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How to Create an Efficient B2B Content Marketing Strategy


Any successful business needs a strong marketing strategy, especially when it comes to B2B content marketing. After all, without an effective content marketing strategy, your business will struggle to reach its target audience and generate leads. Here are some tips for creating an efficient B2B content marketing strategy:

Define Your Content Marketing Goals 

A graphic of a white puzzle revealing the words: Marketing Goals

Measuring your progress and determining what is working will be difficult without well-defined goals. When setting goals, be realistic and specific. For example, rather than simply stating you want to increase brand awareness, you could set a goal of increasing web traffic from targeted demographics by X% over six months. Once you have defined your goals, you can begin to develop a plan for achieving them. It should include both short-term and long-term strategies, as well as specific tactics that you will implement. By taking the time to define your content marketing goals upfront, you will be much more likely to create a successful content marketing strategy.

Define Your Buyer Persona

Before creating content, you need to know who your target audience is. Creating a buyer persona will help you understand what kind of content your potential customers want. To create a buyer persona, start by surveying your current customers and asking them about their needs and pain points. You can also look at your website analytics to see what kind of content is being accessed the most. By understanding your buyer persona, you will be able to create content that is more likely to resonate with them and lead to conversions. If you’re unsure where to start when creating a buyer persona, consider using a buyer persona template to help you collect all the necessary information in one place and make the process easier.

Use Content Marketing Services

A small chalk board with the words: Content Marketing

Creating high-quality content requires time and expertise, two resources often in short supply. By outsourcing your content marketing needs to a reputable content marketing service like Copypress, you can free up your team to focus on other business areas while ensuring your content is top-notch. A good content marketing service can help you to develop high-quality content, promote your brand effectively, and reach your target audience. In addition, a good content marketing service will deeply understand the latest trends and best practices, ensuring your strategy is always up-to-date.

Create a Content Calendar

Old type writer with a yellow stickie note on in with the words "Content Calendar"

Creating a content calendar is important before you start randomly publishing blog posts. It will help you plan your content and consistently publish high-quality content. When creating a content calendar, start by brainstorming a list of topics you think would interest your target audience. Then, map out when you plan on publishing each piece of content to stay organized and on track. 

Get Visual

Adding images, infographics, and videos to your content will help break up the text and make it more digestible. Studies have shown that articles with images get shared more on social media than articles without images. Not only will visuals make your content more engaging, but they will also help to increase its reach.

When adding visuals to your content, be sure to use high-quality images that are relevant to the topic at hand. You don’t want to add an image just for the sake of it. It should serve a purpose and add value to the content. Consider using royalty-free videos in your multimedia mix to enhance the visual appeal of your posts without worrying about copyright restrictions.

Use the Entire Marketing Funnel

A picture of a megaphone with the word "Promotion"

Too often, businesses focus on generating leads at the top of the funnel without considering how to nurture those leads further down the line. However, if you want to create a truly effective B2B content marketing strategy, you need to consider the entire customer journey, from awareness all the way through to purchase. Creating content for each stage of the funnel can keep your audience engaged at every step of the process.

In addition, you can use different types of content to target each stage of the funnel. For example, blog posts are great for raising awareness, while ebooks and webinars can be used to nurture leads further down the line. By using the entire marketing funnel, you can create a well-rounded content strategy that will help you generate leads and close sales.

Promote Your Content

There are several ways to promote your content, but one of the most effective is through social media. By sharing your content on social media, you can reach a large audience in a short amount of time. Before you start sharing, ensure that your social media profiles are optimized. Fill out your profile information, add a profile picture, and include links to your website and other social media profiles. Consider using hashtags and tagging other users in your posts. It will help increase your content’s visibility and get it in front of more people. In addition to social media, you can promote your content through email marketing, paid advertising, and guest posting on other websites.

Measure Your Results

You can track several metrics, but some of the most crucial include website traffic, leads generated, and sales closed. Tracking these metrics, you can better understand which content pieces are performing well and which ones need to be tweaked.

You can also use this data to inform your future content strategy. In addition to measuring your results, getting feedback from your audience is essential. You can do this via surveys, social media, or simply asking customers how they found your content. You can improve your content strategy by getting feedback and ensuring your audience is happy.

Keep Your Content Fresh

Publish new and original content relevant to your target audience to maintain a solid audience base. You can do this by adding a blog to your website or creating new content types. You can also keep your content fresh by regularly updating your older pieces. For example, if you have a blog post that is a few years old, you could update it with new information or data. This will keep your audience up-to-date with the latest trends and information in your industry, along with improving your search engine ranking.

Stand Out From the Competition

A picture of 5 hot air balloons in line with one being raised above the rest by a small red balloon

To get the most out of your content marketing, you need to set your business apart from your competitors. You can accomplish this by understanding what type of content they are using and what has been successful for them to get inspiration. Learning their strengths and weaknesses will help you create more personalized content to help businesses solve their problems more effectively than your competition.  

Regularly Evaluating Your Strategy

Evaluate your content marketing strategy to ensure it is still effective. Look at your metrics and compare them to your goals. During your evaluation, ask yourself whether you see the results you want. If your strategy is no longer working, don’t be afraid to make changes. Are you not getting enough traffic to your website? Are your blog posts not being shared? Is your conversion rate lower than you’d like? Regularly evaluating your strategy ensures you’re making the most of your content marketing efforts. Try new types of content or change the way that you promote your content. Remember, what works today may not work tomorrow, be flexible and willing to make changes as needed.

Content marketing is a powerful tool that can help you to reach your target audience and achieve your business goals. However, following the tips in this article, you can create a B2B content marketing strategy that will help you reach your target audience and achieve your desired results. 


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By Susan Barlow

Dr. Susan Barlow is retired from academia after teaching business administration, project management, and business writing courses for over 20 years.

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