Content marketing is a powerful strategy that any business in any industry can use to widen their digital reach and establish themselves as an industry expert. When executed well, these strategies help build trust with potential and existing customers. By producing excellent written content that emphasizes their best features, informs customers, and incorporates compelling images and videos, companies can stand out in a crowd of competitors.
Developing a detailed content strategy is the key to regularly producing unique content for clients in various industries. If you focus on the buyer persona of each client as well as sparing time to conduct industry keyword research, you can ensure that your content is aligned to your customer’s current pain points.
Below are some content marketing strategies that fit all industries:
Understand your audience
Content marketing strategies come in various forms just like the industries that utilize them. When it comes to proven and tested methods that have worked for all industries, there are plenty of options you can execute. However, it’s always better to take into account the preferences of your buyer persona. Apart from creating a buyer persona, there are also other methods you can try to continue learning about your customers. These include performing keyword research, sending customer feedback surveys, and creating a social listening strategy.
Track your analytics
Having analytics in place will give you lots of valuable insights. You get to know if your content is connecting with your ideal customers, which pieces are preferred by them, and which days do readers normally open your email. Tracking your analytics will help you make more informed content decisions in the future. If you want to offer more value to your customers, it’s better to determine the most popular subjects on your site and the long-tail keywords that are most searched. In doing so, you can start producing helpful content to help solve their pain points within the context of what is already searched. In addition to your blog posts, you may also want to consider including more medium such as infographics, videos, and e-books.
Monitor your competition
Chances are, your competitors will have different opinions from yours when it comes to industry philosophies. When you know what your competition is saying, you can respond through your blog post that references your competition’s ideas. This way you can keep your conversations going all the while helping consumers understand your varied sides. Furthermore, you may also want to monitor how your competitors are responding to consumers.
One of the most effective content marketing strategies that suit all industries is a content calendar. You can use it to plan out the content pieces you’re intending to create and schedule them on your desired publication dates. Creating your content calendar is very important because high-quality content takes lots of time and great attention to detail. By planning ahead, you can stay on schedule and post content on a regular basis, so your readers can know exactly when they can hear from you again. This is also a great way to establish trust with your current and potential customers. When you have an active and regularly updated website, Google will notice that your site is current, thus, helping you gain authority.
3 Core Elements A B2B Content Marketing Plan Has To Have
An engaging content marketing plan is a great starting point for people who want their company to become a trusted B2B brand, expand their customer base, and earn more business. Achieving all those goals is made possible with a well-constructed, well-implemented content marketing plan.
Nonetheless, your plan has to be engaging, organized, and highly targeted to your audience. With good content, it allows for more touchpoints that help you build brand recognition, showcase your expertise, and aid you in becoming part of your audience’s online community. So, whether you’re thriving in a current market or expanding into a new one, below are the three essential ingredients your content marketing plan needs:
An effective B2B blog
Blogs provide several benefits such as driving traffic to your site, promoting your thought leadership content, and providing you content to share on social media. And because of this, more than 80% of B2B companies have decided to create their blog. A good blog is something that emphasizes the needs of your audience and presents that information in a relatable, non-promotional voice.
The main purpose of your blog is for customers to see your brand as an expert resource. In other words, regardless of the form of blog content you publish, every post should resonate to one or more of your brand’s buyer personas. These buyer personas are built according to the characteristics of your best customers. Furthermore, when creating a blog post, make sure that you include relevant keywords, metadata, and references to support your claims. To take things up a notch, you may want to include visual elements like video clips, images, and infographics.
A thought leadership content
Brands often fail to recognize the value of thought leadership content. This kind of content is a must-have because it shows that your company takes its missions seriously. Similar to blogs, thought leadership articles should concentrate on the audience, and not the brand itself. Also, keep in mind that most publications only accept non-self-promotional articles. When brainstorming for your thought leadership articles, consider also your buyer personas. Write about topics that are relevant to your prospects and current customers such as market conditions, best marketing practices, and industry trends.
Helping readers solve their pain points and improve their company will make them trust you and refer to you for insight. Furthermore, as you develop article ideas, think about where you’d want to publish your finished articles. In most cases, online trade publications that your clients read are the best place to display your articles.
B2B social media decision-makers
Social media is known for its great prowess, particularly in the content marketing field as it is capable of reaching a massive audience base that not even your company blog and thought leadership articles can do. With thorough research, greatly written posts and a consistent schedule, you can use your content on social media to boost brand awareness, share your brand’s voice within your niche, capture more website traffic, and establish an online community around topics that are relevant to your audience.
As for which platforms to use, it should depend mostly on three things: 1) your audience’s preferences and behaviors, 2) the type of content you make, and 3) the time you have to craft your content for posts on various outlets. That said, LinkedIn is like the universal social media outlet for B2B marketing since it’s the source of 80% of B2B leads and around 40% of social media traffic to business websites. Twitter posts can also help you drive traffic to your content and improve your brand awareness. Meanwhile, Facebook is a great medium to share your blog articles and create polls and discussions. Another popular social media platform is Instagram, which is more geared towards visual content and short videos.