Content marketing is about creating and disseminating editorial content of high quality. The material is about customer and customer interests, which makes the company a reliable source of potential customers seeking information and inspiration.
Content marketing for B2B companies is primarily about becoming industry leader: a leader in authority and influence in industry issues. The strategy is therefore based on creating content that positions the company as an expert with good insights about the industry’s trends and trends.
Content marketing for B2B companies
Each marketing technique needs its strategy. When we work on content marketing for B2B companies, Navigator aims to provide editorial content plan goals and search engine optimisation. The editorial plan is also based on potential customers’ decision-making processes – what content is searching for the recipient in the different phases of purchase?
What content does the brand strengthen and help the recipient to make a purchase decision? What forum is the b2b customer moving on? Pure distribution makes it easier to use any form of hub for its content. A blog is a great way to gather content and drive traffic to the website. The blog is also an easy way to continually create new landing pages with relevant information and thus make the web page a knowledge-based hub.
The content that is created should be inspiring, current and, as said, about the customer. We recommend the 80/20 rule: 80 percent are about the customer and 20 percent are about the company.
Articles, blog posts, newsletters, reviews, educations and reports are examples of editorial content that is attractive content for potential b2b customers to share. The more objectively this is in its character, the higher the credibility you build as content provider. But to regularly create editorial content, of course, requires resources and skills.
Content creators must be knowledgeable in the current area, and partly have the ability to express themselves in order to capture both readers and Google’s interests. But all content need not be created from scratch. By sharing the posts of others or reusing their own materials, the continuous production becomes easier.
Measure and follow up
Content marketing is a long-term form of communication, even more in b2b than in b2c. It takes time to position the brand, spread it and create industry authority. The number of completed purchases, therefore, says quite a bit about how good a content strategy works.
Instead, factors such as dedication, opening frequency, visitor statistics, and insights from other pages are primarily to be measured. Content marketing within b2b should also be linked with lead management.
The digital channels make it possible to see who shows particular interest in the content. A Lead Generation Tool shows when it may be appropriate to record a sales contact to close a purchase.
Do you want to know more?
SEO Expert Melbourne has a number of services in content marketing, including strategy formulation, content production, email marketing, lead management and SEO strategy. Please contact us if you want to know more about how we can help you with your content marketing.
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