Why is a B2B content strategy necessary? The answer begins with the assertion that B2B marketing is just as important as B2C marketing. That’s because businesses are not self-sustained.
Let’s take a clothing business as our example. It needs sheets of cloth as the material for creating outfits and dresses. This cloth is provided by a separate manufacturer. The manufacturer requires raw materials from a supplier to process them and convert them into cloth. In this way, the three businesses (the clothing brand, manufacturer and supplier) depend on each other to function properly. Understanding this symbiotic relationship is important as businesses try to increase the number of their leads and convert them into customers. However, that is easier said than done.
In this article, we will look at three principles for creating a B2B content strategy that will help your business to convert more leads.
1. Write for the Benefit of Your Audience
Any content marketing strategy relies on one thing to be successful: creating content that is useful and beneficial for the intended audience.
To do this, you need to research who your audience is, and what kind of information they are looking for. This is an important step in creating a buyer persona.
A buyer persona is a collection of data that tells you what kind of audience engages with what kind of content. This allows you to segment your audience into different categories. Each category has specific likes and dislikes with regard to the content. Each category is a buyer persona.
Segmenting the audience makes it easier to cater to each persona without upsetting your other viewers. This way you can improve the performance of your content, which has a variety of benefits:
- It generates trust and loyalty in your readers.
- Readers become more likely to come to your brand when they need a business solution.
- Your content ranks higher and becomes visible to more people, thereby improving the chances of getting more leads and lead conversions.
Always remember: There is a person behind a business and they are only human. If you can impress them with your content, then you can convert them into a customer. And that’s why your B2B content strategy should revolve around being beneficial to your readers/audience.
2. Unique Content Creation
Another important aspect of B2B content strategy is to always strive for unique content creation.
Unique content has many benefits such as:
- Improving SERP (search engine results page) ranking
- Safeguarding against rank demotion/de-indexing due to duplication
- Better reception among the readers/audience
Needless to say, the first two benefits are good for SEO (search engine optimization). While the last one is helpful for lead conversion.
The articles and blog posts that you publish not only need to be informative and useful to your target audience; they also need to be unique and fresh.
When your audience reads your blog and finds content that they haven’t read before, they will become interested in it. Consistently holding that attention will eventually convert these readers into customers.
But how does one create unique content? That is easy: You need to do thorough research on your topics and add your own knowledge to make a unique piece. However, accidental plagiarism can occur coincidentally in anybody’s work. This can harm your work both with regard to SEO and user satisfaction.
How do you deal with that? The solution is actually quite simple — a plagiarism checking tool. A free plagiarism checker is a tool that can detect duplication in a written work. With the help of such a tool, anyone can find out if their content is duplicative or not.
By proofreading your content with a plagiarism checker, you can find and edit the parts that may overlap with existing content on the web. This will help you make sure that all your work is completely unique.
3. Email Marketing Is a Must
Email marketing has been around since 1978. However, even after almost 50 years, email marketing is still one of the best tactics for lead conversions.
The primary reason for this is that emails have the potential to be much more personal and tailored compared to other marketing techniques.
When writing blogs for a particular audience, it is impossible to write in a way that speaks to each and every reader individually. The same is true for advertisements and CTAs (calls to action).
However, with emails, you are talking to one person. If you have done proper audience research, then you will have plenty of information to write a highly tailored email.
This is also known as targeted marketing—a marketing technique where you analyze a prospect’s behavior and cater to it accordingly. Emails are exceptionally good at targeted marketing.
However, you have to take care not to become too personal as that can come off as creepy and off-putting. You need to find a delicate balance where the lead feels like they are being talked to without coming off as creepy.
Another thing that you need to care about when writing emails is mobile friendliness. Most people use their phones for checking emails and sending texts. On a smaller screen, wordy paragraphs can look very daunting and unappealing. So, make sure that your email is written using short paragraphs that are spaced out.
This makes the email look scannable and easier to read. If you do it correctly, your lead will be successfully converted to a customer.
Are You Ready to Update Your B2B Content Strategy?
Content marketing is a vast field and it is still only a subset of digital marketing. It is widely employed by brands because it requires relatively little investment. If done correctly, it has long-term benefits with regard to lead conversion.
In this article, we looked at three principles of an effective B2B content marketing strategy that can help with lead conversion. People tend to start thinking of the business as an entity in itself, but behind them are human beings just like us. So, all these tips are simply aimed at providing a good experience and valuable information.
With these priniciples in your arsenal, you can start converting leads into customers.