Best practices for B2B marketing have changed drastically in the last few years. The introduction of the internet, ecommerce, and social media networking has created brand new marketing needs. Consumers also now have an endless supply of choices, which has create a desire for real engagement between online retailers and potential customers. That is why there is now a greater emphasis on B2B content marketing.
Online content is a company’s best opportunity to communicate directly with potential leads. Millions of people use the internet every day in search of solutions to their biggest problems. A company’s tutorials, newsletters, articles, webpages, and blogs are all valuable reference sources that can turn potential leads into consumers. If you are still not convinced you need content marketing, you can read my earlier blog; Five Reasons Why Content Marketing is Not a Waste of Time before proceeding with this article on how to actually use it to your advantage.
B2B Content Marketing Tactics
Creating relevant and informative content is necessary for success, but it has to be effectively marketed or it will never be read. Social media is the most popular content marketing tactic because of its vast reach and frequency of use. Over 80% of B2B marketers use social media to promote their content.
LinkedIn, Facebook, and Twitter are the most commonly used social sites for content marketing, although YouTube and Google+ are also used by a high percentage of B2B marketers.
Content Marketing worth Sharing
Crafty B2B content marketers will develop articles and content that social media users actually want to share. The information must be compelling, informative, or humorous to insight a strong reaction. B2B marketers will also use contests and giveaways as an incentive for reposting or sharing particular content.
Content Marketing SEO Strategies
Search engine optimization is another powerful content marketing strategy. Most people start their product research using a search engine. If your articles and website are not appearing in the first few pages of the search results, they won’t be seen. Strategically-placed keywords and meta-tags, along with genuine link-building are needed to drive your content to the top of the rankings.
Market Content on Forums and Discussion Boards
Another B2B marketing tactic is spreading word of your article all over the internet by posting snippets of it on forums and discussion boards. Make sure to use boards that are related to your industry or target market. You also need to include your website and authorship, so readers and web crawlers can reference it back to your original blog.
Content Marketing with Marketing Automation
There are countless ways to gain exposure for your content and most of which will be enhance when it is incorporated with a marketing automation strategy. Marketing automation software streamlines the process without distracting from the customer engagement. It profiles your typical website audience and then develops content that taps into their needs and interests.
Always keep in mind that your content has to be as strong as your B2B content marketing tactics, otherwise readers will be disappointed and less likely to follow you in the future. Business buyers are savvy consumers and it is important to create and promote content they truly want to read.