Are you still making elementary mistakes with B2B content marketing? Unfortunately, bad content marketing still persists in the world of digital. Even though 71% of content marketers agree that content is becoming more important by the day, businesses are still oblivious to the potential for results. Most buyers take charge of their own research before making any purchase decisions and read at least 3-5 pieces of content before even thinking of buying from a salesperson. Hence, it’s imperative that businesses learn to implement B2B content marketing right to gain a competitive advantage. Let’s explore the wrong and right ways to create content for your brand.
Don’t Do This: The wrong way to do B2B Content Marketing
- Not creating a content marketing strategy
- Not focusing on your target audience and customers
- Selling versus helping
- Not promoting your content
- Not optimizing your content for search
- Expecting results immediately
When implementing a content strategy, avoid the no-nos and start with a plan that maps out how you’ll create, publish, distribute, and promote your content. Secondly, never forget about your target audience when brainstorming ideas. Your content should always be focused outwards, addressing your audiences’ concerns and needs. Keep in mind, content marketing should never feel like a sales pitch. Instead, it should help your audience solve their problems and build trust with your brand.
Finally, don’t forget to promote and optimize your content for search. These two strategies rely on each other to work symbiotically. Your optimized content is your ticket to success, and SEO ensures people can find it on search engines. Plus, content success doesn’t happen overnight. It may take as long as six months to a year to start seeing results. However, great content will continue to bring in traffic and leads long after its initial publish date.
Do This: The right way to do B2B Content Marketing
Here are five examples of B2B content marketing right:
Giving the people what they want: Grammarly
Grammarly understands its target audience and caters to their search queries. For example, “when to use over vs. more than” or “when to use who vs. whom.” The brand also creates content to answer common grammar questions people search for such as “how to write collaboratively”. Grammarly is outwardly focused on what the target audience requires from their content.
Consistency matters: Orbit Media
Consistency is key. Orbit Media ensures a regular cadence of content is going out on their blog while updating outdated content to keep it fresh and relevant. Blog content oftentimes becomes stale, and updating it will allow your business to engage with more viewers and keep them coming back.
Make sure to learn from these examples, and start building your own strategy by keeping your target audience at the forefront of everything you do. Need help? Bridgewell Marketing has got you covered. We specialize in SEO and can help drive more traffic to your website. Learn more here.