Marketing content has certainly evolved in the Internet age, and most companies have finally mastered how to make it work for a modern audience. From more personalised content to precise targeting, the tools are available to make a blog or video fit a specific demographic. However, you still need a strategy to create content that's compelling.
Since all content requires structure, having a strategy in place helps you shape what you create, where you'll place it, and how to personalise it.
Strategy often gets missed in creating content, mainly because of time elements and worry about gaining customers as quickly as possible. Without a strategy, though, you're losing the purpose and motivation behind why you're proliferating content.
Here's some strategies to consider, some things you might miss, and examples of how content strategy works for others.
What Strategies Are You Missing?
To get started, look at the things many B2B marketers typically miss when creating content on their websites or social media. Here's some data to open your eyes:
- B2B companies often talk too much about business benefits rather than what their products do for personal value.
- Those in B2B need to educate their buyers, or teach them something new for thought leadership.
- You don't always see B2B companies continue to send content in the post-sale phase.
- Many B2B buyers don't feel like content gears toward their personal objectives or buying processes.
With this minimal data in mind, you see the problems you've perhaps bypassed in favor of creating content in the moment.
Think of poor content strategy as going on a road trip from San Francisco to New York without Google Maps, Siri, or a road map.
Ultimately, how do you get there? It's time to take on some individual strategies to prepare for the buyers you target, as well as unexpected situations.
Demonstrating Product Expertise for Conversions
In the B2B world, one of the best marketing strategies is finding ways to demonstrate your product's value to the buyer. It's not all about the technical aspects or even the packaging.
A good example of this in action is from a B2B company called Tetra Pak that used a more targeted campaign to market product expertise over the package. For their innovative drinking cap, they went after a specific Millennial market. The demographic responded strongly based on the attention toward their pain points.
Using this as a major strategy can send you off in the right direction. However, it still requires studying your budget and analysing buyer personas.
Where Should You Place Your Marketing Budget?
Here's some data and tips on where you should place your B2B marketing budget this year for more strategic spending:
- It's important to spend 40%-50% of your budget on campaign planning and content creation. When you do, use that money for a documented content strategy.
- Place 20%-30% of your budget into online advertising, which includes cost-per-click ads, and social media ads. With Facebook Ads being popular and easy to use, you don't have to spend a lot.
- Investing at least 10% into marketing content software helps you proliferate your content easier. Automation tools post what you create at just the right times in emails, on your site, or on social media.
Creating B2B Buyer Personas
There isn't any better B2B content strategy than creating buyer personas. In the B2C world, this is common, though it's not always common enough in the B2B industry.
You have some significant reasons to dig deep and find data about your typical buyers. HubSpot notes that when you understand a buyer persona, it's going to make your website two to five times easier to use for your visitors.
This counts toward content you place there, like the blogs you write, any videos you shoot, or infographics posted.
Branding your B2B content toward buyer pain points is going to differentiate you from everyone else who merely create ordinary content off an assembly line. Kick start your marketing strategy by downloading the Strategy for Success ebook: