its audience. This typically requires input from a subject matter expert and this specialist is likely to sit within one of the functions in the company.

In fact, content marketing requires various functions to be involved. The resources typically needed to run a successful content marketing campaign are the following:

  1. Content manager/strategist – what, when, where?
  2. Subject matter expert
  3. Writer/producer
  4. Editor
  5. Graphic designer or videographer
  6. Social media manager/publisher

Aligning these disciplines to regularly produce well-considered and purposeful content will largely be determined by the company culture. Can these materials be produced on time? Are they high quality and useful?

Your content strategy needs structure

There are many types of B2B content that can be produced ranging from white papers and product reviews to videos and tutorials. It is important to categorise this content to better understand its purpose. Start with the various personas a brand is trying to attract and then develop an editorial plan based on those personas. What content will help attract and make those various personas aware of your product and/or solution? How will your content educate them? How will your content convert them from prospects to clients? How can your content foster on-going loyalty? However, your ability to effectively reach out will depend heavily on the culture within.

Greta Paa-Kerner (@gretapk) is a course director for the Chartered Institute of Marketing (CIM). She is also an independent marketing consultant and a senior lecturer at Bucks Business School, which is part of Bucks New University. Visit her website at www.ganduxer.com.

Original Article

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
The Impact of New Technology on Marketing

The Impact of New Technology on Marketing

Technology has impacted every part of our lives. From household chores to business disciplines and etiquette, there's a gadget or app for it. Marketing has changed dramatically over the years, but what is the...

Alex Lysak
Alex Lysak 3 April 2024
Read more
How to Review a Website — A Guide for Beginners

How to Review a Website — A Guide for Beginners

A company website is crucial for any business's digital marketing strategy. To keep up with the changing trends and customer buying behaviors, it's important to review and make necessary changes regularly...

Digital Doughnut Contributor
Digital Doughnut Contributor 25 March 2024
Read more
Sales and Marketing Collaboration: A Recipe for B2B Success

Sales and Marketing Collaboration: A Recipe for B2B Success

In the world of B2B, the age-old rivalry between Sales and Marketing often overshadows the potential for a fruitful partnership. Yet, when these two departments align their goals, strategies, and efforts, the results...

Zsofia Raffa
Zsofia Raffa 12 September 2024
Read more
3 Reasons Why Building Social into Marketing is a Significant Competitive Advantage

3 Reasons Why Building Social into Marketing is a Significant Competitive Advantage

Understanding the role of social media in your business is important; however, before you get caught up in tactics first ask yourself “Is my business social?” If not, or if you aren’t sure, here are 3 reasons why...

Anna Fox
Anna Fox 31 October 2024
Read more
Infographic: Direct Mail vs Email

Infographic: Direct Mail vs Email

In the past direct mail has been referred to as dead. So we decided to do some research and compared direct mail to email marketing, it's digital alternative.

Rosie Niblock
Rosie Niblock 15 February 2017
Read more