B2B Content Marketing: How to Get the Right Strategy
The general consumers are relatively easier to cater to as there is a high chance that some of them would purchase impulsively. However, when your clientele includes the decisions makers of other businesses, conversion becomes a challenging task.
This is why most companies are opting for comprehensive B2B SEO assistance that would help them effectively attract their targeted audience. A great tool that ensures businesses can achieve that is B2B content marketing. From the very get-go, it will help attract visitors to convert them into customers.
Importance of B2B Content Marketing
As of 2022, B2B marketing teams with the highest success rate invest about 40% of their budget solely on content marketing.
Content Marketing¬†is essentially an umbrella term, and there are numerous approaches that you can take to improve your B2B site’s performance. Some ways it will help your website are:
- It improves search engine ranking and visibility
- Generates new business leads
- Saves time compared to other marketing endeavors
- Drives web traffic towards your niche pages
- Provides immense data on customer insights
- Substantially improves customer retention
Apart from this, a proper¬†company marketing strategy¬†with content can help you create a community with a host of present and potential clients.
How is it Different from B2C Content Marketing?
While the two types of content have multiple aspects differentiating them, there is one that even a novice can recognize. This is that B2B content is written to primarily educate its readers and B2C content aims to entertain.
However, this doesn’t mean that B2B contents have no interesting elements. It is just that their target audience is a group of individuals who seek factual information that will convince them to purchase a particular product.
SEO company formulates write-ups that have detailed product analysis, reviews, research, demos and practical proposals in them. On the contrary, B2C pages tend to have features and benefits of a specific product with attractive CTAs.
Also, you need to understand that the line between these two content approaches might get blurry in certain instances. This is because there are many products that both individuals and enterprises can purchase from a company.
How to Get the Right Strategy?
As per the Content Marketing Institute,¬†approximately 93%¬†of all the content on B2B websites do not receive any links from other sites. This means if you can create a robust content strategy that garners a high amount of backlinks, you are already ahead of the majority of the market.
Follow these steps, and you too will be able to frame an effective B2B content marketing strategy.
Step 1: Conduct a Thorough Market Research
Before developing any marketing plan, you must conduct thorough research. This helps you understand what competition exists in the market and who are most likely to purchase your products.
If you choose to hire a¬†B2B SEO agency¬†for the same, they would delve deeper into this research and find answers for questions like:
- What terms are trending in the online market related to your business¬†niche?
- Which elements are required to make your content unique?
- What are the most beneficial channels for your¬†business-to-business SEO¬†promotion?
Step 2: Define Your Content Marketing Goals
Once you have answers to all the above-mentioned questions, the next thing you need to do is define your goals. Without a set goal to achieve, you can never curate a strategy or assess if it was successfully applied.
Hence, set well defined and achievable goals. This is because unrealistic goals would only demotivate you as there is a greater chance of them not getting fulfilled.
A great tactic that companies providing¬†B2B SEO services¬†use are checking whether the goal is SMART. This means your content should be Specific, Measurable, Attainable, Relevant and Timely.
Step 3: Identify Your Target Audience
Having a clear idea about your target audience makes it easier for you to frame content and market it in the right places.
To identify your target demographic, find answers to questions like:
- Who would benefit from your products?
- How will your products solve the issues of these individuals?
- Where do they dwell the most?
- What kind of vocabulary do they use in general?
These questions are crucial as they will shape your content, tonality, and target keywords.
Step 4: Research about Your Competitors
You can make your strategy even more precise by noting down your competitors and how they approach the market. You have two kinds of competitors to research about:
- The first are ones offering products and services similar to yours.
- The other is page ranking for your targeted keywords.
Studying them will help you understand the approaches that have worked for them and the backfired techniques. You can use the B2B search engine optimization¬†your competitors have used but ensure that you refurbish it with newer elements.
Step 5: Create Keyword Clusters
Now search all the possible words and phrases you would want to rank for and find alternatives for them. Create clusters of the closely related phrases and arrange them in order of priority.
Within the clusters, there will be some keywords that have a higher search volume compared to the others. Find the ones with lower competition but substantial search volume and use them as your primary keywords.
But, do not start acting upon your¬†B2B SEO strategy¬†for content as simply aiming for keywords that your client’s search would not benefit you.
Step 6: Decide Your Brand‚Äôs Tonality
The tonality of a website or brand is decided based on two things:
- What type of vocabulary the does audience prefer?
- How does the brand want to portray itself in the market?
Often, you will find that these two are contradictory, making the endeavor extremely challenging. Under such circumstances, you need to decide which way you want to go.
If you are not sure what would be ideal for your B2B content marketing, you should¬†hire professionals¬†for it. This is because once you decide on a tonality, it will stick with your brand image for a long time.
A B2B SEO firm has experienced service providers who have seen several trends come and go in the market. Hence, they would know what type of tone and vocabulary is best for your business niche.
Step 7: Frame Content Based on Each Cluster
Now that you know how to approach content for your business, it is time to finally frame content based on each cluster.
Make sure that your write-ups are packed with credible information, and you have mentioned every possible reason for your clients to purchase from you. It has already been established that it is more critical to convince B2B buyers compared to B2C customers.
So, incorporate all the information you have gathered and create content that talks to your audience.
Step 8: Promote Your Content
Since the competition is really high, expecting your content to rank solely based on an organic approach is absurd. It is not that achieving a high rank with B2B search engine marketing is impossible. But in most cases, it either takes forever to happen to make it tedious yet infective.
Ensure that you promote your content in platforms your target audience is most active on, as that is where you will find your potential customers.
Step 9: Analyze its Performance Frequently
Lastly, keep on checking the performance of your content SEO approaches regularly, as that will let you know if your strategy is actually working or not.
You can use tools like Google Analytics to see the increase or decrease in traffic ever since you uploaded the content you framed. See if there is a significant hike in conversion and which pages fared better compared to the others.
Hiring a B2B SEO consultant can substantially streamline this audit process as they know all the metrics to check and how to deduce the results.
A great aspect of content is that it exists almost everywhere on the internet. Meaning you have numerous possibilities to improve your business’s visibility and sale. However, considering B2B buyers are significantly tough to convince, you need to have a robust B2B content marketing strategy.
Use the above-mentioned steps as a guide and create strategies that are exclusively for your company.