Writing by Brick Marketing in B2B SEO Marketing
Content is considered to be King for a reason. Consumers are looking for as much information about a product/service/business/brand before making a decision as possible, especially in the B2B sector where the decisions that are made can affect a large number of people within the organization. The content that is created on behalf of a business can go a long way in establishing trust with potential clients or customers. B2Bs are investing more into content marketing, which is great, but many are still making some mistakes along the way. Content marketing is really a 5 step process and many B2Bs are missing at least one of the steps. A thorough B2B content marketing campaign includes the following steps:
Skipping this step can limit the success of your content. Before you start writing it’s important to see what kind of content others in the industry are creating. Take a look at their approach and analyze what might work for your business and what wouldn’t. The content that gets shared the most and receives the most content is obviously what people want to see. Just as you would when starting a business, do some competitive research. Don’t use this information to copy a content marketing strategy, but look for opportunities where you can improve upon what is already being done. If you just post more of the same, it will be difficult to get noticed.
Create and Edit
Once you’ve decided on your topic, you need to decide what the best format for that content should be. It can be a blog post, article, white paper, eBook, guide, video, podcast, infographic, etc. Once you’ve created something that you think is worth sharing, get a second opinion and make sure to triple check for spelling or grammatical errors. Remember, this content is a representation of your business.
The best place to post content isn’t necessarily on your website. To increase brand exposure it’s important to seek out opportunities on other web properties. Spend some time researching industry related sites that accept content submissions like guest blog posts. Content creation can be difficult for everyone and many bloggers supplement their blog with guest posts to keep it active. Post videos to video sharing sites like YouTube in addition to posting on your own site so that it may appear within a YouTube search. Expanding your content across the web not only improves the chances of it being seen, but also aids in link building efforts for SEO purposes.
Monitor and Share
If you are posting on another web property, you’ll have to check in to see when it was published. All content needs to be monitored for comments and additional feedback. If comments or questions are ignored it doesn’t result in a good brand experience. Be sure to share all published content with social media followers and encourage them to share it with their connections.
Include it in Future Content
Content doesn’t need to have a short shelf life. As you continue with a content marketing strategy, you can include a link to “old” content within the new content. As long as it’s still relevant, this is a great way to get more eyes on that content and increase its value.