10 KEY POINTS FOR EFFECTIVE B2B INBOUND CONTENT MARKETING STRATEGIES
July 31, 2018
There is no denying the fact that B2B companies are as passionate about their products as the B2C companies. However, when it comes to using content marketing strategies, the B2C companies seem to fare better. This is despite the fact that there are countless B2B users seeking the right knowledge, information and inspiration to meet their needs.
Discussed below are ten key parameters that B2B companies need to consider for creating brilliant inbound content marketing strategies to help cultivate fervent and dedicated clients:
1. Awareness Of Buyer Objectives
It is important for the B2B companies to consider the objectives of their buyers while developing their content marketing strategies. In addition to focusing on providing truly unique and cutting-edge content, the companies need to ensure that its authenticity and accuracy as per the needs and expectations of their buyers. Using clever subject lines and keeping the tone of the content humorous proves ineffective if it is not relevant.
2. Provide Right Information To Buyers
The B2B companies need to make sure that their buyers are well informed about the problems that the products and services they offer aim to solve. Using high-quality and informative content proves to be a faster and more effective method for providing such information to a greater number of buyers. Moreover, it offers the buyers the flexibility of accessing and analyzing the information as per their convenience.
3. Grow With Your Buyers
Like all other aspects of a business, the buyers of B2B companies will grow and evolve with time. That is why they need to create a flexible content marketing strategy that enables them to meet the changing needs of their buyers in accordance with the growth. The B2B companies should not shy away from the task of refreshing their content to fulfil the buyer expectations and ensure their benefit.
4. Use Diverse Channels
Given the ever increasing level of competition in the field of content marketing, it has become important for B2B companies to consider using diverse content formats to attract the attention of their clients. Making the content more interactive and integrating other media such as video and animation are just some ways in which the content can be made more engaging and informative for the buyers.
5. Segregation Into Microsites
Creating individual content microsites that provide comprehensive information about each unique speciality offered by B2B companies can provide great benefits. These sites make it possible for the companies to make the information easily discoverable, keep it well organized and ensure user friendly navigation. This can go a long way in helping to establish the goodwill of the brand amongst its clients and buyers by creating a knowledge centre for them.
6. Engaging Thought Leaders
Seeking the advice and guidance of expert professionals both within and outside their organizations can prove extremely advantageous for the B2B companies. Reaching out to these thought leaders to work out the best way for content creation can provide the companies with useful insights about their buyers. Sharing relevant and relatable first-hand experiences with the content readers can in turn help in strengthening the bond of trust besides conveying empathy.
7. Exploit Off-site Content Platforms
The internet offers countless options for publishing off-site content to help B2B companies gain significant traction amongst the buyers. In addition these sites also help the companies to reach out to a more diverse audience and engaging readers who might otherwise be unaware of the business website. However, off site content publishing should not make the companies lose focus of their own website blog.
8. Use Visual Content
Visual content is becoming really big which is why B2B companies can no longer afford to ignore it. In addition to integrating informative video clips in textual content, developing independent visual content has become necessary to attract buyer attention. However, care needs to be taken that the visual content aligns with the key concept and strengths of the product or service being offered by the B2B companies.
9. Narrate Brand Story
The high awareness level of the clients today has ensured that they are not satisfied simply by the solutions being offered by a business. Rather they tend to dig deeper to gain more information about the processes used by the companies to provide these solutions. Therefore offering this information readily to the buyers in a story format can make up truly remarkable content for the B2B companies even for traditionally boring and technical topics.
10. Challenge Buyers
It is not uncommon for the B2B companies to stick to a medium of content marketing that their buyers have become comfortable with. However, this can not only limit the information provision capabilities of the company but also make the buyers too lethargic. That is why it is advisable for the companies to keep changing their medium of providing relevant content to incite growth and challenge the buyers making them feel more interested and engaged.