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22.01.2014
Your content marketing goals and objectives need to be taken directly from both your short and long-term business goals.
But regardless of your immediate goal, a mantra of your B2B content marketing strategy should be to never stop educating your prospects. It’s crucial to understand what you hope to accomplish, but understanding your customers’ goals, problems, challenges, and opportunities is even more important when setting your B2B content marketing strategy. Ultimately, it’s important to focus on areas in which you can fill an informational void for your customers and prospects that will help get them closer to achieving their goals. The intersection of your goals, your customers’ goals, and your solution expertise is where your B2B content marketing strategy should live. Understanding this relationship should help you uncover how much content you need, what type of content you need, where and when in the buying process your content will do the most good, how you will distribute your content, and ultimately highlight your content marketing mission statement.
According to Joe Pulizzi of the Content Marketing Institute, it’s vitally important to hone in on the why of content marketing before you ever concern yourself with the what. To get more tips on content marketing for your B2B business, sign-up for our free monthly newsletter. Sam Brennand: Sam has a wealth of experience in B2B marketing and sales working on the Windows Client team at Microsoft Canada and the SMB Retail team at TELUS. Faced with the challenge of promoting the Chamber and its events, this committee meets monthly to provide input and assist with marketing tasks. I am the ChamberWe love working with the Chamber because their programs go hand-in-hand with our goals. In a bid to get its content spread across more of the Internet, Instagram has announced that it has enabled video and photo sharing.
Instagram has just announced that all public photos and videos posted by its users are now embeddable anywhere on the web where HTML is supported, a move that should make Instagram content far more visible across the internet.
This in some ways reignites, or at least allows folks to revisit, the difficulties that exist between Instagram and Twitter which started when Instagram removed support for Twitter cards last year. Before cutting off support for cards, any photo taken with Instagram and shared with Twitter could be embedded using the standard Twitter embed feature, but that option has been off the table since December.
Content Marketing means creating thematic contents to capture qualified traffic for the own website and increase visits according to business objectives. Content Marketing is an inbound marketing technique, a definition that makes more evident the aim of attracting leads and prospects for the own products and services by means of valuable informative or entertaining contents.
Producing SEO optimised contents is unquestionably the best way to rank well on Google’s search results. In order to plan a good content marketing strategy it is needed to have in mind a clear target and what topics are to arouse interest and attention. Rely on copywriters and web marketing experts with SEO skills to develop an effective content marketing plan. When target and topics have been defined it is time to choose the most suitable formats to communicate with the targeted groups: web pages, pdf documents, videos, slides, podcast, infographics, etc.
Formats are choosen according to the target and type of content; different types of formats can be used at the same time.
Internet and particularly social channels (social networks, forum, online communities, blogs, etc.) allow to spread out information, contents and advertising messages with an unprecedented speed and pervasiveness.


Sharing functions available in nearly all social media profiles and mobile applications make of the conversational and relational marketing an activity much more actual and dynamic compared to pre-internet era, when widespread brand awareness and trust diffusion depended on the inescapable slowness of the word of mouth. Content Marketing, as well as blog marketing, is a non-conventional marketing strategy which should aim to exploit the viral potential provided by social technologies. Who chooses to promote his business through original and engaging contents should ideally aim at making each content (article, post, video, pdf, photo, infographic, etc.) a product worthy of viral spreading. The more valuable the produced material is the more it will spread out by the very users through spontaneous sharing.
Who has added value to inject into the net finds in blog marketing a terrific promotional weapon. One of the most crucial factors for search engine ranking is the number and quality of links proceeding from other internet websites, deed that search engines interpret as a signal that the website getting backlinks is popular and valuable.
For this reason over the years SEO specialists have developed numerous techniques (black hat) to multiply backlinks to artificially pumping up the score of their clients’ website. This kind of link building based on poor quality backlinks has worked until Google has operated a series of updates to its algorithms that are now capable of penalising these techniques and recognising the webpages’ real informative value.
Consider the impact of Google Panda 4 on eBay which, after the update, lost an impressive amount of web traffic. Besides google all search engines are improving their ability to appraise contents and backlinks bringing about a shift towards quality content marketing.
Social citations must be included among authentic backlinks as signals of appreciation proceeding from social channels.
Consequently, highly original valuable contents whip up users’ engagement, foster virality and, finally, produce social citations. In this way, content marketing borders on link baiting or link earning: creating contents that raise interest to get backlinks and improve website ranking. SEO optimisation and Content Marketing are forms of inbound marketing that aim to increase website’s visitors without direct investments on online advertising.
Contents should also be put in relation through an internal linking work (a seo technique to link webpages and online contents).
Finally, valuable contents, well ranked in engines results and promoted on social networks, reach visibility and trigger virality which, in turn, multiply social citations and backlink across the net producing a virtuous circle with content marketing in the middle. For sure content marketing results change based on sector and business: for a chemical firm is more complicated leverage the web through contents, but think of the extraordinary results produced by tourism online marketing when exploiting blog marketing strategies. The content is king as well in sectors like: clothing, food, internet, entertainment, culture and others.
To conclude, content marketing and SEO are two sides of the same coin: companies and professionals with both time and resources to spend in these activities can achieve great lasting results and, in the medium-long term, save in digital advertising costs. The following infographic shows 10 relevant points to enhance your blog content strategy so as to rank higher on search engines while improving quality and effectiveness for users.
When a company realises the great opportunity provided by blog marketing and content marketing in its broadest meaning (including the creation of other formats of contents like videos, slides, pdfs, infographics) is time to define a plan and allocate resources.
I took the liberty to post some examples of commissions you can earn on some of the affiliate products I mentioned in the video.


Note: Prices may raise or lower constantly during testing periods, special offers, or sales. You can get a free affiliate account and then login to see all the products and percentages paid.  Way too many to list here! Different types of content will help you achieve different types of goals, so locking down what you hope to achieve is vital. Be sure to plan carefully so you’ll be able to measure how successful you’ve been in achieving your goals down the road.
At its core, content marketing is about creating better informed customers and building relationships and sharing your knowledge without expectation is the key. They need to be the fuel that stokes your content fire and taking the time to build detailed buyer personas is the best way to hone in on these.
That’s why Joe recommends creating a content marketing mission statement as a crucial step in the development of a content marketing strategy.
You need to believe that the knowledge you have about solving problems with your solution can make a difference for your prospects and customers because content marketing is a long-term strategy.
Learn how to deliver a good user experience, how to set up an effective site and what features you need to capture lead information. All marketing methods, both traditional and online media are addressed to further the mission of the Chamber, increase visibility of membership benefits, and host and promote all Chamber events. Anything that enables this option to spread, especially considering the popularity of Instagram, is a welcome change.
Whether that’s a good thing depends on what is being shared and how much is being shared.
This way content marketing includes an unlimited potentiality to evolve into viral marketing amplifing outstandingly the company’s promotional communication. Milions of bloggers all over the world share and broadcast informative contents, almost in real time, turning internet into a global flipper. Here is one of the reasons why also social media marketing is growing in importance, pushing companies to acquire new followers and boosting engagement. Running a company’s blog is a great solution to carry out a content marketing strategy and building up an audience of followers and contributors.
Once you’ve nailed down your mission statement, you can use it as a barometer for all of your content creation. Do you have unique processes, expertise, or experience that differentiates you from your competition? Create a list of reasons why your audience will respect and welcome your content, print it out, and post it on the wall where you can see it every day.



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