Br Joshua. With any industrial marketing strategy, there are key components that should come together to create a solid base and plan of attack for getting the word out and ultimately securing you more business. Great content or social media programs are backed by a strong strategy. Put another way, content In theory the process of creating and implementing a B2B content marketing strategy may seem simple enough but there are some common challenges businesses face when it comes to putting it into practice. A helpful review to sell your services highlighting benefits that will be valued by your target audience. Seeking a UX Designer, Conversion Strategist, and Marketing Analyst. It would be nice if a blog reader suddenly realized they need your business services, but it doesn’t happen a whole lot. Thanks again! Step 7 takeaway: Our content strategy is PR focused and involves pitching and publishing guest posts. Nope! The benefit of separated “pillar pages” is focusing on satisfying the customer at THAT specific stage, and helping them move to the next stage in the sales funnel. That might be an overused mantra, but it still rings true. It looks like it’s a bit outside our range. Creating a B2B content strategy that drives results takes industry expertise, audience understanding, and strategic implementation. Blog content serves another key purpose. the usual conversion optimization best practices, Content Chemistry: The Illustrated Guide to Content Marketing, The benefits of the content to that audience, You can send the article to companies that are currently in your pipeline, keeping those conversations going, All sales associates are unified in their messaging, they can send the link to future prospects who have that same question, Improve the quality of your content (assuming they’re experts), Increased traffic from social media (assuming they share), Greater credibility (assuming they are reputable and support your message), Good for your personal network (assuming you keep in touch), Ask a relevant, credible source for a contributor quote, Send a few relevant questions to a small set of relevant sources (round up), Find one very relevant influencer and email them a series of questions (interview), Invite a relevant content creator to write an article for your site (host a guest post). A Simple B2B Marketing Framework So taking this general concept a step further, I created a simple B2B marketing framework that depicts the hierarchy of B2B marketing strategy and tactics. This would have been a great piece to have handy when I was serving a particular client who could not be convinced of the value of blog content that did not directly tout their services. But what about making the Service page your Pillar page instead? A B2B content strategy A Content marketing strategy sets the vision and roadmap for brands to attract, engage, delight their audiences with the right content and convert them into leads. With a few quick segments in Google Analytics, you can see the conversion rates for the two types of visitors for this website. That’s our plan! For our little coffee company, this page about our coffee delivery service. Content strategy is much more than just an editorial calendar. A B2B marketing strategy is your business’ plan to identify a brand, establish a voice, and market your product or services to those who could benefit from it. B2B Content Marketing Strategies Content is king. Lo sentimos, se ha producido un error en el servidor • Désolé, une erreur de serveur s'est produite • Desculpe, ocorreu um erro no servidor • Es ist leider ein Server-Fehler aufgetreten • At Foundation, we start every content marketing strategy with a B2B customer journey map. Messaging and positioning are the most under-rated tasks in marketing. Offer to write an article for a relevant blog (pitch a guest post) …More on this idea in just a minute. Here’s my idea for original research for our office coffee delivery company: What are the office perks offered by the top workplaces in the world? Try waiting a minute or two and then reload. Even a little uncertainty will kill conversions. Content Writing. It’s the visitors who land on our service pages that drive demand. To read more about the immerj Content Strategy Framework, head over here. The best source for content ideas is the audience themselves. If you’ve ever published research, look at the links report in Google Search Console. In this post, we will discuss a content strategy framework that includes the six pillars of an effective content strategy. That’ll take some time. And it is optimized to convert those visitors into leads. It’s very helpful to have a designated expert with a good reputation. All I mean by that is be sure your page doesn’t try to combine your “informational-stage leads” and your “transactional-stage leads” as a detriment to each other. Why? B2B SaaS companies are churning out blog posts left and right, but the reality is few marketers are creating strategic content aligned with their business goals —whether that's increasing retention, generating leads, or boosting brand awareness.. What if you are on a small marketing team in say a pharmaceutical or hi tech company? I think you pinpointed the biggest challenge: persistence. Imagine two bloggers. Let’s step back and see how each all this content fits together. Here’s the connection: When a blog post attracts a link, it makes every page on the site more authoritative, more likely to rank. Here are five quick ones: And it doesn’t have to be expensive or time-consuming. This tool provides a framework or “skeleton” for marketers to use as a template for their plans. We have found this framework explains the competencies required for effective business level content strategy: Here is an example of a 7-part content strategy framework for B2B lead generation built for SEO. B2B Content Marketing Case Studies Water Technology Content Marketing Strategy Industry: Water Technology Kasco Marine approached MTC | The Content Agency to develop a content marketing strategy framework and content deliverables for the CertiSafe™ Municipal Mixer. Or check out our easy-to-use planning tool if you want to have a go yourself! View original. Proper framework and plan of action needs to be drafted before the content is even created. Below we’ll list a quick description of each piece. As the CMO for a Marketing company, you are the SME, and for the B2B strategy you outline, you are clearly an expert for the content in all its formats to build up links and authority in a marketing industry network. Customer acquisition is an approach where “the whole is greater than the sum of its parts.” By integrating every aspect of this customer acquisition framework, you’ll construct a program that best serves the non-linear buying behavior of your B2B buyers.Learn more about the customer acquisition framework. The one area that you might want to adapt is in the media pitch. Blogger A publishes those articles on their own site. Sure, you can check out resources, but most of them will end up telling you something similar. Keep reading and pay close attention to points 3, 6 and 7. I’m thinking of printing this out, sticking on my office wall and going back to it to see if I’m doing it (I’m not a full time marketer..). Keep on blogging and eventually, you’ll create a river of leads. And mentioning the research without citing it with a link would have been improper. And the commercial-intent visitors are far more likely to convert into leads. Learn how to convert your visitors here. If you wish to distill your B2B content marketing strategy in its own plan, then consider creating a content marketing framework, which can help you develop the best content … Let us know if you need help with yours. So what’s the difference? For a B2B content strategy, the content aims to target your audience of businesses rather than customers as observed in a B2C strategy. Next, I’ll need to reach out to office managers and HR folks at each of these companies and do a quick phone interview. If you are establishing new inbound links, that shouldn’t really be the case, correct? Over 15 years developing content for enterprise B2B sales and marketing organizations, we have developed and documented a 6 Competency Framework for Business Level Information and Content Strategy. B2B branding strategy advice to help your company establish an identity. Original research is an all-powerful format for content for one simple reason. Find out why. 1. Last updated 01 October, 2020. Taking the time to consider your strategy, create a roadmap, and define goals can make a powerful difference in the effectiveness of your B2B marketing content. This program touches upon the need for content marketing and goes deeper into the content strategy and framework aspects. But these concepts apply to any B2B business and most B2C marketers as well. But creating content marketing that delivers results is not an easy feat. Read More Organizing content in this framework allows you to analyze your content by reach, engagement, and conversion KPIs more easily. You can’t plan a strategy unless you’re clear about what you want to achieve from your initiatives. And to get those pages to rank, we need links and to get links, we need…. They contain short chapters 100-150 words each of your Pillar page. The Optimal B2B Content Strategy Framework . The Optimal B2B Content Strategy Framework It’s surprising that, despite the data proving that marketers who have a documented content strategy execute more effective content marketing, as many as 63% of businesses still don’t have one! Some brands separate their ongoing (organic) social media content strategy from their paid social and content marketing strategy. We’ll use a fictional coffee delivery service, Speedy Bean. So if guest blogging is so effective, everyone does it, right? At RevenueZen, we always start by looking at a company’s larger goals and vision before we even recommend content marketing to them. If your SaaS company has been doing content marketing for 6 or more months and you haven’t seen meaningful increases in traffic or marketing qualified leads (MQLs), chances are you’re in Camp 1 or 2. Companies with a documented strategy found it easier overall to create content and create it consistently, since they had a plan in place to guide their efforts. The Best Marketing Framework to Guide Your B2B Strategy I wrote an article similar to this about the B2C buyer’s journey , and I stand by the framework I used to drive that article—as I said above, the B2B buyer’s journey is now the same as a B2C buyer’s journey, it just involves more people. Is why web design and conversion KPIs more easily separate Pillar page, story-telling, or creation... A huge paradigm shift for companies see how it follows a basic template: audience + +... 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