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
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
How To Write Content That’s Easy To Localize

How To Write Content That’s Easy To Localize

Do you want to know how to reduce costs and get to market faster? Write content that's easy to localize!

David Ost
David Ost 15 June 2017
Read more
The Difference Between AI and Machine Learning

The Difference Between AI and Machine Learning

Artificial Intelligence (AI) and Machine Learning used to be heard when the topic was Big Data Analytics – and maybe in some sci-fi movies- before; but now it is impossible to ignore them with the self-driving cars, knowledge navigators...

Asena Atilla Saunders
Asena Atilla Saunders 15 June 2017
Read more
How To Master Localized SEO

How To Master Localized SEO

When you’re rolling out different language versions of your website, ignore localized SEO at your peril. Failing to consider local keywords, backlinks and social media could cost you valuable site visitors. You’re investing a lot of marketing budget in reaching out to new clients. But fail to get eyes on your website and your efforts will be in vain.

David Ost
David Ost 14 June 2017
Read more