There is a never ending talk around using digital content marketing for B2B and how it can drive generate more leads and eventually sales numbers.
Content, as we all know, is a highly misnomered term in our digital marketing world. For some, it is merely few keywords that can boost up your ranking in the search engine, while for others it is journalistic power that can change the fortunes of an individual, an organisation or a nation.
Unfortunately, everyone is a content creator today, starting from the neighbourhood SEO company to your personal public relations agency and last but not the least, the Social Media experts who truly believes that their tweets will conquer the world, someday 🙂
Incidentally, the idea of content being created (rather carved) strategically for the B2B brand is no less than journalism. The content ideas for any brand should not be driven by SEO keywords only, rather it should be an informed decision made by the marketing teams with the intent of offering something new to their perceived target audience.
The concept of SEO content can surely generate a lot of hits on your website or landing page in the short term but it may not be the actual game changer in the long term.
Creating a strategy in content marketing for B2B is an art, science & philosophy, all put together into one single tiffin box which is then served to the audience (hot and fresh) with the clear intent of winning their hearts forever.
In this case, expert content editors can really work their charm and magic on your current marketing approach. They know exactly what content to be served to whom, who likes what, what should be the desired response from certain audience, how should a brand story be narrated in order to convey the right marketing message in between.
Here are few pointers that can transform your web & social media content into active brand newsroom.
Identify the audience and spend your energy in knowing their content habits
Find out whom you really want to target first on the web, whom would you like to get stumbled upon your brand through search engine or your social page.
Make a serious effort through researching their online content consumption habits.
Find out what they like to read, watch & engage with. Gather this data and keep serving your potential customers with the right content in your own unique style.
Identify the content formats they consume
Try finding what formats they consume easily.
Are they voracious readers, are they one of those who read books and newspaper cover to cover, or are they savage rich media & video gulpers?
Do they like high end 3D gaming environments, or are they all time radio fans who love their iPods & iTunes?
Is your target audience the one who likes every single photograph they see on their Facebook timeline or retweets every single joke or quotation on twitter?
These patterns can tell you exactly what content format you need to use to get the instant connect with your target audience.
Find out where do they go to find their content
It would make your job rather easier if you know the right place & context when you can connect with your audience.
Offering health content to people when they are looking to lose weight on a blog or through an app is the best context you could find for your content, similarly offering content around insurance services when someone is looking to buy a flat could well be the right context.
These contexts can help you win their trust and will position you not as a seller but as trusted advisor.
It doesn’t matter where the content is served, so long as the context is correct. You must know the places your audience visit to find that content.
Be it a website , a WordPress blog, a forum, a Social Network like Facebook, twitter, an app like Instagram, Pinterest or Watsapp. Make your brand’s content stay relevant wherever your audience is going.
Know what is liquid about your content
Higher the liquidity, the better the share-ability of your brand’s content, you must know what is the liquid element in your entire content strategy. What is it that would compel your audience to share it with others. Journalistic content is no good if it is not thought provoking or exciting enough to go viral among the target audience.
In the end, I would leave you with an interesting video talk by CMI:
To summarise this, here’s some food for thought
Content is created for humans, not search engine algorithms.
~ Anonymous Marketeer