How To Create B2B Content Strategy That Skyrockets Visibility And Improves Traffic
A B2B content marketing strategy is a plan to engage other businesses by delivering valuable and relevant content. It’s like a roadmap – you plan, create, and then share it. Doing so aims to improve brand recognition, industry authority, and lead generation.
The content can include:
- Blog posts
- Case studies
- Webinars, and more
Okay, let’s rewind and start from scratch.
Look, let’s be honest creating content is not enough for B2B. You will find millions of content creators worldwide. However, the question is, how many of them are successful? Very few, right?
Because they think occasions sharing blogs or social media posts are enough. B2B is all about time, patience, and trust.
You need to produce content that drives results. This is where you need a B2B content strategy.
To reach effectively and engage B2B decision-makers and influencers, you must distribute your content strategically across multiple channels.
Here B2B content strategy comes in!
Table Of Content
So, Why Do You Need B2B Content Strategy?
For example, if your B2B website currently receives 1000 monthly visitors and you aim to increase it to 20,000 within a year. However, you may know your starting and ending points but lack a clear strategy to get there. Here, a well-documented content strategy can provide the necessary roadmap.
It’s LIKE Google Maps telling you how to reach your destination.
Having A B2B Content Marketing Strategy Helps You In The:
(i) Maintaining A Content Calendar: When you know your goals, you can easily tailor your content according to that. It will help you prepare your content much in advance so you never run short of content.
(ii) Demonstrating Your Expertise: With a killer content strategy, you’re not just another player. You’re the go-to guru in your industry. people trust experts, and your content showcases your B2B smarts.
(iii) Building Strong Relationships: Content isn’t just about facts. It’s about building relationships. When you offer helpful info, you’re not selling but connecting. and connections lead to long-term B2B partnerships.
(iv) Solve B2B Pain Points: Businesses have problems, and they need solutions. Your content solves B2B pain points like a superhero.
(v) Measure B2B Success: Numbers talk. Your content strategy isn’t a shot in the dark. It’s measurable. You can track what’s working and what’s not and fine-tune your B2B approach.
Now that you understand the benefits of B2B content strategy… it’s time to create ONE.
Here Is How You Can Create A B2B Content Strategy?
What distinguishes the leading B2B content marketers from the rest?
A B2B Content marketing strategy that reaches target customers, generates leads, and maximizes reach and revenue.
This Is How A Result-Driven Content Marketing Strategy Should Look:
- A harmony between the target audience with the intended customer base. You should know whom you are targeting (alignment is a must).
- A well-crafted content from the house of expert content marketers (writers, marketers mad sales leaders) who know the game well.
- Flexibility to tweak strategies upon getting customer feedback and analyzing the metrics.
- To optimize your strategy, it is important to consistently track key performance indicators (KPIs).
So, let’s start with the Strategies.
1. First Thing First.. Set Goals The RIGTH Way
Hey there, B2B trailblazer! Let’s map out those content goals like a pro. Ready? Here’s how:
🟣Be Specific: Think laser-focused. Don’t just say “more leads.” Say, “50% more qualified B2B leads in six months.”
🟣Measure Up: Numbers matter. Set clear metrics. How many clicks, shares, and conversions? You’ll know when you hit the bullseye. Example: ‘I want to garner 80k traffic’’ – measurable and has a clear purpose.
🟣Know Your Journey: B2B clients have a path. Set goals for each step – from “awareness” to “let’s do business”.
🟣Realistic & Reachable: Be optimistic but not crazy. Aim high, but make sure you can actually get there.
🟣Time It Right: Goals need deadlines. Repeating the above example, “‘I want to garner 80k traffic in six months.” That’s the ticket!
🟣Budget-Friendly: Your goals should match your resources. Dream big, but keep it doable.
🟣B2B Persona Power: Tailor goals to your B2B personas. If it doesn’t excite them, rethink it.
🟣Keep Tabs: Track progress. Adjust if needed. It’s like a content GPS, keeping you on the right B2B track.
2. Alright, It’s Time To Dig Deep Into Your Target Audience’s Needs, Desires And Pain Points
Knowing your audience is like the secret sauce. Here’s how you nail it:
🟣Dig Deep: Start by really getting to know your B2B crowd. Who are they? What are they looking for? What are their pain areas? And, what do they love to hear? The more you understand, the better your content will connect.
🟣Social Media Sleuthing: Check out their social feeds. What do they share, like, and comment on? It’s like a treasure map of their interests.
🟣Surveys & Feedback: Ask ’em! Surveys and feedback forms are golden. You’re not mind-reading; you’re gathering insights straight from the horse’s mouth.
🟣Competitor Check: Sneak a peek at your B2B rivals. What are they doing right (or wrong)? Learn from their hits and misses.
🟣Customer Personas: Create B2B customer personas. Give ’em names, ages, challenges – make ’em real. It’s like having virtual B2B buddies.
🟣Google Analytics: Dive into Google Analytics. See which pages your B2B crowd loves. It’s like a trail of digital breadcrumbs.
🟣LinkedIn Love: B2B playground? It’s LinkedIn. Scope out profiles similar to your ideal B2B client. You’ll find nuggets of gold.
🟣Network & Engage: Attend B2B events, webinars, and forums. Engage in conversations. You’ll soak up insights like a content sponge.
🟣Adapt & Evolve: Remember, your B2B audience isn’t static. They evolve. So, stay curious. Keep learning. Your content strategy will thank you.
3. Next, Plan Content Aligning With Buyer’s Journey
B2B content marketing is not an overnight thing. It requires time. For this purpose, you need to plan content aligning with each stage of your buyer’s journey.
Stage 1 – Awareness: Start broad. Craft content that shines a light on B2B challenges. No hard sell, just “Hey, we get you.”
Stage 2 – Consideration: Dive deeper. Create content showing solutions. Compare options. It’s like B2B window shopping.
Stage 3 – Decision: Time to shine bright. Detailed content on your B2B solution. Show off those features, benefits, and how you stand out.
Stage 5 – Post-Purchase: Don’t vanish. Keep ’em engaged with B2B tips, tricks, and nurturing content.
Know the B2B Questions: Walk in their B2B shoes. What questions pop up at each stage? Answer them in your content.
Serve Variety: Mix content flavours. Blogs, videos, and infographics – cater to different B2B tastes along the journey.
CTA Magic: Smart CTAs guide B2B folks along. “Learn more,” “Download now” – lead ’em where they need to go.
4. How To Plan B2B Content Strategy According To Goals?
|B2B Content Marketing Goals||Develop sales enablement materials (e.g., battle cards, product comparison sheets). Create content that addresses common objections or concerns. Share success stories and case studies highlighting ROI. Develop content for different stages of the buyer’s journey. Provide sales teams with real-time insights into prospect engagement.|
|Increase Brand Awareness||Offer valuable downloadable resources (e.g., whitepapers, eBooks). Implement gated content to collect email addresses. Host webinars or workshops on industry challenges. Develop interactive quizzes or assessments related to your industry. Collaborate with sales teams to create targeted lead-nurturing content.|
|Generate Quality Leads||Develop sales enablement materials (e.g., battle cards, product comparison sheets). Create content that addresses common objections or concerns. Share success stories and case studies highlighting ROI. Develop content for different stages of the buyer’s journey. Provide sales teams with real-time insights into prospect engagement.|
|Drive Website Traffic||Start with high quality guest posts. Optimize content for SEO to improve search engine rankings. Share blog posts on social media platforms and industry forums. Invest in influencer marketing to promote your content. Collaborate with industry partners for co-marketing efforts.|
|Establish Thought Leadership||Submit Guest posts on industry trends. Write and share comprehensive how-to guides or tutorials. Speak at industry conferences and events. Collaborate with experts for joint content creation. Participate in podcast interviews to share insights.|
|Foster Customer Loyalty||Send personalized emails with exclusive content to existing customers. Develop loyalty programs offering access to premium content. Share user-generated content that showcases customer experiences. Offer ongoing educational content to help customers maximize product use. Provide valuable industry insights and updates to maintain engagement.|
|Support Sales Efforts||Develop sales enablement materials (e.g., battle cards, product comparison sheets). Create content that addresses common objections or concerns. Share success stories and case studies highlighting ROI. Develop content for different stages of the buyer’s journey. Provide sales teams with real-time insights into prospect engagement.|
5. Now, It’s Time For Micro-Targeting And Narrowing Down Your Focus
Regarding B2B content strategy, micro-targeting’s like a content bullseye. You aim your B2B content directly at a tiny, super-interested group.
Here You Need The Following:
(i) Laser-Focused Content: No more generic stuff. Craft content that speaks B2B soul. They’ll be like, “They read my B2B mind!”
(ii) B2B Niche Domination: Become the B2B guru in that micro-niche. When they think of B2B solutions, they think of YOU.
(iii) B2B Pain Points Magic: Micro-targeting hones in on exact B2B pains. Your content becomes their B2B problem-solver.
(iv) Quality Over Quantity: Forget casting a wide net. It’s about fewer B2B fish, but oh-so-precise. Quality B2B leads over quantity.
(v) Personal Touch: You’re not shouting into the B2B void. Micro-targeting’s like a one-on-one chat. It feels personal, B2B style.
(vi) Tailor & Tweak: Adjust content per micro-group. It’s like a B2B suit – tailored to fit perfectly.
(v) B2B Channel Magic: Micro-targeting nails where B2B folks hang out. LinkedIn? Industry forums? You’re there.
(vi) Data Delight: Data’s your B2B compass. Analyze, refine, and hit the content bullseye even better.
6. Hey, Let’s Not Forget Competitor Analysis
While talking about B2B content strategy, competitor analysis is your secret weapon.
It’s like telling yourself, let the ‘Spy Mode ON’. Scope out B2B rivals. What are they cooking up? Sneak a peek at their content feast.
At This Point, You Should Figure Out The Following:
🟣Content Menu: What types of B2B content are they serving? Blogs, webinars, videos? Take notes.
🟣B2B Flavor Twist: What’s their content vibe? Formal, fun, expert? Find their B2B flavour – and add your unique twist.
🟣Topics: What B2B topics do they cover? Dive in. This menu’s gold for crafting your content spread.
🟣B2B Engagement Check: How’s their B2B audience reacting? Likes, shares, comments? It’s your crystal ball.
🟣SEO Sneak Peek: Check their B2B SEO game. Keywords, ranking – it’s like a treasure map.
🟣Social Listening: Where are they on social? LinkedIn, Twitter? Join the B2B party and engage.
🟣Missing B2B Links: Detect gaps in their content. Are there B2B topics they missed? That’s your content opportunity.
🟣Innovate & Elevate: Learn from their hits and misses. Innovate on their B2B successes, and elevate where they stumbled.
🟣Your B2B Uniqueness: Your content’s not a copycat. Use insights to create YOUR B2B masterpiece.
There you go, B2B trendsetter! Homework is done – it’s time to play the game.
7. And The Moment Has Come – Write Stellar Content
Time to craft content that wows. No matter what B2B strategy you’re prioritizing, as they say, ‘content is king’.
So, let’s do this:
B2B Know-How: Dive deep into your B2B expertise. Your content’s the B2B spotlight on what you know best.
B2B Pain Point Tackle: Address B2B challenges head-on. Your content’s the superhero cape they need.
🟣Clear & Snappy: Keep it simple and crisp – like a B2B breath of fresh air. Keep the readability factor in mind.
🟣Storytime: Weave B2B stories. Paint a picture – they’ll remember your content tale.
🟣B2B Solution: Ensure that you are solving a problem with your B2B content. It must address all the issues revolving around the content.
🟣Aim for Value: Every sentence should drip with B2B value. Make ’em go, “Whoa, that’s gold!”
🟣Visual Aids: Charts, infographics – B2B visuals speak louder than words. Moreover, it makes your content easily digestible.
🟣Redability matters: Break content into bites. Short paragraphs and bullets – easier on B2B eyes.
At last, plish like a B2B pro. Trim the fat, sharpen sentences – your content gleams. In fact, proofreading and editing are MUST.
8. Moreover, Don’t Forget To Tack And Measure
At this point, we assume that your B2B content strategy is complete and your content creation is ALSO finished.
Now you are about to analyze your report card and improve your strategies. How?
Check It Out Now:
🟣B2B Tools: Use tools like Google Analytics and social insights – they’re like B2B detective kits.
🟣Set Metrics Straight: What Matters? Clicks, shares, leads? Set B2B metrics early. Stay on course.
🟣Regular Check-ins: Don’t be a stranger. Monitor B2B progress weekly and monthly – keep tabs.
🟣B2B Engagement Radar: Do they like sharing? It’s your B2B engagement radar. Adjust if it blips.
🟣Conversion Magic: How’s that B2B content converting? Track lead forms and sign-ups – it’s B2B magic.
🟣A/B Testing: Swap B2B elements – headlines, visuals. Test and see what clicks. It’s B2B trial and error.
🟣B2B Persona Pulse: Are you hitting B2B persona goals? If yes, gold star. If not, pivot.
🟣Content Stars & Duds: Identify B2B superstars – do more. Duds? Revamp or retire. B2B evolution.
🟣Data Talks: Numbers tell stories. Analyze trends and spikes – they’re your B2B content storytellers.
🟣Tweak & Shine: Use insights to tweak the content strategy. It’s like buffing your B2B gemstone.
In essence, the success of your content marketing strategy depends on evaluation. So, as simple as it may sound…
…Better Tracking = Higher Growth
Alright, let’s share the metrics that help you in analyzing the campaign’s overall performance.
|B2B Goals||Relevant Metrics|
|Increase Brand Awareness||Brand mentions and sentiment analysis. Social media engagement (likes, shares, comments). Reach and impressions across platforms. Website traffic and unique visitors.Subscriber growth for email newsletters.|
|Generate Quality Leads||The number of leads generated. The conversion rate of landing pages.Click-through rate (CTR) of lead magnets.Cost per lead (CPL) for paid campaigns. Lead scoring and segmentation.|
|Drive Website Traffic||Total website sessions and page views.Organic search traffic and keyword rankings.Referral traffic from external sources.Click-through rate (CTR) for email campaigns.Traffic from social media channels.|
|Establish Thought Leadership||Content consumption by sales team members.Content’s impact on lead conversion and deal velocity.Alignment of content with specific sales stages.The conversion rate of leads nurtured with content.Content influence on closed deals.|
|Support Sales Efforts||Comments, shares, and likes on social media posts.User-generated content submissions (videos, testimonials).Participation in interactive campaigns (polls, quizzes). A number of live chat interactions and Q&A sessions. Social media mentions and interactions.|
|Boost Engagement and Interactions||Comments, shares, and likes on social media posts.User-generated content submissions (videos, testimonials).Participation in interactive campaigns (polls, quizzes). A number of live chat interactions and Q&A sessions. Social media mentions and interactions.|
Alright, Ready To SCALE With Your B2B Content Strategy?
Well, we have already shared the proven B2B content strategies.
When creating content, prioritize usefulness and trust-building. Be open to changes and redirections, as strategies are flexible guides, not rigid blueprints.
You don’t have to tackle all strategies and tactics. Evaluate each one based on ROI and feasibility, then prioritize the top ones to implement.
Use a content operations platform to create better content quickly, and seek help from BloggerOutreach.