Marketers in any industry should be creating quality content online to share with target audience members, but it is especially important to do so in the B2B sector. Not only does the content that is produced help to improve brand awareness but it also improves SEO efforts, generates website traffic, and helps fuel a social media strategy.
The major drawback to content marketing is that it’s not easy to do. After all, not everyone is a writer. It can be difficult and time consuming to brainstorm topic ideas, conduct research, create content that is interesting and engaging, promote the content, and then monitor its success. Because it’s so difficult, it’s tempting to take a broad approach to content marketing. While this is OK to an extent, it’s important to remember that the purpose of content marketing is to attract a specific target audience that is the most likely to become a sale or a lead. If the content that you produce isn’t meeting target audience needs, it will be difficult to capture (and keep) their attention.
If you’re just getting started with content marketing you’re going to need to see what kind of content others in the industry are creating and what kinds of topics they are discussing. Look and see what kind of content is getting shared in social media that relates to your industry and look at the number of comments that those blog posts receive. You don’t want to copy the content that is being created by others, but it’s a good starting point just to understand how the competition is using content marketing.
If you’ve been working at B2B content marketing for awhile, but feel like it just isn’t hitting the mark or generating an ideal number of leads the first place to look is your analytics. Every website owner should have Google Analytics set up on their site. It provides key insights about how website visitors are interacting with your content and will tell you what your most viewed content is, what content is getting social shares, and the bounce rate. Obviously the best strategy is to create content going forward that touches on similar topics as your best performing content.
Analytics is also beneficial in guiding a content marketing strategy because it will tell you where your website visitors are coming from. In addition to posting on your own web properties, a good B2B content marketing strategy involves blogger outreach and researching other websites that accept content submissions. Analytics will tell you whether the content on those sites are actually generating any traffic. Since it takes time to create content, you want it published in the best locations possible.
When it comes to content marketing it’s important to remember than any SEO benefits are just a side advantage. The primary purpose of creating online content is to establish your business as a trusted source of information.
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