Michael Bird, SocialMediaToday.com
How to Master Effective B2B Content
We've taken highlights from the article How to Master Effective B2B Content, by Michael Bird, Co-founder and Director of Digital Strategy at Social Garden to get you thinking strategically about online content that will draw in more customers.
If you have time we encourage you to click the link above and read the entire article for more detailed examples and ideas of how to make this strategy work for you.
Think of your business marketing strategy as a megaphone instead of thinking of it as a funnel. With the megaphone, you have the mouthpiece with all the information. The megaphone-style of marketing content can work with almost any industry.
To explain how you can effectively master the B2B content of your business, you would need to know about these key concepts: thought leadership, creating teaser content, and analyzing audience feedback to the content you’ve disseminated.
Thought leadership means possessing an authoritative and idea-rich voice that inspires users to keep coming back to you for business.
Thought leadership has four components that characterize the traits of thought leadership content:
- It must be expert content in that your ideas are genuine and have real value.
- It must be unique to your brand and must be in line with your brand’s place in the industry.
- It must be comprehensive.
- Being comprehensive is important, but you also have to break the content down into digestible pieces so as not to overwhelm your readers.
Have Easily Digestible “Teaser” Content
Making your audience interested in your content may be tough, but by providing them with easy to understand teasers, you can draw them deeper into the sales funnel. Teasers must be based on what the audience would be interested in. Other than having content that is relevant to the audience, it must be packaged in such a way that the audience will find them interesting. For instance, you can lead your audience to a white paper on an important topic using a short blog post or an infographic. In addition, you must also have a range of delivery options so that you can reach out to a diverse audience. Some audiences may be interested in infographics, others may prefer pictures, and some would rather have how-to articles, and so on.
Analyze the Feedback
Marketing, after all, is an effort to build your brand as well as your relationship with your audience. No matter how well you think you know your audience, you may still be surprised to find different insights and feedback that you hadn’t considered.
B2B marketing can be difficult because it is not east to gauge what each individual business needs. But like B2C, it is possible for you to tailor your content, and make sure that your content is worth people’s time, and beneficial to their business. By considering what businesses need, and what you can offer them, you will surely be able to market yourself effectively.
Read the full article How to Master Effective B2B Content, by Michael Bird
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