Content marketing has become a crucial component of nearly every B2B marketer’s strategy. In fact, 91% of B2B marketers say they use content marketing in their overall strategy. The good news is that content marketing has become a proven way to reach customers, earn trust, and impact the bottom line. The challenge for many marketers is identifying the right tactics and channels that work for their business and within their budget. It seems like everyone is competing for attention or popular keywords, and artificial intelligence is changing content creation.
In this blog post, we wanted to explore a few best practices we’ve used with clients when it comes to developing a content marketing strategy that directly impacts business development.
1. Take time to truly understand your audience.
The first step in developing an effective content marketing strategy is to understand your target audience. If you want your content to resonate with potential customers, you need to know who they are, their daily pain points and challenges, and what type of content resonates with them. This ensures you develop content that addresses their specific needs and interests rather than guessing if you’re creating valuable content.
2. Make sure your content is aligned with your overall business goals.
What are you hoping to achieve this year? Are you launching a new product or hoping to increase customers in a particular area of business? If so, you should incorporate those goals as you develop your content strategy. One key factor in this approach is giving yourself plenty of runway to educate and inspire your audience to take action. As the old saying goes, the moment you’re tired of talking about it is likely the time your customers are starting to recognize the message. Give your top-of-the-funnel content marketing plenty of time to work before you start expecting results.
3. Be strategic as you diversify your content.
In addition to creating high-quality content that resonates with your audience, it’s important to diversify the format in which you share it. Today’s digital landscape offers a variety of channels that allow you to get more out of your content marketing. For example, you can turn a white paper into a podcast or webinar. You can break down a blog post into a social infographic. As you explore ways to diversify your content, it’s important to remember what formats your audience prefers. The good news is that diversifying your content allows you to meet the different preferences and consumption habits of your target audience.
4. Don’t forget to promote your content.
You could write the most amazing blog post in the world. But it could quickly fall by the wayside without an intentional promotional strategy. B2B marketers must ensure that their content reaches their content audience by promoting it through a variety of channels. This includes strategically thinking about how to promote content on social media, email marketing, paid advertising, and influencer marketing. Promoting your content is essential for amplifying your reach and increasing the ROI of your content marketing efforts.
5. Let data inform your decisions.
Measuring the effectiveness of your efforts is an essential part of marketing. But often, evaluating content marketing becomes anecdotal and causes you to question how to adapt your strategy. This is why evaluating the data and adopting a more agile approach to content marketing is key. Which content pieces are most popular with your audience? What promotional tactics seemed to be most effective? How can you use these insights to plan your content marketing and areas such as product development or customer solutions? These are all helpful questions that provide valuable insights for your business.
Need Help with Content Marketing?
At Green Apple, we’ve used these principles to help dozens of businesses develop a content marketing strategy that creates a pipeline for business development. Our strategic, full-service marketing firm can help you plan and deploy an innovative content marketing approach to court customers and build brand loyalty. Contact Green Apple Strategy today to schedule a consultation. Our team is happy to sit down with you to discuss your marketing goals and how we can help you achieve each one of them.