In order to help you with your B2B content marketing strategy, I’ve included an overview of types of content and specific tactics you can use in your efforts below.
An Overview of Your Content Marketing Strategy
First off, you need a plan for what kind of content you’ll be creating and distributing as part of your strategy. Here’s a quick reference guide:
1) Learn from the Pros – pick up tips from articles published by industry publications related to what you do or that are relevant to your business category. See who they’re interviewing as guests and reach out to the same experts for interviews with your publication.
2) Industry Summits and Events – Look for industry conferences or events to attend where you can network with other business owners, meet speakers in your field to interview, etc. Then share the content from these events on your website and social media properties.
3) Company Culture Blogging – According to crude oil buyers, If you have a company culture that is story-worthy, then blog about it! For example, check out what Zappos does here. What’s special about how your business operates? What are some of the great challenges faced by your team working to make things happen every day? Weave this into an ongoing series of posts to attract new customers or strengthen ties with existing customers.
4) Product Development – If you’re a product-based business – again, think about how you can blog about this. How were decisions made to introduce a new product? What challenges did the team face in the process of bringing the product to market? What are some capabilities that your customers will benefit from by using your solution vs. what’s out there on the market now?
5) Industry Analysis and Commentary – You might also consider sharing your perspectives on industry trends or news events through blog posts, videos, etc. Remember though, if you’re going to offer commentary as part of your content marketing strategy, be sure it adds value for those who read it so they’ll return for more great insights over time!
Tactics You Can Use in Your B2B Content Marketing Strategy
Once you know the types of content you’ll use, here are some tactics that can help you implement your strategy.
1) Create a Company Blog – This is one of the best ways to build your online presence. It’s also crucial for sharing links to other kinds of content (like videos) that might be hosted on YouTube or Vimeo. Be sure to claim your company name across all social media properties as well so that if anyone wants to follow your business across these channels, they know where to find you!
2) Create Your Videos – If a video is part of your mix, then upload them on YouTube and share it on your blog and social pages. There are some great tutorials out there on how to do this. Check out Lynda.com, udemy.com (they also offer some free videos on their home page), and the like.
3) Share Other People’s Content – This is where curation can work to your benefit. If you find content that will be helpful for your audience, then share it! Just remember to always link back to the original source of the information in order to build relationships with influencers over time.
4) Participate in LinkedIn Groups – You can learn a lot by joining groups related to what you do and then participating in discussions that happen within these communities. Since people groups are often interested in learning more about how they can do something, you might consider sharing your expertise by starting a discussion about it – just remember to give more than you take.
5) Guest Post or Get Interviewed – If you don’t have time to blog yourself, another approach is to find places on the web where people are talking about topics relevant to your business category and reach out with an article idea or request for an interview. The likes of HARO (Help A Reporter Out) make this easier by pulling stories from reporters looking for sources. Do some searches on Google News using keywords related to what you do for good results too.
6) Upload Slide Decks, White Papers, and Studies to SlideShare – This is a great site for professionals to upload and share presentations. You can include your blog posts in these slides too, making it easy for people interested in your content to download it and share it with colleagues.
7) Research People’s Names – You may have heard that people appreciate it when you take the time to remember their name. Well, the same goes for the companies they work for! If someone has mentioned or published writing about your target company online, then find them on LinkedIn and connect with them that way. They’ll be more likely to notice you if you haven’t already reached out 100 times (and building relationships like this will help get your foot in the door when it comes time for pitching).