How to Build a B2B Content Marketing Strategy

Content marketing plays an essential role in growing business, promoting products, building brand awareness, and more. Content is beneficial in several ways. It will help make your business more visible to potential customers and generate more traffic to your website. 

However, randomly publishing blog posts and sharing videos on YouTube will not be a successful way for the promotion of any business or generate the right ROI. 

Content marketing goes a long way toward growing a business. In this post, we will explain how every business needs a content strategy and how you can create one that fits a B2B company or a brand.

What Is a Content Marketing Strategy?

A content marketing strategy is a part of your marketing plan that involves creating different types of content, including videos, e-books, blog posts, etc. and then marketing them online.

Blog posts will take up most of your attention.

They will make your business discoverable on search engines, and apart from that, they are most effective when it comes to generating long term organic traffic to your company/product website.

Identify Your Target Audience

Before you even get going about creating a blog post, you need to learn about the audience you are going to target with your content. It will be best if you start by creating a profile for your ideal client. This way, you are creating a buyer persona. 

When it comes to B2B marketing, you will have to target specific people in the company. For example, suppose your business is into selling stationary equipment for offices. In that case, the content created will target the person in charge of the buying equipment and not the company CEO.

It is necessary to research and then create a buyer persona for your company to make it as detailed as possible. Buyer Persona will play a vital role in your content marketing strategy. 

Set Clear and Specific Goals

Your content strategy needs to have an actual purpose. It should not be just about improving the SEO on the website. Set precise and clear goals for every blog post you create. For example, you can set a particular target for every blog post you create. 

For example, set a goal to generate 1200 people who subscribe to your email within three months and create a content strategy with blog posts that help you achieve that goal. Realistic and practical goals are need of the hour though. 

Aiming for goals such as getting more followers on social media or more page views is not going to work. You must aim for goals that improve your business, like generating more leads.

Research for Content Ideas

Now you have a specific audience to target and a strategy with clear goals, so researching for blog post ideas will be easy. Starting with the search will be easy. The best way for this is to start by finding the right keywords. For example, if you want to write about how standing after regular intervals during work improves productivity, search for that keyword in Google Keyword Planner to make sure it has enough audience.

Then some keywords that can create content ideas can be searched. Many tools are available in the market like Buzzsumo, Quora, and Feedly will help to find the most popular questions related to your search terms. They can be used to create relevant blog ideas of your own. 

Create Content That Converts

The type of blog posts made will bring in traffic to the blog. In the next step, you need to figure out how to make the most of that traffic and convert it into leads to grow your email list. Lead magnets will do the trick. Lead magnets are offerings like free ebooks, free product trials, free email courses, content upgrades, etc., that are giveaways for free to obtain the email address of the visitor.

Congratulations! Now you have a content marketing strategy to help increase conversions and sales. Do not forget to repurpose your blog posts to create different types of content, like YouTube videos and infographics. Creating a content marketing strategy is an investment that lasts long term and makes your brand discoverable across YouTube, Facebook, Google, and Twitter. You need to invest in it well.