Business Growth 101: Building B2B Content Marketing Strategy for Successful Business
Managing business or having business in a form of B2B is actually harder than B2C. Why? That’s because you want to be found by your buyer who also happens to be a business owner who wants to provide products or services to their customers. In other words, you are helping them with their business while at the same time you are growing your business as well. It seems complicated, doesn’t it? That being said, it doesn’t mean that you cannot do anything about it. In this era where technology is growing and more new trends are coming, there is one of the ways B2B companies can increase their opportunity in expanding their business; content marketing strategy. Content marketing is a creation used by marketers and business owners to promote their business in a more interesting way. In a world where almost everything is digital, B2B companies can make use of content marketing to build and increase brand awareness. So, how do you build B2B content marketing strategy and turn it into successful business – your business? Keep reading to find out!
Know your target audience
Before making any plan or strategy, the first thing you need to do is to know your target audience. You have your own business and you know what your products and services are; now it’s time for you to get a better understanding about your target audience. You can start by creating a profile for your ideal client and this is called a buyer persona. This is important because this will prevent you from generating the wrong target. When you find the right and ideal target by focusing on specific people, instead of targeting random people, it will be more time-efficient and more effective. For instance, your business is related to selling industrial equipment, then you should create content marketing strategy that is targeting the person in charge of buying the equipment, not the company CEO. For example, you can target a person in charge of building construction that will need your equipment.
Create specific goals
After you have found your ideal target audience, the next step to step it up is to step up the game by creating specific goals to your strategy. When you create content marketing strategy, you need goals so that you can focus on making it happen instead of just making plain, unrealised strategies. However, keep in mind that you should create realistic goals instead of randomly setting up high-standard goals that don’t make sense. Goals start somewhere and increase with time. For example, you have weekly goals like these:
- Reach 100 people by email marketing at least within 5 days
- Create 2 interesting videos for this week
- Interact with at least 5 related Instagram pages this week
Goals can help you prevent yourself from forgetting your real purpose of creating your business. Therefore, creating goals before making content marketing strategy is important for focusing on your task.
Conduct a research on your audience for content ideas
Believe it or not, ideas do not only come naturally from our brain, it also comes from researching. Purely talented people may come up with more unique ideas so easily, but don’t worry; you can also get some ideas from researching your target audience. This is why it is important to adjust your situation to the current trends, as well as what your target audience needs. You can check Quora or any forum discussion that discusses your product or service type and find what they need, why they need it, and what obstacles that they find when using that product or service, or you can join any discussion that is relevant to your business to find answers. When the information or the answer you have found there is enough, you can easily generate ideas from there.
The bottom line
Creating content is not about getting more popular, it is about creating values for your content to increase your brand awareness in a more interesting way – your own way. When your brand awareness is increased, your business will be more engaging with your target audience and this will also increase values in your business in a form of credibility and reliability.