Are you struggling to piece together all the concepts needed to come up with a content marketing plan?
In this article, we’re going to look at how you create a great B2B content marketing campaign.
The key to success is creating great and useful content for your desired audience. Without this, everything will fall flat.
But how will you create great content if you are not sure how it’s created? To create great content you must understand your potential buyers on different levels.
People look for content that explains ideas and educates them on how to solve their problem.
With content marketing, you need to be very clear about your brand, and how what you provide solves problems.
The first step to creating a working content marketing plan is to
Know your potential customers
To do this you create your buyers personas.
Who is your ideal customer, what do they want, where do they hang out (not necessarily physically, but more in terms of where they hangout online).
Look at what you want your brand to represent and who you want your content to reach.
When it comes to B2B commerce, the single most important thing to keep in mind that value and price are different things. While this is true in B2C, it’s truer in B2B as the people making decisions aren’t spending their personal money.
The point of the past paragraph is to encourage you to focus on value over price.
The next step is to come up with content ideas
If you are struggling to come up with content ideas, always takes a step back and think of how to create content that:
- makes your customers lives easier
- provides interesting perspectives
- answers questions
If you want to be successful with content marketing, you have to create content that speaks to your customers.
Content is the fuel of all your marketing strategies. Therefore you must create useful content that is compelling.
Content for the sake of content does have some limited value. Content that informs, educates, entertains, etc is more valuable.
Promotion sounds easier than content creation, and in many ways it is. As a small business with limited budget, rely on inexpensive social media management tools (buffer, hootsuite, etc) to promote your content.
But if your content is good and you publish frequently, it will generate organic search traffic, which is even better.
Content marketing for small businesses can seem a little bit complicated, at times, but the above should give you a clearer idea of how to go about B2B content marketing.
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