Content marketing is your way of showing your audience who you are and why you’re so great – without actually saying it. Frankly, if you think content can’t win you new clients, then this blog probably isn’t for you.
I’m certainly not the first person to give tips on creating content for businesses, but I’m trying to keep things simple here. No complicated processes or theories, just some tips on how to get started with your B2B content marketing.
Content marketing is one of the many branches of marketing that a business can undertake to achieve their goals. It involves creating and sharing content such as blogs, videos and social media posts that educate and inform your audience.
The Content Marketing Institute describes content marketing as:
…a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.
The content you create can be distributed in many ways and supports the rest of your strategy. You need graphics for your social media strategy, copy for your PR strategy and something to promote with social advertising. This is all content.
Now we’re all cleared up on what content marketing is, let’s delve into how and why it’s used.
Your content marketing strategy should be developed with both your marketing and business plans in mind. The goals of your content plan should support these higher goals. Among other things, content marketing can contribute to:
If you’re looking to give content marketing a go – or just want to make sure you’re doing a top job already– these tips should help.
This is at the beginning for a reason. Planning and preparation are everything.
Creating a content marketing plan means you always know what needs doing and when it needs doing by. Not only does everything become more manageable but, ultimately, you’ll create better, more thought-out content that your audience will really enjoy.
Some key points to consider when you’re content planning:
Not every plan will look the same, so do what works for you. For example, when I write a blog (this one included), I begin by outlining what each section heading will be and go from there. I never write a blog in order, rather starting in the area I feel I have the most to say so that, by the time I get to the other sections, I’m feeling inspired. If you write your intro first and work your way down, please tell me your secrets. The point is, as long as it works for you, and you do create a plan, that’s all that matters.
We get it, you’re an expert. It’s important to show your audience that you know your stuff, but jargon and over-complicated technical language is not the way to do it.
If you’re not sure what I mean by jargon, it’s the words and phrases that only people within your business or industry would know. One example is software companies that tell you the coding language they use. But lots of other types of businesses fall into this trap, too. I can’t be the only person who has looked at a list of beauty treatments and felt like they were written in another language.
At best, your audience won’t know what you’re talking about and will therefore walk away from your content. At worse, you make them feel stupid and they still walk away.
A 2015 article by TIME magazine pointed out that we have lower attention spans than a golfish, eight seconds to be precise. That was five seconds less than in 2000 and, considering that the article was written in 2015, our attention spans are likely to be even lower now we’re in 2021. Are you even still reading this blog?
The point is, if you use those eight seconds of attention span by spamming your audience with complex information, they’re probably going to leave your website and find the information from your competitors who are keeping it simple.
Realistically, you’re not going to be churning out a brand new piece of content every day (and if you are, I take my hat off to you). Creating quality content takes a lot of time and effort, so we need to make the most of it.
Let’s look at the example of a blog or article. You could:
You could even go one step further and look at repurposing some of this content eg a video could be broken down to make smaller clips that can be used as a TikTok or Instagram Reel.
As well as repurosing your content, you should also be keeping an eye on how you can recycle any of the content in your archives. Can you update an old blog? Make edits to an out-of-date video? Identify those pieces that don’t need huge amounts of work to become really valuable to your audience.
I’m not usually a supporter of the “build it and they will come” attitude, but this is the exception. When it comes to marketing, you need to generate the content your ideal customer wants to see. From type to topic and placement, your plan should revolve around your perfect client.
You need to know who the person is that will buy your products or services, what they like and dislike and what problems they have (that you can solve). Then you can build your content plan around them, showing you can understand them and you know how to help.
Understanding how they are likely to purchase from you allows you to build content that slots in at different points of their customer journey.
The more best-practice you can get into your content marketing, the better. But the truth is, generating some content is better than none. Where possible, focus on quality over quantity and make sure your audience will really love the pieces you put out.
LikeMind Media are content marketing experts. We can work with you to create quality content that meets your goals. Speak to us about how we can help.
If you’re looking to get started with content marketing, you might be interested in some of the following services: