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.
The marketing strategy should be designed in such a way that it increases sales so that your company has a competitive advantage which is sustainable in the long run. Diversification is a high risk strategy which involves diversifying the range of products and services that you offer. This is the process of developing your current market and could include entering new markets with your products and services. In some organizations that have reached a critical mass and level of maturity without a formal integrated marketing strategy, it is best to consider a phased approach to implementation. Content marketing strategy: Content marketers draw and develop the larger story that an organization tells. If you want to learn more about content strategy, read more articles or sign up for our weekly newsletter.
Think of a content marketing strategy as an outline of your key business and customer needs and a detailed plan for how you will use content to address them.
Your business case for innovating with content marketing: By communicating your reasons for creating content, the risks involved, and your vision of what success will look like, you are much more likely to gain executive support for your strategy — and to get permission to make a mistake here and there as you figure out what works best for your business. Your business plan for content marketing: This covers the goals you have for your content program, the unique value you are looking to provide through your content, and details of your business model. Your audience personas and content maps: This is where you describe the specific audiences for whom you will create content, what their needs are, and what their content engagement cycle might look like. Your brand story: Here, you characterize your content marketing in terms of what ideas and messages you want to communicate, how those messages differ from the competition, and how you see the landscape evolving once you have shared them with your audience.
Learn more: For additional insights and advice, take a look at how to build social media into your content marketing processes. This is particularly critical in large organizations, as it can help keep siloed teams on the same page, minimize duplicated efforts, and ensure that everyone is working toward the same content goals. Of course, how you communicate your strategy depends on the structure and culture of your organization. Some parts of your strategy should stay consistent even as your content marketing program grows and evolves — namely, your mission and business goals. However, other aspects of your content marketing strategy will likely benefit from being reviewed and updated periodically. Keep up with the latest innovations for developing a content marketing strategy and executing on your plans. Join Over 150,000 of your Peers!Get daily articles and news delivered to your email inbox and get CMI’s exclusive e-book Launch Your Own Content Marketing Program FREE! 12 Essential Elements of a Social Media Marketing Strategy You are using an outdated browser. Author: Pam DyerPam Dyer is an integrated marketing executive dedicated to helping companies grow via innovative branding and audience engagement programs. Faced with the challenge of promoting the Chamber and its events, this committee meets monthly to provide input and assist with marketing tasks.
Byron White and team members offer their two cents on business, life, and the content marketing revolution. When working with a marketing agency, it is important to make sure that the keywords being targeted are being communicated to every aspect of the online strategy.
Choosing keywords should always start with the conversation the client is already having with their customers and prospects.
Once you have the permutations, you may be wondering what level of keyword richness is appropriate. Jennifer Gniadecki is a freelance writer available on WriterAccess, a marketplace where clients and expert writers connect for assignments.

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.
That is where people interested in setting up an online business of their own can step in and delve into the prospect of offering online marketing services. Your marketing strategy is therefore a set of rules which direct what you do to promote and sell your products or services. It is high risk in that it is usually a high cost strategy which medium to large sized established companies use in order to continue to grow the business.
You could visualize it almost like a pyramid with your overall business aims and objectives at the bottom. Your marketing mix is very simple, it consists of your what product you are going to sell, what price you are going to sell it at and where you are going to sell it. Current sales and marketing initiatives can continue while the new integrated strategy is defined and planned.
As we’ve learned through our annual research, not only do you need a strategy, you also need to document it. Download The Essentials of a Documented Content Marketing Strategy: 36 Questions to Answer.
It also should outline the obstacles and opportunities you may encounter as you execute your plan. You may also want to map out content you can deliver throughout their buyer’s journey in order to move them closer to their goals.
But sharing your documented strategy is also good practice for businesses that are just starting out with content marketing, for content teams that rely on internal or external subject matter experts, or for companies that outsource any part of the content creation and distribution process.
In fact, these two things are so key that you may want to put them on a Post-it note so you can keep them in view whenever you are working on your content. To ensure that your content marketing program remains on target, consider revisiting your channel strategy, core topics, and team processes on an annual basis — or more often if you are just getting started.
Subscribe to Content Marketing Institute and get firsthand access to the latest tools, techniques, and insights. She delivers results by leading teams to create forward-looking strategies and translate them into measurable tactics, iterating as needed to achieve corporate goals.
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. When writing tips, news, bulletins, blog posts, articles, or content for web pages one of the main concerns is always keywords. A client with a good handle on their brand who has spent time researching how their customers think of them, and the type of language they use will be your best case scenario. Perhaps more importantly, the real question is how good the writer is at working in all the permutations naturally into the content. WriterAccess is powered by ideaLaunch, a full service content marketing agency serving hundreds of clients and thousands of writers since 2000.
Once you’ve nailed down your mission statement, you can use it as a barometer for all of your content creation. Most online business owners are either not well aware of the technicalities of marketing or are too busy to take up that department into their own hands. This can be achieved by finding new customers or getting your current customers to buy more of your product, instead of your competitor’s product.
Once this is established, you can write a marketing plan, which is the detail of the specific marketing activities you are going to take action in order to achieve your business aims and objectives. An aligned strategy turns customer insight into market impact to drive profitability, allowing you to make smart tactical marketing investments where you can grow the business. With the basic foundation of a clear value proposition and well-crafted messaging, new initiatives or campaigns be rolled out to one or two key projects or events on a pilot basis – and then phased in over time on subsequent initiatives. We design, develop and implement marketing services, channel selling programs and event strategies.
But, before we dig in, there is one critical distinction you should understand: A content marketing strategy is NOT the same thing as a content strategy.

In other cases, it may make more sense to create targeted summaries for certain stakeholders (for example, busy executives, or external agencies), based on how your content marketing strategy will impact their particular roles, processes, and objectives. This should help you determine which components of your content marketing strategy are most appropriate to share with each team. Aspects to consider include what keywords to use, what level of keyword richness, and how to work it all in so it flows well. When, as is usually the case, they just give you a list of words they subjectively pulled out of thin air I have found that being able to do a little keyword research can go a long way in providing value to the client.
This is where a great freelance writer outshines the run of the mill part timer that has a price so low, internet marketers just can’t pass it up. You will be able to work from home, at your own comfort and as long as you are able to successfully grab the attention of a healthy number of good customers, you are doing a good job.Online marketing services are not limited to online business companies.
Getting sales and marketing to work together and produce bottom line results requires an integrated marketing strategy. Our results speak for themselves — enhanced sales productivity, increased channel effectiveness, and incremental business opportunities with new markets or partners. The goal in researching keywords for most writing is simply finding the exact phrases that people are searching for with the lowest level of competition.
Keyword richness and flow go hand in hand; if it doesn’t flow well, the richness ratio is probably off. Do you have unique processes, expertise, or experience that differentiates you from your competition? Even business houses set up on the streets of the city benefit from being part of a well-connected network and having its name spread like wildfire over the net.When you are taking up the job of promoting the business, you need to set in mind a target audience right at the beginning. The keywords developed for each article or blog post then should center around one to three general phrases and research the permutations of that keyword. This helps with the planning and execution of your idea as you are well aware of the tastes and preferences of the group. 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. If you are brand new to social media and looking for a straightforward way to start, follow the advice below.12 Steps to Social Media Marketing SuccessResearch and know your audience.
And while for many the incentive to engage in social media marketing is the seemingly low buy-in, potentiall practitioners should most certainly remember there are investments still required; namely, in talent! Successfully managing the myriad and intertwined tines of a quality social strategy requires professionalism of high order. Find ways like incentives to encourage referrals as they are one of the fastest promotion methods and a great way to expand customer base.Do you like this post?
Go where your target audience is to create awareness,engagement, and brand ambassadors.Identify your KPIs (key performance indicators. The playbook should detail your KPIs, audience profiles, brand personas, campaign concepts, promotional events, contests, content themes, crisis management plan, etc. Make sure to tailor strategies that are unique to each of your social media channels.Align the people at your company with the plan. Take 30-60 minutes to schedule tweets, Facebook posts, LinkedIn posts, Pinterest pins, and other social media content. Come up with some original ideas, links to your own content, and links to outside content that is useful or interesting to your audience.Develop a content marketing calendar. Use one of the example spreadsheets I’ve created as a starting point to plan content topics, headlines, related links, desired scheduling, name of authors, etc.Post content that is relevant to newsworthy topics and events. As soon as breaking news comes out about anything related to your brand or industry, you should share your opinion and become part of the conversation.Treat all of your social channels differently. Don’t post the same message everywhere – remember who the audience is on each platform and how they interact.
What works on Facebook will fall flat on Twitter, and vice versa.Assign someone to act as a customer service rep. It’s vital to be responsive to user generated content, comments, and feedback (positive or not).
CRM (customer relationship management) is a fundamental to social media marketing success.Schedule metrics reporting. Reporting metrics can occur weekly, monthly, or bimonthly depending on your goals and desired outcomes.Reanalyze your plan on a regular basis.

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