B2B Content Marketing Strategy Checklist
Posted On 28 Feb, 2017 by Vishal V
B2B marketers often wished that there existed a checklist for their strategy. So in order to grant them their wish, here is one:
- Set the goal: There is sound truth in the maxim “a person going nowhere normally gets there”. Hence it is very important to set the goals. But a B2B marketer should set them for only a frame of 6-12 months. Anything more than that in the digital world is subject to the danger of oblivion.
- Know your customer: Define the buyer persona and plan your strategy accordingly. Digital marketing strategy would vary from client to client. Some may love Facebook and others might be abhorred by Facebook it but love LinkedIn. Similarly some might prefer readable content, others rely heavily on video. Customize your content to suit the taste of your customers.
- Know your sweet spot: In ball related games, like billiards, a sweet spot is the place where you get the maximum impact and control for your hit. Similarly in digital marketing the sweet spot exists where your customers’ needs match your expertise. This is where you are invaluable and should push for your maximum growth and impact.
- Content Audit: Know what kinds of content you own and what kind of impact they have on the audience. This would you know where you stand and how far is it from where you want to go. Where to invest and where to cut back.
- Content creation: Choose the relevant topics and media for your content, choose the information resources, tone and style as applicable to your client needs and tastes and then create a content that your customers would want.
- Promote: Creating content is not enough as thousands of bloggers would tell you. You need to market the hell out of it. Promote your content using every opportunity to reach your clients. And of course you should use the medium which has the highest concentration of possible clients.
- Measure: What gets measured gets improved. So measure if your strategy has generated enough in terms of lead generation and profits. Nurture those which are doing well and rethink those which are struggling.
- Learn, improve and adapt: You should learn from your details and decide where to invest more and where to cut back, for no matter who you are, resources are always limited. Digital is a space that is always evolving and changing. You must keep adapting to the changing times and environment
- Rinse-repeat : Content marketing is not a one-time job. It is a continuous process. One should keep on trying different variations in marketing and keep on testing to see what works best for you & your audience.
Follow the above and you would do all right with your B2B digital marketing, because the fundamentals never change, even in the digital world.