5 steps to make your B2B Content Marketing effective
Is content marketing worth the weight content marketing professionals are giving it? Sure, you hear a lot of buzz about blogging for business and SEO content being a powerful marketing tool, but how do you know what the real value of your content marketing strategy is? To answer that, I think it goes back to the old adage: GIGO.
As with anything in marketing, your results are largely based on how much effort and focus you give it. But before we go too far into this post, let’s get one thing straight: there are enough companies out there who have made effective use of blogging for business that we can rest assured of its overall effectiveness as a marketing tool. But how are B2B companies, specifically, making this effort effective and successful?
There are 5 major things that can make or break a decent B2B online content marketing campaign. Knowledge, Quantity, Value, Budget and Metrics. As you can imagine, there’s a lot more to these elements than meets the eye, so let’s dive into each one from a content marketing perspective.
1. Knowledge : Despite the fact that you are an expert in your industry, unless that industry is marketing, you probably won’t fully attack your digital content marketing campaign with confidence. What blog platform should you use? How often should you post? What does SEO mean and is it still relevant? Questions like these can paralyze even the most silver tongued professional when it comes to an online campaign. As with any new technology or system you put in place, there’s a learning curve. Your competitors might be a good place to start looking for things like timing and platforms. The content should basically be your elevator pitch, client presentation or value proposition, only a little more wordy… which is the next point.
2. Content Quantity : Posting once every six months or so can do bad things to a blog. Any momentum you might have gained in readership, or loyalty evaporates quicker than rubbing alcohol in the desert. Therefore, producing consistent and considerable content is the best anchor for your content marketing blog. You’ll need more than just a few words to help give the search engines something to get their hooks into. Staying in the 300 to 700 word range is a perfect place to land. This gives your business blog some nice, meaty bait for the search engines without boring your readers. And even if you keep the word limit on the low end, you might still bore your readers. That’s why what you write is the next point.
3. Content Value : Here comes the most difficult part of managing content marketing: what do you write about? Three main things can help keep your text on the right path. Your writing needs to be accurate, and targeted for the audience. This is not fiction (well, not exactly…) so you’ll want to have trustworthy content. The blog needs to be engaging, too. Anecdotes from your experience as a professional are a perfect way of doing this while keeping the post accurate. The third thing to help steer your writing toward success is to keep your posts varied. Change it up every few posts. Do some lists, then a story and maybe some product reviews. Mix it up.
4. Budget : Lack of funds can make anyone hesitant to build a content marketing blog. Let’s face it, if you’re devoting a few hours a week to the creation of content it’s costing you something. You need Buy-In from your business partners, co-workers or spouse that this web content marketing is really worth the effort. Start small by posting consistently every two weeks or so, then, once you start getting some action off the blog, you can justify allocating more to it.
5. Metrics / Professional Management : The last thing that successful online content marketing campaigns have is that they can track their readership. They either have a team that crunches the numbers for them or they are in-tune with what their industry resonates with, but either way: success comes when you can evaluate what has been done and refine it to be more targeted in the future. Google analytics can plug some real tracking info right into anything you release out to the Web. The key is to know your way around Google Analytics and get it working for you.
Take a cue from the leaders in content marketing and allocate some resources to your business blogging. By providing a ton of valuable and relevant content consistently your content marketing blog will set you up as an expert in the industry and help you climb to the top of the search engines. And for your questions along the way, or for help in managing content marketing, give us a call. Our expert blogging software innoblogs can put the tools for successful content marketing in your hands.
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