Article

Angelina Smith
Angelina Smith 12 August 2019

6 Practices to Ensure Success of Your B2B Content Marketing Strategy

An increasing number of B2B marketers are leveraging content to build an online reputation and engage with the targeted audience. But many of them lack an effective strategy that can guarantee the desired outcome from their efforts. To create engaging and relevant content, B2B marketers need to follow and implement an efficient content strategy that resonates with their business and audience needs.

About 52% of successful B2B marketers have a content strategy in place says various statistical market reports. The supremacy of content in the marketing field is not something new. The very saying that content is king has been predominant over the last few years with the introduction of digital marketing channels.

Still, many businesses don’t have a content marketing strategy, while others who have one are struggling to scale up their efforts to get desired returns. Here are six content marketing practices that will fuel the creation of effective and compelling content:

1. Plan Your Content Strategy

Last moment content plans don’t work always, and on the contrary, it leads to creative burn-out, low-quality idea generation, and disappointing content works. That is why it is still advisable to B2B companies that plan your content marketing strategy in advance and to be more precise, document your strategy, and make sure it aligns perfectly with your business objectives. You should be clear about what content you want to promote and publish so that accordingly, you can focus on its timely creation along with maintaining the best quality. Your content strategy should be well defined and must cater to the following aspects:

  • Ensure internal resources for content creation is organized and efficient.
  • Make sure your content aligns with buyer needs and organizational goals.
  • Map your content according to seasonality, events, and holidays.
  • Maintain a content calendar on what type of content you want to promote when.

2. Manage Your Content Production Process

The success of your content strategy will depend on how smooth and seamlessly the process functions. From content creation to distribution and performance measurement, make sure that your flow of content has no roadblocks, and for that, you need to manage the content production process efficiently. If there are hurdles, then your team will not be able to perform and implement the content strategy you have created.

First thing you should begin with is ensuring that everyone in your content team, including writers, editors, and publishers, knows their specific responsibilities and role to play as a key member of the organization. The next thing you must do is define the various content parameters to your team so that they can work accordingly right from the start. From what type of content should be created for your targeted audience to evaluating your content team’s capabilities to deliver the same, everything has to be paid attention to and made clear to your team. Specify the purpose of each type of content and for whom it is meant so that the team is well aware of what they should do.

Also, one more essential thing is the time allotment. Prepare a time table to clearly let everyone know by when which content has to be edited, reviewed, and published. Don’t let work pile up and disrupts your content frequency. Always try to maintain a steady content pipeline. Next comes is consider using project management software that will help the team manage all the content including working drafts, content calendar, to-do lists, and others in a centralized location which will be accessible to all team members.

3. Take Help of Subject Experts

To write technical sound and relevant content, you should hire subject matter experts. For instance, if you are in the healthcare industry, you will need writers who have knowledge and expertise in health-related topics and matters as only he can write genuine content for the healthcare audience. Certain topics require specific knowledge around it in such cases, only experts in the field will be able to create well-informed content. 

You can either hire expert writers in your targeted industry or can make some investment to train and provide the required educational resource to your existing team. Also, you can seek help from third-part content creation companies who will deliver the content you need.

4. Conduct Editorial Meetings

Photo of Group of People in a Meeting

Image Source: pexels

It’s always good to talk, discuss, and plan things together. Editorial meetings with your content producers felicitate team idea sharing, coordination, and keeping everyone in the loop regarding news strategy formation and implementation. So, try having regular editorial meetings with your team to evaluate existing content performance, weak points, and strengths. This will provide you a detailed understanding of where you lack and brainstorm ideas on how to overcome those challenges through team discussions. When every one of your team comes together for meetings, it leads to creative thinking, unique ideas, and brand stories.

Also, editorial meetings help in brushing up your industry knowledge and keeps everyone updated with the latest industry-related news and trends. It provides a forum where content producers can strategize and prioritize their content marketing plans.

5. Develop User-generated Content

Producing content that resonates with your targeted audience and addresses their preferences and needs is not alone your concern. It is always great to involve others in the content creation, and marketing process as suggestions and experiences do help in developing user-generated content. Include product experts, sales team and if possible, consider customer opinions during content creation. Their involvement adds a sense of authenticity to your content facts and helps in adding further details into your stories. Take note of employee-generated and user-generated content to develop an engaging and responsive content piece that your audience can relate and find useful.

6. Repurpose and Reuse Existing Content

For online brand building and awareness, content is the ultimate asset. If you want your website to have better visibility on the search engine, it is through creating keyword-specific and SEO optimized content that you can achieve your purpose. But often we fail to explore the true potential of our content in the first use. The best way to make most of your existing content is to reuse and repurpose it to suit changing customer requirements. Using the old content creatively in the present will give a positive boost to your B2B content marketing strategy.

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