6-Step Guide to B2B Content Marketing that Works
Transcript of 6-Step Guide to B2B Content Marketing that Works
6-STEP GUIDE TO B2B CONTENT MARKETING THAT WORKS
70 percent of marketers report that they plan
to produce more content this year than last
year. At the same time, only 30% rate their
efforts as “effective” or “very effective.”
That means a lot of us still struggle with the
marketing aspect of content marketing. Use
the 6 steps in the following slides as a
blueprint of how to build a content strategy
that produces measurable results.
INTRODUCTION
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DEVELOP YOUR STRATEGY & CREATE A MISSION STATEMENT
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Anyone, anywhere, with any budget can develop a valuable audience over time and make an impact. In other words, there are no excuses for not doing this well, as long as you have a plan and execute against that plan.
JOE PULIZZI Founder of Content Marketing Institute
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Before you write one word of content, define your goals and establish measurable objectives. Keep in mind that content has different objectives at each stage of the purchase path. Each stage has its own subset of key performance metrics that you’ll want to take into account.
DEVELOP YOUR STRATEGY & CREATE A MISSION STATEMENT
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From Awareness to Engagement
DEVELOP YOUR STRATEGY & CREATE A MISSION STATEMENT
GOAL
AWARENESS Reach your audience at scale to build awareness and a positive impression of your brand
ENGAGEMENT Nurture prospects until they’re ready to make a purchase
TRACK
• Awareness • Branded search • Brand recall and lift • Website and referral traffic lift • Page views, page per visit,
and time spent on side lift
• Subscriber/opt-in lift • Engagement (open rate,
shares, likes, comments) • Bounce rate decline • Unique visitors lift • Inbound links lift
• Leads (organics vs. paid) • MQLs/Sales
Accepted/Opportunities (SAO) • Sales Qualified Leads (SQL) • Cost per lead • Qualified lead velocity rate (i.e.,
growth in qualified leads)
• Form Fills • Revenue • Returning Visitors • Close rate • Retention rate and/or
customer lifetime value and/or upsell/cross-sell
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AUDIENCE X finds …
INFORMATION Y for …
BENEFIT Z
Next, create a mission statement to use as a guide for the kind of content you will create, where it will be published, and what business goals it is meant to drive.
Orbit Media Co-Founder
Andy Crestodina recommends
using this template for
determining content strategy:
PRO TIP
DEVELOP YOUR STRATEGY & CREATE A MISSION STATEMENT
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IDENTIFY YOUR BUYERS
Content that understands its audience will be good content. Content that doesn’t, can’t be.
DOUG KESSLER Creative Director & Co-Founder Velocity Partners Ltd
Remember, most B2B
purchasing decisions involve
multiple stakeholders at
different levels in the
organization. Make sure
to include them all.
To really identify your buyers, you’ll
need to map out the stakeholders.
Consider:
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IDENTIFY YOUR BUYERS
Who is in the buying committee?
What motivates each member?
How do they interact with each other?
What motivates each member?
PRO TIP
Developing Personas
Begin to build personas that represent your “typical” buyer. Personas should be based on real information from potential and current customers.
Get the info you need to build personas by:
Asking the sales team who their prospects and customers are
Using LinkedIn to explore roles and hierarchy within an ideal company
Asking existing customers directly through surveys and email
Stick to the info that will shape
your content. You don’t need
to know what car your persona
drives, how many kids they
have, or whether they’re
dog or cat people.
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IDENTIFY YOUR BUYERS
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3 IDENTIFY TOPICS
Start by thinking like the target audience. Quantify their questions to understand the categories and structure of the content that gets ranked and shared. Then build a content marketing destination best structured to answer those questions.
MICHAEL BRENNER CEO, Marketing Insider Group
Research
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IDENTIFY TOPICS When choosing topics,
include competitor research
as well. Identify what your
competitors are doing that
you can do better. Find gaps
in the conversation that your
content can fill.
With a clear picture of your target audience(s) in mind, you can begin to research potential topics. As TopRank CEO Lee Odden says, the goal is to “be the best answer” for the questions your audience is asking.
What does your audience search for at each stage of the purchase path? What topics are they researching, and what words and phrases do they use to find information?
Topics to consider:
What burning questions from your potential buyers align with your organization’s expertise and solution?
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Get Answers
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IDENTIFY TOPICS
Asking the sales staff for prospect FAQs
Find the questions your content can answer by:
Asking customer service to CC you when they answer questions in email
Interviewing existing and potential customers
Using tools like BuzzSumo, UberSuggest, and Google Keyword Tool.
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5 6 CREATE CONTENT
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Create an Editorial Calendar CREATE CONTENT
Use an editorial calendar to guide your content planning and ensure you address the most crucial topics.
Prepare a good mix of content for each stage of the purchase path. Types of content can include blog posts, videos, and infographics.
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Let’s take a look at a week’s worth of blog posts, mapped to the
Blogging Food Groups: Meaty, deep-dive posts including research and analysis Main courses
At LinkedIn Marketing, we liken the essential ingredients of blog reader engagement to food groups:
Good-for-you posts that highlight thought leadership Vegetables
Filling how-to and influencer posts Grains
Bold statements to spice up the conversation Spices
Light-hearted content that’s eminently sharable Desserts
The Blogging Food Groups CREATE CONTENT
Big Rock Content CREATE CONTENT
The Big Rock model is one easy way to fill out an editorial calendar. A Big Rock is an SEO-friendly, conversation-owning piece of content with endless repurposing opportunities across the blogging food groups.
As you create content, make sure each piece serves one or more of the following functions:
• Supports a purchase decision with data
• Offers a fresh perspective on a hot topic or industry norm
• Solves a problem or answers a question
• Provides SEO value
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AMPLIFY YOUR CONTENT
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AMPLIFY YOUR CONTENT
Promote your content, both organically and with paid promotion, such as:
• SEO
• Influencer promotion
• Employee promotion
• Targeted content
• Native ads
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SEO AMPLIFY YOUR CONTENT
Because you created quality content based on your buyers’ burning questions, your content has SEO built in already. As people like and share your content based on its quality, your search engine rankings will rise. Add these features for even more SEO boost: • Keywords in your title tag and meta description
• Keywords in your content, including header tags
• Crosslinks to and from the post and your other content
• Schema markup to help search engines understand
your content
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Influencer & Employee Promotion AMPLIFY YOUR CONTENT
Influencer promotion: Influencer marketing gives content baked-in amplification potential. Realize this potential by making it easy for your influencers to share:
• Send the content for their review before it publishes
• Let them know in advance when it will publish
• Send a reminder on the publication date
• Include social messaging templates they can copy and paste
Employee Promotion:
Employees are an often-
overlooked, but powerful
means of amplifying content.
Keep them in the loop when
you publish content. Give
them template social
messages. Incentivize them for
sharing. Involve employees
early in the content creation
process. Treat them like
influencers (they are). Even
encourage them to create
their own content to publish
on your Company Page.
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Targeted Content & Native Ads AMPLIFY YOUR CONTENT
Targeted content When you publish on LinkedIn, you can select a targeted audience for each post. This free feature lets you focus your content for each of your audience segments.
Native ads Native ads are a paid solution that places your content in the context of what your audience is already consuming. Relevant, highly-targeted content performs well in native ads, because it feels like a natural extension of the reader’s feed.
Here’s how B2B brands use
Sponsored Content, one of
LinkedIn’s native ad formats,
to get results.
PRO TIP
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ANALYZE AND OPTIMIZE
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ANALYZE AND OPTIMIZE
Iteration is the most crucial part of any content marketing strategy. You began the process with measurable goals and what metrics you would use to evaluate them. Now it’s time to assess how your content performed. Make sure to use the right metrics for assessment. For example, if your goal was to generate leads, a post with a lot of traffic but low lead capture didn’t meet its purpose, even though it had high views. In that case, you would identify why the post was popular to use for future content, but also examine why the CTA failed to convert. Use the results of your analysis to adjust your strategy, always aiming for improvement over time. The Sophisticated Marketer’s Crash Course in Metrics & Analytics can help choose the right metrics and perform careful analysis.
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CONCLUSION Content marketing is more than just content. It is content strategically created to address buyers’ needs while serving a measurable business objective. By practicing these six steps, you can start turning random acts of content into intentional, results-driven content marketing.
For more in-depth tips, strategy, and advice,
download The Sophisticated Marketer’s
Guide to Content Marketing.
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