Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action – Content Marketing Institute
B2B content marketing is certainly not a new phenomenon. In fact, more than 90% of businesses use content marketing. Companies around the globe have been harnessing content marketing for a long time, but are they doing it effectively? Given the current business environment, marketers are shifting activities to digital platforms, and many of us are looking for ways to stand out against other organisations, who are, of course, doing the same. This has, in turn, put more pressure on marketers to produce more valuable, engaging and relevant content than ever before. This inherent pressure begs the question, how can your business stand out with B2B content marketing?
1. Optimise your Content
When developing copy-heavy content, such as blogs or articles, ensure you optimised for SEO by incorporating keywords throughout. When keywords are used it means your content will rank higher in search engines, giving it a greater chance of being seen. Most likely, your competitors are all thinking about SEO and with businesses competing for customers digitally, this must represent a part of your overall strategy. For more insights into SEO and how your business can leverage it, read one of our previous blogs: 5 SEO Strategies You May Be Overlooking.
2. Develop a Variety of Content
‘Content’ encompasses a multitude of different mediums. Podcasts, blogs, e-books, videos, infographics, and whitepapers are some of the most popular examples of content marketing executions. When establishing your content marketing strategy, it is crucial to consider a variety of different types of content to ensure your strategy is interesting and varied. By incorporating different content across all of your B2B platforms, you are keeping your audience engaged while building your brand.
According to 88% of marketers, video marketing provides them with positive ROI. When you consider that only 33% said the same in 2015, it shows that consumer sentiment toward videos is much stronger now – Smart Insights
Video content should play a significant part in your businesses B2B content marketing strategy. It has been a fast-growing medium for years and given the shift from traditional marketing activities to digital marketing, it should play an even larger role than before. It is predicted that people will spend 100 minutes a day watching online videos in 2021, which is 19% higher than daily viewing minutes in 2019.
3. Headlines & Breaking up the Copy
Did you know that 8 out of 10 people will read your headline, but only 2 out of 10 people will read the rest of your post? Spending time developing a catchy and engaging headline is essential in ensuring maximum reach and exposure for your content. Experts believe that a writer should spend half the time it takes to write a piece of persuasive content on the headline.
When developing copy heavy content, like articles, whitepapers or blogs, make an effort to break it up. Articles with images get 94% more views than those that don’t. Utilise dot points and subheadings throughout and where possible, include images or infographics. Readers often get overwhelmed when they see copy heavy landing pages or blogs, and this runs the risk of losing people before they have even read your content. By incorporating different visuals throughout your copy, and breaking up large parts of text, people are more likely to listen to and understand your story.
4. Repurpose your Content
Repurposing content means you change a piece of content to serve a different purpose. This might be to reach a different audience, reinforce your message, or perhaps just to make the most of the effort that goes into developing content. Marketing’s Rule of Seven states that buyers need to hear your message approximately 7 times before they will close the deal. So, rather than covering a topic once and letting it disappear, why not repurpose your content to continue to deliver your message to your audience? There are many ways you can do this; for example, you could turn a case study into a shorter blog, a slideshow into an infographic or a blog into a video – the opportunities are endless.
Standing out with B2B content marketing requires planning, intent and consistency. By following the outlined four steps, your business is on its way to establishing a successful content marketing strategy where your content will stand out against your competitors.