How to Write a B2B Content Marketing Strategy That Will Increase Your ROI
B2B content marketing may seem the same as B2C content marketing, but there are actually some very important differences that you should take into account. And if you recognize these differences and use them to your advantage, you can get better results when selling to a B2B audience. Without further ado, here’s how to write a B2B content marketing strategy that will increase your ROI.
1. Choose Your Metrics
To accurately measure your return on investment or ROI, you need to select the right metrics that will be representative of your content’s performance. In other words, what will you be tracking? Some things may be more important than others, depending on your goals. They can also be more indicative of the success or failure of your B2B content marketing efforts.
When it comes to content marketing ROI, most marketers focus on consumption metrics, sales, lead generation, and sharing. However, you can prioritize certain types of metrics over others in planning, executing, and assessing your content marketing strategy. For example, your email subscription rate might be more important to you than your social media follow rate.
2. Plan Your Strategy
Before you start marketing in any way, you need to plan your strategy well. If you have a detailed plan in your hands, it is much easier to know what you should do next and how you should do it. This means that you won’t be performing any unnecessary actions that could ultimately impact your ROI.
Moreover, a plan is always necessary for intentional content marketing. Now that you know which metrics you will be tracking, you should also decide which channels and platforms you will use to deliver your content, as well as what kind of content you will create and how.
3. Create Engaging Content
Speaking of content creation, you should always aim for engaging content if you want to see a high return on investment. Engaging content prompts readers, viewers, and listeners to act rather than passively consume the said content and move on. If you want to get more subscribers, increase sales, etc., you need to deliver content that will make people do all of these things.
If you don’t know how to create engaging content, you can hire an experienced writer from the writing service TrustMyPaper. They will be able to guide you during the initial process of content creation and provide you with samples or examples of content that you can then use to create content of your own.
4. Build Your Online Image
Building your brand is critical for successful B2B marketing, and because you will be focusing on content marketing which is done online, you will need to create an online image for your company.
Obviously, your online brand image will be an amalgamation of different bits and pieces of information and content about your brand found online. However, most of this brand-image-building is still in your own hands. The kind of content you create, the brand voice you use, the customer support you provide – all of this will contribute to your brand image.
5. Tell Unique Stories
When it comes to your content, there are many types of topics you can cover that will be relevant to your audience. Industry insights and research will likely be quite interesting to your B2B audience. That being said, you probably shouldn’t rely on data alone. Instead, try to find and tell unique stories.
For instance, you can interview industry experts to hear their opinions on the latest trends as well as tell their personal stories about working in the industry. You can also make your own employees the stars of your content by telling their stories. All of these can add a human touch to your content and help you connect with your audience.
Another way to give your business a human character is to personalize it. Instead of crafting a brand name for an organization, you can make a real person be a brand themselves. For example, Robin Waite is a great illustration of how an online business coach has successfully made a brand out of his name.
6. Publish Valuable Blog Content
In addition to your content being engaging and of high quality, it should also be valuable. But what is “valuable”? Well, the value of your content can come from different aspects of it. If your content’s purpose is to educate, then it should have educational value to your target audience. But if its purpose is to entertain, then it should be able to entertain your audience.
Once again, you don’t necessarily have to create all your content yourself. You can hire a professional writer from the writing agency Best Essays Education, who will help you create your content or even create it all for you.
7. Update Your Website Design
Though it may seem that your website doesn’t have anything to do with your content marketing, it is actually just as important as the layout of your social media profiles. Your website is the most visible digital platform where your logo will appear. In order to represent your brand you should showcase it while avoiding common website logo mistakes. This is why you might have to update your website design and give your official business website a new, refreshing look.
Start with the practical aspects of your website. Make your navigation more intuitive and improve your linking system. Then, test your website to find and fix any potential bugs. You might also have to update the website’s visual design if it looks outdated.
8. Target the Right People
Last but not least, always target the right people with your content marketing. Actually, this is one of the first things you should think of when planning your content marketing strategy. When creating your content marketing plan, you need to have a clear idea of who your target audience is and how you should approach potential buyers.
If you target the wrong people, you might end up spending much more on your content marketing campaigns than you could have. The point of increasing your ROI is to invest less and get greater results. This means that you need to prioritize the types of potential customers that are the most likely to convert into your actual customers. It sounds simple, yet it’s something a lot of marketers seem to forget.
Content plays a critical role in B2B content marketing, so you need to focus on it above else. By making high-quality and valuable content, you can convert more customers and increase your return on investment successfully.
Author’s Bio: Jane Travis is an experienced freelance writer. She currently works with big content writing companies on a part-time basis. Recently, Jane decided to start her own writing blog. She shares her expertise in creative writing and hopes her readers find it useful.