5 B2B Content Marketing Rules You Should Break

5 B2B Content Marketing Rules You Should Break

The marketing revolution provided thrust to press on B2B marketers to remold their strategies from classic to contemporary. Through this, we have conceived content marketing – a marketing strategy that engages on acquiring and retaining customer through media sharing and content publishing.

Nevertheless, as we invented it we’ve been tucked on a set of rules from diverse sources. As these rules progresses, it became norms. Now, we are on a debate whether these rules’ credibility is valid. So, here are the top 5 B2B content marketing rules you should start breaking:

Rule to break #1: Set SEO as the focal point of your content

Don’t always focus on making your content search optimized because you will end up overusing keywords. Google uses a more sophisticated search algorithm which evaluates every web contents semantically. So, technically, it’s pointless to defile the content with so much keyword. Keyword stuffing can also make your content boring and unreadable to potential customer.

Write for your reader first, then for SEO and lastly for the product. Always aim to grab the interest of the reader first and work on other essential items in the latter.

Rule to break #2: Make only website contents that focus on your products

Good contents are customer-centric. Don’t always highlight what you have, but on what the customer can benefit from you have. What makes B2B content marketing effective is to determine how to establish a good linkage between the content and the product, at the same time stimulating the attention of the reader.

Rule to break #3: Do volume posting, constantly

In content marketing the bottom line is always quality over quantity. If you focus too much on the number of your contents you will compromise its value. It doesn’t matter if your posting pattern is less frequent than your competitors’, as long as you ensure that your contents kindle customer’s interest and addresses their needs.

Rule to break #4: Make a steady-state marketing plan

Everything in this world is in constant state of uncertainty. An effective marketing strategy today can be useless tomorrow. In modern marketing, you have to be prepared for an unknown aspect that may cause intervention to your business anytime. Devise your marketing plan to adapt to changing environment. Set a keen observation on latest trends and extract benefits from it, at the same time, defy its negative impact.

Rule to break #5: Engage to all social platforms 

While you wanted to make an increase in your social exposure, it is very important to understand that not all social platforms are relevant to your customer and products. Learn how to maximize B2B lead generation thru social media. LinkedIn  generally generates more marketing leads than any social platforms. But this is not true all the time; it depends on your business’ nature and the targeted market segment.

Marketers should understand that unless there’s a deviance from the norms, we will never achieve progress. Rules are made to guide, not control. Don’t be afraid to break a few rules if that’s the only way to find a better marketing path.



Amplify, Diversify, Simplify: How to Up your B2B Content Marketing Game

Amplify, Diversify, Simplify- How to Up your B2B Content Marketing Game

To some, human relationships are strictly utilitarian in that one member is bound to be useful to another. This best describes the B2B marketing arena, where the structure doesn’t follow a give-and-take scheme but adheres to a system of cooperation.

But we shouldn’t always settle with this fact. There exist semblances of animal competition, especially in such endeavors as content marketing.

The relevance of this fact directs us to an important necessity in content marketing, and that is to improve and develop existing strategies to win the battle for audience share and ROI.

With these considerations, we shall now explore a few reminders on intensifying your content campaign and eventually increase lead generation.

Amplify. Considering that human relationships take on competitive and cooperative visages, we may find that the latter has a profound bearing on survival. We aren’t tasked to explore Darwinism further, but such an observation helps in forging content-strong B2B lead generation. It is just a matter of widening your market reach by allying with influencers. Through sites like Facebook and LinkedIn, you will be able to encounter individuals and groups that can benefit from the products and services you offer. In turn, they may create a network of referrals that can serve as an effective origin for additional prospects.

Diversify. The modern marketer is lucky to have multiple platforms at his or her disposal. And it is imperatives that each platform has to be utilized to its fullest potential. Social media is perhaps the most efficient medium through which you can market your products and services to a broader audience. But marketers should go beyond setting social profiles. Blogs and an online video-based campaign are also good at directing attention towards your company.

Simplify. Putting a lot of effort into your campaign can get you a long way. But, adding too much details and singling out the good stuff constitute counter-effective measures that only entail a waste of time and money. While the goal is to amplify your reach through a diverse array of communication channels, it is equally important that you make your campaign stand out by being consistently relevant. What this means is that you need to offer innovations and present them in a way that goads the consumers’ sense of immediacy and necessity.

In B2B content marketing, it pays to have a good sense of knowing how your industry works. But while competition is the main driving force for company growth, it takes a sense of overwhelming determination to drive your resources and strategies towards realizing goals.


6 Elements that your Content Marketing Strategy should possess

6 Elements that your Content Marketing Strategy should possess

6-Elements-that-your-Content-Marketing-Strategy-should-possessEvery campaign requires a strategy. But not just any strategy – it should be well-rounded enough to initiate and sustain progress from start to finish.

Some marketers think they only need to lay out a couple of bullet points and everything’s done. A marketing strategy, particularly one that thrives on content creation and distribution, needs to be carefully planned to ensure that your content not only effectively conveys a good message, but is also compelling enough to drive readers to perform an action.

The Content Marketing Institute suggests 6 crucial elements that need to be present in your content marketing strategy:

1. Well-defined targets

The key to effective content marketing is to be sharply focused. It’s virtually impossible to successfully market to everyone all at once, so instead you may find it easier if you concentrate your efforts where you think you can move the needle most.


2. A deep contextual understanding

Regardless of who your target buyers are, it’s going to be virtually impossible to create content that resonates with them until you understand the unique context of their situation. In addition to knowing who your buyers are, you need to understand what they care about and what their path to making a purchase looks like.


3. Clear conversion goals

Once you understand who your target buyers are, what they care about, and the steps they take along their buyer journey, it’s time to figure out what actions you want them to take as result of consuming your content. Each of those actions is a conversion. Your content strategy should be centered around a set of smaller conversion goals that will collectively help propel them through the buyer’s journey.


4. Appropriate points of contact

Another important aspect of content marketing strategy is deciding how you are going to initiate conversations with your target buyers, and get them to be receptive to receiving your content offerings. Always consider your buyer and their context when selecting a method of contact, and it must be effective enough to drive whatever conversion goals you have set.


5. A process for alignment

The next step in developing your content marketing strategy is to figure out how to pull it all together — i.e., how to align your contextual understanding of your buyers and their journey with your conversion goals, the points of contact you are going to use to deliver your content, and the actual content you are going to create. The best way to do that is by creating a matrix that will help you keep track of all these moving parts.


6. The ability to scale

The last major point to consider when developing a content strategy is how to tackle one of the biggest challenges many B2B content marketers say that they face: producing enough content to satisfy their buyers’ appetite. The best way to do so is by building a plan for repurposing, repackaging, and recycling the content you create for ongoing use.

Read the full article at 6 Key Elements of an Effective B2B Content Marketing Strategy