How to Kick-Start Your B2B Content Marketing Strategy

Developing a B2B content marketing strategy that aligns content messaging with your target audience is no small task. In fact, 88% of B2B marketers currently use content marketing as part of their overall marketing strategy, yet only 32% have a content marketing strategy.

The development of a fundamentally customer-focused marketing strategy will blaze a trail for a B2B content marketing strategy to reach new customer engagement and acquisition goals. By ensuring value is delivered to your customers, the B2B content marketing strategy will fall into place.

Here are a few key tenets of B2B content marketing strategy to kick start the process for you and your team:

1. Determining your content point of view. Here’s a hint: Make it customer-focused.

2. Ensure once you start executing on content creation, you can measure your efforts. Another hint: Make sure it’s driving a tangible business outcome as well.

3. Align your team’s talents with the type of content being created. Last hint: Not all marketers think the same way.

Customer-Focused Point of View for Content Pays Off

Content marketing strategies developed to engage customers with your brand start by aligning content with the point of view of your reader. Delivering information both that the customer sees as valuable and that aligns with your brand should be the underpinnings of every B2B content marketing strategy.

In a recent study from Forrester Research, they provided the example of Kraft Foods launching a site (kraftrecipes.com) to share recipes and food ideas using their products. By shaping purchase decisions, encouraging buyers through the journey through value-driven content, Kraft Foods had buyers that were all-the-more inclined to purchase cream cheese for “that casserole recipe I saw online”. They delivered value to customers by encouraging a purchase decision as opposed to pushing a coupon.

With a customer-focused point of view regardless of the buyer type (B2C and B2B buyers), position your content to deliver value to your customers. Similarly, through customer-centered content, you can actively shape purchase decisions through a B2B content marketing strategy that drives leads which, in turn, fuels revenue.

Prioritize and Set Content Goals

In a recent survey of content marketing maturity, Forrester found that 52% of B2B marketers were in the early stages of assembling a content strategy and executing it. While B2B marketers seem to be embarking on a more customer-focused approach to content development, a key tenet to a closed loop model for your B2B content marketing strategy is tracking buyer interactions with content at each stage in the purchase life cycle.

Providing buyers with content that is useful and valuable to read, watch, or interact that encourages forward movement in the buying cycle is a B2B marketer’s dream. And yet if those interactions are not measurable, how do you know your content strategy and supporting tactics are effective?

To kick start your B2B content marketing strategy that produces customer-focused content, ensure your team is taking a practical approach to content creation aligned with short-term goals. Meeting and rewarding these short term goals will push your team to drive increasingly buyer-aligned content. This will inevitably result in customer interactions that contribute to increased revenue. These longer-term objectives ensure content drives tangible business outcomes.

Align Talent with Content Creation

Balance your team to align strengths with content creation requirements. Buyer-aligned content that captivates, inspires and challenges is a different focus for most B2B marketers. Marketers whose background include a mix of product marketing, sales positions and even direct marketing may be challenged to make this shift.

Climbing to new heights requires planning and preparation but it also mandates physical and mental stamina. Applying that principle to strategy development versus plan rollout and execution, B2B marketers need to consider skill assessment and training as a critical tenet of B2B content marketing strategy. When the team is ready to hit the trail, talent needs to be aligned with a type of content creation that sees through the buyer’s point of view, interweaves a compelling story and is appropriate to the content application.

So, begin with your team to consider what content will deliver value to your customers. With this customer-focused lens, a B2B content marketing strategy will achieve the following:

  • Address buyer concerns to engage
  • Motivate them through the buyer journey
  • Build support from bottom-line-thinking executives.

How To Make Your Marketing Strategy Work

1). Make the purpose clear
37Signals has made the art of simple in software, simple in pricing, simple in use, simple in hiring and the clear purpose the business exists. Take this extract from their stated values “Useful is forever – Bells and whistles wear off, but usefulness never does. We build useful software that does just what you need and nothing you don’t.”

2). Define the Marketing strategy, Work with it and don’t just state it
The first step in bringing your strategy to work is to figure out what it really means to you. Many people would look at 37Signals software maker and discover that their marketing strategy is to develop functional software with low cost and deliver in several versions with a 30-day free trial. A quicker check would show their actual marketing strategy is simplicity in everything.

3). Turn it into a mantra question
So, if you’ve developed a marketing strategy and now realize you can bring it to life by way of a defining characteristic, you might be wondering how to drive it deeper into the organization.

The only way for your real business strategy to flourish is to make it an integral aspect of everything you do. The simplest way to do this is to use it as the leading question for every service, product, staff, customer, marketing decision and process. The questions you must ask are: Does this product inspire? Does this decision keep fun alive? Is this process simple? Does this new hire value community? Is this pricing convenient?

4). Produce strategy scorecards
In addition to creating the key word question, teaching how to think with strategy and using strategy filters for decision making, you have to find ways to keep real strategy working in day to day activities of your business.

One of the best ways to do this is to turn strategy thinking into a game. Create scorecards that reward people for thinking, employing and acting with marketing strategy. If, in the case of a company where entertainment and surprise are the major characteristics of market strategy, bonus points could be awarded for taking action that exceeded a customer’s expectations, or for chairing a meeting that was both fun and productive.

5). Build strategy filters
In order for your marketing strategy to reach full potential, it must be the filter your entire staff uses for their work with each other, advisers, suppliers and clients. It is good to build a process that staff members can use when planning a project or even action step. This simple process lets them to view anything they choose in the light of strategy impact and either change course or know for certain that they are taking real strategy action.

Lots of start-up tries to decide the perfect business strategy to use to market only to discover that the market does not require the model they are about to use. Any business plan for that matter, is little more than a guess and I believe that your best chance for getting that guess right is to build your business model.

This assumes the role a fully developed market actually should play in determining the direction of an organization. The fact is, most people, if they consider marketing strategy at all, stop at a core message, identity elements and perhaps a sales proposition and call it a strategy.

A marketing strategy is how you plan to use the resources available to you to build an ongoing case that your business, products and services are the obvious choice for a narrowly defined ideal customer. If you accept this expanded view of marketing strategy, then I would suggest you answer the following questions in an attempt to measure where your strategy stands today, and where it could go if you understood and integrated it fully as your business model.

A Online Marketing Strategy Formula For New and Expert Network Marketers 101

Online Marketing Strategy With A Powerful Formula

The online marketing world can be very competitive at times when it comes to creating an audience.In the beginning all of us have struggled at some point to find the right online marketing strategies who were looking to build a business online. Everything we need to learn & implement is broken up into pieces then scattered for us to run wild to find. Hopefully this will put an end to your run around marathon, here are some key points we will be touching:

  • What type of online marketing strategy you should use?
  • What strategies you should focus on?
  • Common Short-term, mid-term, long-term strategies
  • Advantages/disadvantages of short-term, mid-term, long-term strategies
  • Online strategy formula & how to use it

After reading over these key questions & points, their will be a solid blueprint for you to follow and grow any network marketing company. The true benefit will come by implementing what you read within this article. Now it’s time to jump to fun parts of this content.

What Online Marketing Strategy Should You Use

This is a very common question that is asked from most beginning online marketers who are looking to grow network marketing company online. In fact it’s never a surprise to many of the network marketing guru’s who have managed to build a successful business online & offline. It becomes an applause for the beginners who come online to market because we have a large-scale of Network Marketers who try to build their opportunity only offline with minimum amount of exposure.

Little do Network Marketers know it takes a proper marketing formula and/or system to create unique branding for themselves and network marketing opportunity. This formula and/or system that is used for branding purposes is called attraction marketing. attraction marketing is used very commonly among the Network Marketing Guru’s. So here’s what every Network Marketer need to look for within their online marketing strategy… the proper attraction marketing system.A very good formula to memorize is this “attraction marketing+network marketing=perpetual marketing“, But also understand that with this one formula comes with a plug-in of online/offline marketing strategies.

What Marketing Strategies Should You Focus On

To help you have a better conception of what is being explained to you, I will explain to the percentage of concentration for your market in regards to attraction marketing. Most commonly a large amount of 10% of 20% percent is missing within large amounts of the Network Marketers establishment. And this is because that they have not yet learned the proper 80/20 rule of network marketing.

Your Online marketing strategy should consist of 10%, while the other half of the 20% will consist of offline marketing strategies. The large factor of 80% percent is made up of making solid strong connections most of the time from both online/offline. For most Network Marketers who follow the 80% of the rule find themselves making connections more online(70%) than offline(30%).

Remember to never eliminate offline attraction marketing from your strategy, If it’s just passing out a card or attending marketing meet-up in your local area then so be it. The best type of cards to use are both drop/sizzle cards for offline attraction.This will allow you to be visible offline also.

Common Types Of Online Strategies

There is a variety of online marketing strategies that can be used to grow your business. Within the mist of paths to take within the online world.. is usually a point that we most commonly become stuck with. Most Marketers can never make up their mind with what type of online marketing strategy they want to spend the most time with. But here’s a keynote for you: “learn the basics of all of mass majority of online marketing strategies“.

By learning the basic ropes of each strategy, you will have an idea of what marketing strategies interest you. For example outsource information for each online marketing strategy from online search engines,blogs,forums,social media sites etc.. before making any type of investment for the strategy. Now to keep you in the loop, I want to provide you with the most up to date attraction marketing strategies used online. Within this enlistment you will know of the short-term, mid & long-term attraction marketing strategies:

Short-term

  • P.P.C. ( Pay Per Click )
  • P.P.V. ( Pay Per View )
  • Solo Ads
  • Voice Broadcasting
  • Any type of paid advertising

The advantages of short-term attraction:

  • When creating a starting point, it is one of the quickest way to obtain very fast results for your business.
  • Minimum amount of time invested when creating short-term attraction

The disadvantages of mid & long-term attraction:

  • Can be very expensive to produce results if not done correctly
  • Cannot stick to one way of advertising content and/or information
  • Advertising only attracts & sticks to audience for a brief amount of time

Mid & Long-term

  • Article Marketing
  • Video Marketing
  • (S.E.O) Search Engine Optimization
  • Email Marketing
  • Blogging

Advantages of mid & long-term attraction:

  • When content is structured correctly, You can position work for a consistent rewarding with less effort
  • Content always sticks
  • If structured properly, You can target a consistent audience without spending a large amounts of time

Disadvantages of mid & long-term attraction:

  • Have to spend a large amount of time structuring content
  • If not done correctly, You can just be wasting time and not even know it
  • You must invest into proper tools to optimize your content to make it stick

The Attraction Marketing Picture

Overall, you want to be use an attraction marketing formula that will help you mark a blueprint to success. If you can learn all of them that’s great, but try to learn one of each when starting out. For example you may want to start of with an interest to master Pay Per Click for short-term, video marketing for mid-term & search engine optimization for long-term. For recommendation purposes.. take full training on search engine optimization, This will eliminate the majority of your headaches.

Remember the whole purpose behind the appliance of this formula provided, When applying this formula you will position yourself to become an expert when it comes to building a business online & offline.Another reason is also to attract people towards your primary opportunity just from branding leadership & marketing skills.

Good luck to you and your business, the very best should come to those who strive for greatness in their online marketing business.

David C. Simmons