Article

Priya Kumari
Priya Kumari 17 March 2022

The Top 10 Enterprise Content Marketing Strategies You Must Know

Over the past decade, content marketing has emerged as a key strategy for enterprises seeking to engage customers as potential loyalists. The use of content to build brand loyalty and customer lifetime value has become a go-to tactic for companies of all sizes, from multinational enterprises like Anheuser-Busch or Microsoft to local businesses like your favorite pizza shop.

Digital marketing experts know that content creation is critical to success.

They employ a plethora of strategies like guest blogging, video marketing, and social media in place. Over the period, marketers have come up with strategies to take digital marketing strategy to the next level with the enterprise content marketing strategies.

Enterprise content marketing is a content marketing strategy that focuses on uniquely targeting your audience while offering them a more personalized experience. Its goal is to grow your business and increase engagement with customers through content marketing that educates and entertains your audience.

Enterprise content marketing is changing because of the demands on companies today. 

What is Enterprise Content Marketing and How to Implement it Strategically?

Content marketing is what you do to increase the visibility and credibility of your brand by creating compelling, engaging content that's targeted specifically to your target audience.

An effective enterprise content marketing strategy will align with your core business goals and make your marketing efforts more productive. Enterprise content marketing helps build your "brand" by using personas to target your most profitable customers.

A new survey by Forbes reveals that 37 percent of marketers said they only launched a content marketing campaign in the past year, but have no idea how to begin, or 87 percent said they have inadequate plans to deploy on a budget.

These statistics largely match our expectations: As it turns out, there are a number of valuable enterprise content marketing strategies that marketers should know about. Here’re some important ones:

  1. Landing pages for lead generation, and lead nurturing
  2. Sponsorship opportunities
  3. Engaging content
  4. Syndicated content
  5. Facebook News Feed adverts and sharing
  6. Social media management
  7. Branding and logo design
  8. Visual storytelling via augmented reality
  9. Integration of Artificial Intelligence (AI) with your content strategy
  10. Leveraging the power of voice search 

1. Landing Pages for Lead Generation, and Lead Nurturing

A landing page is a separate web portal that is designed specifically to entice visitors to take the next step in their online process. Once they reach the landing page, the user is guided through a series of questions and prompts.

The purpose is to capture leads that may otherwise be lost following other steps in the sales process. Landing pages also play a pivotal role to improve your marketing strategies and help you create automated marketing lists in minutes.

A landing page is the first step in a visitor's journey through a website. With these types of pages, visitors become interested enough to want to know more about your product or service and are encouraged to create an account through email marketing.

Landing pages can be a powerful tool for establishing a successful content marketing strategy and lead nurturing. Before the age of crowdsourcing and spam-based emails, landing pages were used to eventually get someone started on your funnel, usually through an offer they couldn't refuse.

Being able to design eye-catching templates with thoughtful content is something that all marketers can easily do.

2. Sponsorship Opportunities

As a content marketer, the best source of content for your website is from outside sources who want to gain exposure to your industry. Sponsorship can help with this by providing high-quality, relevant content that will increase the visibility of your brand.

Sponsorship is a major way to obtain compelling content for your business. It's easier and more cost-effective than you'd think. The goal is for your sponsored articles to be just as useful as those that come from a source you've previously published with.

Guest post sponsorship lets your community know you're where they're at and it's a way for you to pay for the content to be hosted on other sites.

Sponsorship opportunities on sites like Groupon and Living Social are becoming an increasingly popular way to launch new products, advertise a brand, or share a cause.

3. Engaging Content

Creating engaging content is a critical aspect of your enterprise content marketing strategy. Knowing how to engage your readers will help you develop a connection with them, capture leads, and demonstrate your expertise in a way that makes them want to act.

Developing engaging content for Enterprise Content Marketing is about knowing your audience, who your audience is, and what they want. It's about doing research, understanding your brand personality, and using that knowledge to craft original articles designed with the end-user in mind.

Enterprise content marketing can be complicated. And it's not just your audience that you need to keep in mind when creating your content: It's also all the other stakeholders who will interact with that content at different stages of the customer lifecycle.

Between the sheer volume of data sessions and experiences your audience is creating, it's easy to lose sight of who actually needs your content and why.

4. Syndicated Content

Content marketing is often viewed through a value chain lens: you create unique, valuable content, and then use the content to create leads. Lots of folks love this model, but the reality is that it's not so simple anymore.

Building your own site and distributing it manually means you're missing out on low-hanging fruit—content that can be consumed for free, and leveraged to bring in new visitors with no work on your part – the syndicated content.

Syndicating and distributing valuable, actionable content is amongst the most vital part of your content marketing strategy.

Today's most successful marketers understand the huge impact syndicated content is having on their business. Content marketing today is different than it was five years ago. It's less about developing a blog and more about creating syndicated content that is relevant to as broad of the industry as possible.

This can be done using enterprise content marketing or social media. A solid content marketing platform will let you create, distribute and track all of your assets. While creating content for your own site is something you should do on a regular basis, syndicated content is what you post on other websites to boost their traffic.

Syndication also means sharing good content from other sites in a system that can be easily tracked.

Watch the on-demand webinar The State of B2B Content to discover which assets and formats are most popular.

5. Facebook News Feed Adverts and Sharing

A Facebook News Feed advert campaign is one of the most inexpensive and effective ways to market your business online with a minimal promotion or additional cost.

Facebook News Feed Adverts, or FNMAs, can be leveraged as a powerful enterprise content marketing strategy. Facebook is a social network for friends and family, but you can use its ad platform to advertise your products or services directly to Facebook users.

With the Facebook Ads Manager, you can respond to user actions with targeted messages that they're more likely to receive through their News Feed.

When you make a post on Facebook's News Feed, it will be converted into a post in your company news feed. This makes it an ideal way to capture traffic and drive page views to your site.

For extra bonuses, you can integrate this strategy with other platforms such as email marketing. Whether you're running Facebook Ads or looking for new ways to promote your content on social media, remember that bringing in traffic from News Feed can drive lots of qualified visitors to your website.

Start chatting with your prospects using Facebook's messaging service, then turn on the Conversational Ads. Not only will they see that you're an expert in your field, but they will also receive pop-up messages from your website or blog when they use the exact keyword or query found in one of their Facebook Pages.

These opportunities are built into your adverts, so you can choose when to serve them.

6. Social Media Management

Social media management encompasses a variety of activities, like building a social media strategy, developing content to publish on social media websites, measuring how well you are achieving your goals, and monitoring yourself and colleagues' social media activity so they can stay productive.

Social media management should be an essential element of any publicly-facing marketing presence. Social techniques such as the use of web conferencing and live streaming can assist in the creation and distribution of ideas entirely independently of the limitations of mainstream social media channels.

Although more and more people are becoming active on social media networks, only a few marketers are making an effort to learn how to use social media effectively in their marketing strategies. What's worse is that no one is telling these businesses how they can effectively manage their social media accounts.

The truth is that companies should make enterprise content marketing relevant to the day-to-day lives of their customers, which means it has to be incorporated into their social media strategy.

A social media management course will teach you everything you need to know about using tools such as Hootsuite, TweetDeck, and other helpful social media management tools and social media dashboard products for managing your company's Twitter and Facebook accounts.

Social media management should be a standard practice in all areas of your enterprise. With the right plan and a variety of strategies, you will have no problem keeping up with your current and potential customers' social media activity.

7. Branding and Logo Design

Brand and logo design needs to be used in the context of enterprise content marketing. One central theme behind this is the need for differentiation for the enterprise buyer.

Often this is necessary because brands are highly competitive so ones that are both differentiated and distinctive will have an advantage over those who aren’t. Consequently, enterprises should consider branding and logo design as a key part of their strategy. In short, it is part of the ‘content marketing mix.’

Branding and logo design is crucial to enterprise content marketing because the branding reflects the values of the organization. Every service provider must be able to articulate a well-defined brand that stands for its products and services, as well as its overall reputation.

The branding should convey strength, integrity, trustworthiness, efficiency, innovation, and competitiveness. Branding and logo design go hand in hand with the success of an enterprise content marketing strategy. There are many things for brands to consider, such as visual identity, color schemes, and typography.

One thing that is overlooked is the logo design of a company, which may affect its successful branding. Whether it be minuteman Press or Duluth Packaging, your company should have pro logo design services available to make your brand secure.

8. Visual Storytelling via Augmented Reality

Augmented reality is the perfect addition to visual storytelling in your enterprise content marketing strategy. Augmented reality via visual content can enhance the human-to-human connection and make the user feel as though they are experiencing something truly unique and special.

As a customer of your brand, they will be more likely to notice custom-branded mobile applications (CMBAs) and the signage that enhances their experience. The visual world has drastically changed.

Consumers want to touch and feel, how else can we tell if what we are reading or watching is actually real? The solution for many businesses is to employ Augmented Reality to bridge the gap between the online world and our physical locations.

For example, Marriott recently launched an augmented reality experience at the Hotel Urbano in San Diego, California.

This Augmented Reality hotel room experience featured a cast of characters set loose on the walls and ceiling of the room; millennials sticking out their tongues and sipping coffee, and an animated werewolf leaping out of bed at night with a cereal bowl filled with popcorn and a selfie stick.

Thanks to Facebook's upcoming AR camera effects feature which will allow uploading 3D AR images created by apps such as Snapchat and Twitter, this kind of storytelling will be made even more accessible.

Augmented Reality on mobile devices is an emerging technology that allows companies to reach their target customers in a qualitatively new way. It's all about getting the right message within reach of the right people in a safe manner.

In the past, we have only had access to our own websites, which is great for ad targeting, but very little beyond that. With Augmented Reality on mobile devices, we can now accomplish story-telling and messaging around our enterprise content marketing efforts in almost any environment.

9. Integration of Artificial Intelligence (AI) with your Content Strategy

AI Technology is not new, but the integration of AI technologies with enterprise Content Marketing strategies is something that few people are talking about.

Chatbots, personalized user experiences, and hyperlocal content are just a few of the ways that this new generation of Artificial Intelligence can help you harness the power of your content to deliver impactful strategies for your business.

With tools like Facebook Live or Tapcast, we now have today's most popular mediums for audiences around the world to access relatively cheap and in many cases free video content.

The question is: How can AI help you leverage these tech advancements?

Well, one obvious answer is that combining AI with enterprise Content Marketing will help drive more attention. Artificial Intelligence (AI) has been building momentum in recent years and – while still a nascent technology – is set to seriously disrupt the way we interact with businesses and other organizations in the near future.

For example, IBM is introducing Watson as a Content Marketing Manager (CMM). This brings AI technologies like natural language and image recognition to the Content Marketing Management stage.

Enterprise content marketing is no longer just online marketing. The integration of AI and data into content marketing, combined with the emergence of hyper-targeted messages leading to an effective content mix is what makes strategic enterprise content marketing imperative for your organization.

Understanding this important, yet often misunderstood aspect of your search engine marketing strategy can lead to tremendous returns on minimal effort, play a critical role in helping your customers to reach you more effectively through on-page and off-page actions.

10. Leveraging the Power of Voice Search

Leveraging the power of voice search as an enterprise content marketing strategy means leveraging technologies such as text-to-speech, APIs, and speech recognition, to provide users with the most relevant information on the go.

Voice search is an incredibly powerful enterprise content marketing strategy that takes advantage of human nature to increase marketing reach. Voice search has exploded into a time and technology disrupting force over the past few years and is expected to grow.

The voice search market has finally caught up to the technology used in consumer markets. The reason? The consumer market is always searching for new and improved products and services, some of which can be recalled through voice search technology.

Voice search is everywhere, and it's about to become even more important for enterprise marketers. It's why we've put together our new guide on how you can leverage the power of voice search as an enterprise content marketing strategy.

Written by Matt Cutts and Darren Fisher, along with additional chapters from Sam MacInnes-Krabbe - Head of Marketing at Microsoft - it features a wide array of scenarios, real-life examples, and expert insights on the future of voice search.

Wrapping Things up

Several enterprises discovered that if they offered useful and relevant information to their customers, they would have an easier time converting customers into paying customers.

This is not just online; it happens on the radio, in newspapers and magazines, at big-box stores, even in public places. Basically, wherever you can get potential customers to interact with your enterprise content marketing strategy and communicate with them using channels provided by each of these channels.

Enterprise content marketing initiatives are increasingly common and for good reason. Content, and your ability to deliver it in all its forms, is vital for building business relationships. What follows is a leading-edge look at what enterprise content marketing is all about, and how you can use it to appeal to prospects while catering to their needs.

Enterprise content strategies are important for marketers. This is because it helps them to create a loyal customer base in the future, establish an online identity, and grow an online audience. This gives them better access to business intelligence. It also creates brand awareness, increases brand engagement, and creates a flexible online community.

Knowing about some of the top enterprise content marketing strategies enlisted above and implementing them will provide you with a competitive edge.

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