Updated: Mar 24
With the disruption across businesses this year due to Covid, The biggest challenge for every sales and marketing team working from home is how do we acquire qualified leads? Given that meeting prospects at events or at their office or yours is a challenge for some time to come, leveraging digital platforms is going to be key going ahead in 2020 for businesses to generate qualified B2B leads. The noise around digital marketing, digital advertising even digital manufacturing is getting louder. More and more companies are looking to get on this bandwagon of digital innovation fearing how rapidly everything around them is changing. The transformation of the business landscape is shaking the very foundation on which many of these companies were built.
However the key to surviving this digital transformation is to be open to change and innovate more rapidly. The key to B2B leadgeneration online starts with a great B2B Content marketing strategy. The 3 key elements of an effective B2B Content Marketing strategy are having a Content Marketing plan, Creating Content that your audience loves and Content Distribution across the right channels. The secret to an effective content marketing strategy starts with creating great content. So let me quickly explain to you some proven tricks and tips to get started.
1 Define your content marketing plan.
Just like anything else in business, being consistent day in and day out helps build that robust content marketing foundation. Make sure you get a team of passionate people who understand your long term goals and vision and what you intend to achieve out of this strategy. Draw out a content marketing plan on how many blog posts, videos or slideshare content you plan to roll out each quarter. Since i believe content marketing is a long term strategy i suggest you review how your plan is working out at the end of every quarter. An effective B2B content marketing strategy also needs to chalk out content techniques for different content formats and the respective content triggers or call to action. Click here to read my post "How to growth hack your business"
2 Creating content that your audience loves.
Great content is only as enjoyable. Once you have defined your objectives and goals, you then need to understand who your audience is and what matters most to them. I believe in quality more than quantity. It is better to create fewer pieces of great content that your audience loves than bombarding them with a lot of content. While most companies ask marketers what will make our content go viral? SEO...SEO and more SEO is the answer. Search engine optimisation can add some serious traffic to your content marketing. It is important to understand your audience and what is their search intent. You then need to do keyword research to identify keywords with low keyword difficulty. Ideally use long tail keywords with low competition. This way your content is likely to be ranked higher in search engine rankings. Finally since B2B content marketing is a long term strategy, if you focus on what delights your audience you are pretty much on the right track. I recently did a post on how to create great content around your events, online training, workshops and driving registrations. Click here to read my post "Top 5 hacks to boost your SEO"
3 Content distribution channels.
Creating great content is one thing and distribution across the right social media channels and third party networks, digital advertising etc is another part of the journey. A lot of companies just upload content to their website or their social media channels with little or no relevant audience and then expect results to start showing right away. Social Signals are a great way to build high quality backlinks across social media networks even if you dont have your own social networks. Social Signals are google friendly and are a quick fix to your SEO problem. Conventional SEO is a medium to long term strategy which takes time. Your website is static, instead of waiting for your audience to find you adopt an agressive social media marketing strategy using Social Signals to boost engagement on Social networks. Make your employees your brand advocates and ask them to regularly engage with your social media posts and share among their friends and colleagues. However if you are small business owner that cannot wait for 6 to 12 months to build your brand Social Signals are ideal for you. Alternatively you can use email marketing as a content distribution channel. Send out mass emails to your contacts with links to your articles and videos regularly. Click here to read my post "Top 5 hacks to build an Email Marketing list."