It is no secret that B2B companies’ world over are employing content marketing strategies to boost brand visibility.
Through strategically placed content and skillfully crafted keywords, B2B companies are effectively carving their niche in a highly crowded consumer market. Good content strengthens brand reach, drives leads, and boosts sales. The difference lies in the fact that it’s B2B and not classic, consumer-facing B2C content.
So how can you make B2B content more useful for all concerned?
Let’s find out!
Understand the reader persona
B2B content has to be all of these three – useful, engaging and of high quality. B2B content can be immensely powerful if you keep in mind the persona of your real audience.
Just like you’ve got to know the buyer’s persona while selling stuff, you need to keep in mind the reader’s persona too.
Marketing Automation and Analytics tools can tell you a lot about your audience and what they look for on your site.
You can get a lot of insights by knowing their needs, fears, aspirations and interests. While this may not look relevant at the outset, it will definitely give you the scope to expand into tangentially relevant areas over time.
When you study your audience in segments, you are better equipped to target them with relevant content and ‘speak’ in a language they understand.
Establish yourself as a thought leader
Thought leadership foundations cannot be laid overnight. It takes time, strategy and willingness to constantly work on improving your profile in the digital space.
You need to identify very niche areas pertinent to your field that have been relatively less explored or covered. No doubt, this is no longer easy given the fact that there are too many prominent players in virtually all fields. But all said and done, you can still begin slow, and steadily work towards building your online following.
A significant amount of time will initially be spent on reading up on the subject, understanding what others have said or written about, and then work on identifying your niche.
Create your own style
Once you have figured out your niche, you need to create your own individual style. Good content should be conclusive and not end up in an ambiguous way. Have an opinion and do not be afraid to put it out there.
Backing up conventional data with more data is not really going to take you too far. At times, your content may get you into a conflict zone and people may question your point of view. But that’s fine as long as your opinions are based on valid research and theory.
Establishing yourself as a thought leader is way better than merely rehashing old stuff.
Work on new content ideas
You need to think of coming up with new content ideas constantly if you want to up your content marketing game. Know what people are talking about, be it on social media or otherwise, and find out topics that are getting more traction.
There are a variety of tools that can help you examine real-time data across networks. Based on this info, you can either come up with an altogether different topic or provide a different viewpoint on topics already being discussed.
A lot of people indulge in contrarian content marketing wherein they post content to counter existing opinions on the matter. What’s important is that you choose a method you are most comfortable with and stick to content that establishes you as an expert in your field.
Whether you are looking to create amazing brand visibility or be seen as a thought leader, We Can Help!
We have helped several companies stay on top of the game with the right B2B content. You could too. Call us and allows us to partner with you on your way to success.