Why Your B2B Content Marketing Strategy Might Not Be Working
Content marketing has been hugely transformative for the entire industry, resulting in companies trying to reach their audience through their content marketing pieces. It might be hard for a lot of marketing teams to see the value in content marketing now, especially with this oversaturation of content that audiences sift through every day. But the truth is that content marketing in the B2B space is still just as vital as ever; you just have to be more proactive with the content that your company produces. 2020 should be the year that your company revitalizes and repurposes your content marketing efforts. In this blog, we have some tactics to consider when you revitalize your B2B content marketing strategy.
Know your audience
If you ever really want to engage your audience, you need to know who they are and what they want. Map out buyer personas and the buyer’s journey so that you know what subjects to cover and who to write for. If your audience is segmented, you can create different pieces of content for different segments of your audience. The more personalized your content is for your audience, the more engaging it will be.
Create content based on audience preferences
The beautiful thing about content marketing is that it isn’t just about writing blogs. Blogs are an effective tool, but there are other ways to connect with your audience. Depending on who you’re trying to reach, you have a multitude of tools at your disposal. Older business owners are likely to be much more comfortable with emails, while younger business owners are looking for engaging material through video content and social media. Create content that caters to your audience’s preferences.
Find your niche
The biggest opportunity your company has in creating content is finding your niche. You are here to offer other companies a specific solution, which means that your company needs to establish itself as an expert in your field. If you’re creating the same content that everyone else is, you will most certainly get lost in the noise. Find your niche and start writing to what your company specializes in. When you start to create content in your specific area, it will help your company stand out from the rest.
Experiment and innovate
While you’re working on establishing your niche, take the time to experiment with how to share your content. Try new things with different forms of content on different kinds of channels to cut through the noise from your competition. Avoid oversaturation by sharing your content differently than everyone else.