Are you struggling to create strategic content that gets real results for your B2B brand? You’re not alone. According to a recent report from eMarketer, while 86 perfect of B2B marketers have a content marketing strategy, only 11 percent describe their strategy as being “very effective.”
Content can tackle many challenges on the business spectrum, including raising brand awareness, keeping existing customers loyal and building relationships with new customers. When done right, content is an invaluable part of the buyer journey and can turn a lukewarm lead into a hot prospect through careful nurturing and content customized to fit their needs.
However, creating quality content takes time and resources, and you need a robust strategy in place to make the most of it. Churning out blog posts, white papers, case studies and other promotional content just for the sake of creating it is a waste time if your audience never sees it. Further, if that promotional content isn’t aligned to your audience’s needs to begin with, they’ll quickly skip over it and go elsewhere to find what they need.
Our latest white paper, Seven Steps to Generating ROI with B2B Content, walks you through our proven methodology for content marketing that can be adapted to any organization, regardless of where you are in the process. Below is an overview of the seven steps that are essential for brands to consider if they hope to see a positive return on their content program:
- Define and align marketing objectives, strategies and tactics.
- Conduct audience research to develop buyer personas.
- Perform a content audit.
- Fill in the missing gaps.
- Strategize a full-funnel, multi-channel content framework and nurture track.
- Establish key performance indicators and launch campaign.
- Nurture and improve campaigns with data (iteration is key).
When content directly addresses the needs of your target audience, it’s the ultimate driver of business success. Taking the time up front to ensure your content marketing is aligned to your audience, robust enough to fit their needs, and measurable throughout a full-funnel, multi-channel promotion plan is essential to generating ROI with B2B content.
For more on our proven content marketing methodology, including advice on how to get started and real-world examples of the steps in action, download the full Seven Steps to Generating ROI with B2B Content here.