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The following practical approach to B2B content marketing strategy provides a framework to plan content development and marketing prioritized against your objectives and audiences. For many B2B leaders, content marketing is a key initiative when marketing a complex product or solution.
The first step in building a B2B content marketing strategy is committing to measurable marketing objectives and prioritizing their importance against your business objectives.  B2B marketing plans often include both qualitative and quantitative objectives. Because content marketing is resource-intensive, you must prioritize your resource allocation to achieve better results. If you have the opposite priority of attracting more leads, then your investment priorities will be reversed. The next step should focus on using a customer-focused articulation of the business you are in. The classic example is Theodore Levitt’s question: “What business are you in?” He illustrates this point with drill bits. The third step in building your content marketing strategy is profiling your target customer segments. First, model your pipeline by understanding the different stages a customer goes through when deciding to do business with you. The information-seeking has a broad focus, using more generic and high-level search terms and keywords.
They are seeking assistance with definition, scope, and internal buy-in to solving a problem.
Keywords and search terms will be more specific and will start to reflect solution alternatives or categories. They have a solid understanding of how each alternative measures up and the decision maker is trying to get comfortable with committing to one of the decision alternatives. Keywords and search terms will be much more specific and will be focused on specific solutions. They have a solid understanding of how each alternative measures up and the decision maker is trying to get comfortable with committing to one of the alternatives. The chart below is the tool we recommend to map decision stages and content opportunities for your content plan. Part of the answer to achieving better content marketing results is faster content planning and better execution. The opportunity here that the Web provides something we haven’t really had before when doing B2B influencer marketing.
Some marketers use blog searches combined with social media monitoring tools like Radian6 to begin to comb through data. To identify the people and sources that influence the influencers you have to map conversations and understand how individual influencers consume information. The people that influence your key influencers are your true potential for engagement and word-of-mouth. Yes I do use influencer marketing as I am a biz dev consultant and using my prospects and clients’ networks as a way of opening doors for my clients is key to widening the circle of prospects. I’m just jumping into social media at this point and learning as much as possible for a pilot SMM campaign for the corporation I work for. Email is still an invaluable asset to marketers; however, only 30% of B2B marketers are using email marketing as their primary lead generation tactic, according to a study by Pardot.
Rather, in today’s marketing environment, email appears to be more effective for nurturing prospects than lead generation, the study reports.
Marketing, advertising, communications & public relations trends, statistics, charts, graphs, infographics, presentations, and video that are not published to the e-Strategy Internet Marketing Blog or to eStrategy TV. David Erickson, VP of Online Marketing at Minneapolis Public Relations firm, Karwoski & Courage. You may have great content stockpiled for this purpose, or you’re ready to begin producing them. And, since no brand that wants to be taken seriously ignores social media, you have to align your content to that one big cog in your marketing mix. Using a platform as a direct publishing point automatically means aligning yourself with its rules and norms. Whether that means Twitter brevity, or Facebook gamification, or LinkedIn thought leadership, your guiding principle is to tailor your content (and its delivery) to the social media crowd.

Content directly rolled out on social platforms tends to be shorter and snappier, aimed at brand awareness and customer retention – although there is evidence to suggest a rise in B2B lead generation on social media. We know that people use their smartphones and tablets to research products, read reviews and compare prices. Usablenet says that mobile is a driving force in the B2B world and they made an entire infographic to prove it. In addition to video, people also use their mobile device to read blog posts and catch up on social media and 57% do it after hours. 57% of of B2B vendors say they are shifting their B2B commerce transactions from offline to online and self-service. The Lodha group is quickly declaring itself as the leader in the vast majority of recent projects being created by the country’s main designers. MarketingProfs and the Content Marketing Institute recently released a report on 2013 Content Marketing Benchmarks, Budgets, and Trends for North America. If you are just getting started with your content marketing strategy or want to learn more, I recommend you read How To Grow Your Business With Content Marketing.
The most effective content marketers spend a higher percentage of their marketing budget on content marketing (compared to other strategies), and use more tactics than the average to distribute their content through more social networks. Not surprisingly, all content marketing tactics are being used more frequently, including research reports, videos, and mobile content. LinkedIn was the most popular social network for B2B content marketers, just slightly edging out Twitter, which held the top spot for the prior two years. B2B marketers are using an average of five social distribution channels and the majority use 10 or more tactics.
Content marketing tactics vary, but there’s much useful insight in the tactics used by other marketers. Brand awareness and customer acquisition are the top goals for organizations leveraging content marketing. You should take a look at the full copy of the report, in PDF format – it contains much more valuable insight.
Tens of thousands of the world's best and most successful entrepreneurs, businesses, agencies and nonprofits rely on crowdSPRING for affordable and risk-free custom logo design, web design, a new company name or other writing and design services. Planning against these measurable strategic objectives allow you to report on marketing results instead of just tactical activities.
This will help to identify which content categories, topics, and approaches are most relevant to your customer.
Drill bit manufacturers care about everything involved in the production of their drill bits, but drill bit customers don’t really want drill bits. Sales profiles, personas, and best customer models are tools you should use to profile your customer segments in order to improve the relevance and effectiveness of your content marketing. Make sure to focus on your customer’s needs and pains, rather than simply providing expert knowledge. Brainrider recommends using these 4 strategic elements as a practical framework to plan content development and marketing prioritized against client objectives and audiences. Sadly, most of the real questions worth being answered are not solved by tools, but by smart people positioning data the appropriate way. I normally don’t talk much about services here, but I think these guys are doing something pretty unique, though very early on and in need of improvement.
For example you could use this free service to look at a Twitter users most talked to friends (see an example for me above) from there you can start to get a better understanding of your influencers’ word of mouth network. To think that you can send an e-mail to someone expecting that they will instantly blog or talk about your product is laughable. I hadn’t really thought about this approach, but will definitely look further into some of the tools mentioned to assist. Which makes the question of how to engage them across all these touch points more complicated than it sounds.
But first consider the two ways you can use your social media platforms for content distribution.
Free of pesky character limits and other unbendable rules, you can showcase what you really want to. But like we previously talked about leads versus demand, you have to evaluate your own content first.

If it’s something easily digestible, like an infographic or a listicle, it’s usually safe to introduce it to your audience directly rather than add the extra step of clicking away.
They also use them to get directions to a local store, access coupons and deals and even share those deals with others through social media. By the end of the year, 75% of the companies in the survey said they’ll have some form of mobile ecommerce. Lodha Group is a famous engineer of housing property in Dombivali, Mumbai, which has cut its specialty in the alliance of premium property designers in Dombivali, Mumbai. It’s a fascinating report with insights into the challenges faced by B2B marketers and how they are leveraging content marketing to promote their businesses.
And of course, the most effective content marketers produce a great deal of useful and engaging content. Today, the vast majority of marketers use content marketing and B2B marketers are spending one third of their marketing budgets on content marketing, an 8% increase over the prior year.
The fact that others are using certain tactics doesn’t mean you should blindly adopt the same tactics.
For example, marketers supporting manufacturing businesses use video and print more often than marketers in other industries.
Otherwise, your campaign will be trying to accomplish too many things at once without focusing on your objectives.
The key in building the right segments is to identify customer needs and pains, filter them through the business you are in, group their needs and pains by roles or audiences, and then use that data to profile your top customer segments. Click here to download a working copy of the B2B Content Marketing Strategy Template or contact us for more information about how we help clients get better content marketing.
To some it means using the social web to influence word-of-mouth positively for a product or a brand.
It is mapping these conversations that can help us to influence the people that key industry influencers go to for feedback, news, and venting. Traackr helps solve the influencer identification problem by using refined keywords to generate a list of influencers, based on reach, resonance and relevance.
Once you begin to understand the network, you can then look at the blogs and social accounts of those individuals to determine the best tactics for executing your infuencer marketing strategy. We’re not trying to replace your salesmen with a robotic app, but the world keeps spinning faster and in order to keep up, you need to expand your options.
The Lodha Group thrives in the advancement of residential and also business property ventures. Although the sample size (1,416 respondents) wasn’t huge, it represented respondents from a range of industries, functional areas and company sizes.
But it should inform how you think about content marketing and help you assess what you’re currently doing and what else you can be doing. If you run a manufacturing business, you might want to take a look at the data the Content Marketing Institute put together focusing on manufacturing businesses.
While these areas of expertise are important to managing and operating a business, not all of them are relevant to what your customer wants to know. Understanding the business you are in through the lens of your customer ensures that you are marketing holes, not just bits. It is important to profile these segments by developing a long list of customer needs and pains using your customer’s own “How do I” questions. The VP of BusyCompany USA may not have the time (or in the inclination) to meet your sales team at the office but when he’s at home, sitting on the couch enjoying Shark Tank.
Managed by a group of meticulous experts, the Lodha Group has a noteworthy reputation in the real estate sector of Mumbai. The below graph shows a snapshot of tactics for the manufacturing industry (compare it to the graph above, representing a cross-section of all industries). Public relations has long tried to influence traditional media to report about products and service in an effort to build credibility and word-of-mouth. There’s a big difference between a 3 minute sales pitch for a new payroll app and a 3 minute video that shows how easy it is to add new employees using that payroll app.

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