B2B content marketing strategy

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Keep in mind that creating such content doesn’t have to be directly related to an innovative product or solution. It could present your unique perspective on a relevant broader topic or area of expertise. Taking this approach has enabled many companies to carve out their own distinctive voice and niche in the market.

One of the most effective ways to achieve this is to invest in research that produces fresh insights that resonate with your target audience. If you can distil this thinking down into a range of content assets that meet your market’s needs, then you’re onto a winner.

For example, global Insurance firm Allianz has become linked with its Risk Barometer; while management consultancy McKinsey & Company is strongly associated with diversity and board performance; and search agency Moz has made Whiteboard Fridays famous.

B2B content marketing strategy
Why is a content marketing strategy so important?
Effective content marketing can deliver dramatic results, generating up list of usa cell phone numbers to three times more leads than paid search advertising. But achieving such results requires a sound content marketing strategy – and there are challenges. Read this summary to find out how to overcome some of the most common challenges.

But, a successful content marketing strategy will help to ensure that you:

develop multiple buyer personas for those you want to reach
create content that speaks to their needs, and
choose the best delivery channel, and consequently content format, to reach them.
Though content marketing can deliver rapid results – remember, all it takes is for one piece of content to capture the market’s attention – it is generally an incremental process that involves prospects taking multiple steps before becoming a customer.

Be happy at first to gain five seconds of someone’s attention through some snackable content. Then when you’ve achieved that, aim for ten seconds more, and then a minute. If you can hold that attention for three to five minutes, then you have a chance to convert. Trying to move too fast will leave potential buyers feeling pressured and out of control – which is counterproductive.

Even when you have gained their trust, be respectful by not making assumptions or taking anything for granted about their needs. Once you have gained a reputation for delivering high quality content, never short-change your audience by giving them anything less. If you do, then you will be in danger of damaging your relationships with them forever. However, if you can keep serving their needs and presenting them with new ideas, they can develop into brand advocates.

So be patient. Be consistent. Be respectful. These are all important things to keep in mind when developing your content strategy.