B2B marketing is not easy. You work in a competitive, complex industry, and your customers demand informative and persuasive information. Because so many B2B deals are viewed as “partnerships,” as opposed to pure “transactions,” marketers and salespeople are under immense pressure to develop trust and relationships with target customers long before they sign a deal.
The internet runs on content — relatable and engaging content the public can easily find, understand, and apply. In today’s information age, consumers have endless information at their fingertips 24/7/365. They expect more from companies than ever before, and rightfully so.
The key to a successful content campaign is the ability to measure the results. You’ll have no real idea of how well or poorly your campaigns are doing if you can’t understand how it’s performing. You must know which key metrics you’re tracking and how to evaluate them to help you improve your content to maximize conversions.
When you develop a plan for new content, envisioning how each piece will work together to turn strangers into eventual customers is paramount. The traditional marketing funnel is an easy, familiar way to visualize a particular lead or prospect’s progress.
Creating content is difficult, but aligning a content strategy might be a more significant challenge. Should you focus on gated or ungated pieces? Should you emphasize video? Should you start a podcast?
If ramping up content production is your goal, a thriving blog has to be a top priority for your marketing team. If you aren't utilizing your blog the way you should, you could be missing out on an opportunity to comment on industry “hot topics” and establish your position as an authority in your space. Regular blogging increases traffic, improves your credibility online, and supplements your website to improve conversions and sales in the long term.
You can write all of the content and cover every topic possible in your industry to build a complete content strategy, but that content won't get you anywhere if it isn't engaging. Even if you do everything you can to implement a reliable SEO strategy across your website, you won't get the results you want if Google sees that people aren't interacting with your content.