Most companies recognize the value of spending on high-quality content. However, not all of them spend time promoting these articles, white papers, and reports. Doing this is like painting a picture you intend to sell and only displaying it outside your home. If you want B2B marketing content to generate leads and increase your brand authority, you have to do more than come up with well-written articles.
Content needs to resonate with your potential clients, and for something to strike a chord with a person, they need exposure to it. Here are things you should do to ensure that your content attracts your target market.
Ensure That The Topics Are Relevant
If you do not know your target customers' needs, goals, and problems, you will find it challenging to develop content. Start figuring out your potential clients by looking at blogs by industry leaders or other companies in your field. You can also run a survey in your email list and look through your brand's social media accounts for inspiration.
The marketing campaigns you create should also have actionable takeaways. It's not enough for people to read informative or entertaining articles on your website. At the end of each update, you need to give them something to do, whether it is to check your blog, sign up for weekly recaps or exclusive content via email, or register for a free trial of your software or service.
Alleviate Potential Client Anxiety
Lead generation is about attracting and keeping new customers' attention. You can do this if you target a pain point and provide solutions to it. Your content should ease clients' minds and present your offerings as viable solutions to their problems.
For example, if you manufacture fabrics, one of your target markets might be shops selling to DIY sewing enthusiasts. One concern or pain point of this group is finding the best patterns to use; they wouldn't want to spend time attempting to complete a complicated project. Creating pattern reviews is an excellent way of addressing their concerns. You can show through articles which of your fabrics in stock are the best fit for the project.
Show Existing Customers Why They Should Stay
Businesses that do not offer content marketing or SEO writing services can still use guest posts and content on blogs to showcase their work, cultivate audience loyalty, and keep people interested in the brand. B2B content marketing cannot happen overnight. It builds your brand authority over time.
A viral piece might create an uptick of traffic to your website or gain your company some exposure, but you need to sustain people's interest and show that you can be more than a one-hit-wonder. Keep producing relevant content to show customers that the value you provide is continuous.
For example, if you are a company that rents out event halls or venues, you can build audience engagement by creating an SEO campaign with posts your target audience will want to read. Focus on creating articles that people can keep referring to, like "How To Choose An Events Venue For A Conference" or "Terms You Will Encounter In A Contract For Renting An Event Venue." If you produce content like these, you encourage readers to come back to your blog.
Convince Current Customers To Upgrade
Besides convincing people to keep their subscriptions or buy your products, content can also convince people to upgrade their accounts. If your B2B content provides a comprehensive look at how the products and services benefit audiences, it will help convince customers to buy more. The sales team will not have to spend a lot of time pitching to clients and coaxing them to purchase your other goods and services. Avoiding unnecessary calls will prevent your potential clients from becoming annoyed with your sales team.
You can also use internal data to solve issues or create opportunities for your sales team. For example, suppose a company positioned itself to address a particular target audience when it launched, and now it wants to expand its market. However, stakeholders have second thoughts about creating posts with mass-market appeal.
What marketers for that company can do is collect reviews of the current engagements with clients. They can look at the types of campaigns, breakdown of placements, the number of social shares, page views, conversions, and website traffic from these campaigns and see which ones have the most engagement.
Then, they could create content for beginners that revolve around these popular topics. Long-form content is a great way to appeal to people already serious about your brand. It is also possible to gain new followers from introduction-type posts. Whichever the case, you need more media outreach if you want visibility to people you're trying to attract. If you craft your strategy well, you can create mass awareness for a product while sticking to a company's brand values.
Content helps you attract your target audience’s attention and enables your brand to associate itself with expertise in your field. If you sell B2B, these posts should enable prospective clients to see your products as a solution to the challenges their company faces.
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