David Jones
David Jones
We’re happy marketers who enjoy working with fellow marketers to help make their lives simpler and work easier. The long version: we’re a global business-to-bus
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Adapting B2B content marketing strategy to the 2021

A documented content marketing plan is always better than an ad hoc approach. 41% of top B2B performers have a documented strategy for 2020. Of those who have a documented plan, 69% have been the most successful in their endeavors, and that number has increased over the years. When it comes to digital content, it is important that you properly understand your basics. Before you start any content creation, make sure that you are following SEO best practices. Search engine algorithms are updated regularly for more accurate results.

By considering this overarching aspect of all of your content, it will ensure that your content is inherently successful online. Your content strategy won't work well online until the SEO process is built into every content format you create. Social media algorithms usually prefer visual content. Use these to better promote your content. Good strategies share common characteristics such as those described below.

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Who are you talking to?

The first step in formulating a strategy is figuring out who will find your product or service most useful. It's not that easy to say that you are targeting a specific industry. A detailed person must be created with background, preferences, interests, life goals and annual income. Remember, a buyer personality differs from an audience in that it contains a detailed profile of the ideal customer of your larger audience. You can go a step further and break that persona down into different types of buyers. Just as the B2B buyer journey is not always linear, the B2B customer base is often different. From here, you can narrow down your persona and find out which one can help your business grow the best, and target each person in turn.

Define your goals

To create a comprehensive B2B content strategy, you can't just identify one end goal. Each stage of the buyer journey has a specific goal to be achieved and stage specific KPIs. This is especially important when creating content for the buyer journey intent stage. When a prospect enters a search term on Google, they want an accurate answer. Sometimes they are looking for a website, sometimes it is informational only, and the intent may also be to buy something. Try to understand why it is important for your business to find the answer instead of figuring out what search term they are using. Make sure there is no speculation involved in this process. Sometimes you can understand this simply by asking your audience through a poll or poll. Getting firsthand information from your target audience can have a significant impact on creating accurate KPIs. It also helps develop the right brand voice that will appeal to your audience and will help you create really engaging content.

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David Jones
We’re happy marketers who enjoy working with fellow marketers to help make their lives simpler and work easier. The long version: we’re a global business-to-bus
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