4 realistic ways of improving your B2B content marketing strategy

February 29, 2016

Nearly three quarters of B2B marketers said creating engaging content was their top priority for 2016, according to the Content Marketing Institute. However, just creating high-quality content doesn’t guarantee a successful campaign.

The sheer amount of content being produced by businesses today mean we have to find new ways of making our message stand out.

The New Breed Marketing website has some of the best tips for improving your B2B content marketing strategy that I’ve seen recently. Its advice is nothing out of the ordinary, but crucially it is realistic…

Go all-out on promoting your content

Social media is a powerful tool for B2B marketers, but you get out what you put in. It isn’t enough to just copy and paste your content’s URL and expect prospects to click on it. You’ve got to convince them that your content can add value to their online experience. That means picking an interesting topic that others have yet to cover; writing an eye-catching title that causes your target audience to do a second take; composing a social media headline that is more than just a simple description of what the content entails.

Leverage the help of influencers

Few strategies prove more effective in increasing your readership than having key influencers in your industry share or endorse your content. For many, they simply don’t have the time in their working day to read every piece of content that appears on their timeline, so they look to well-respected influencers as a guide for what content to consume. So start setting the foundations for a relationship with those key influencers.

Create interactive content

Many of the most successful new content providers have built their success on interactive content. Think BuzzFeed whose quizzes get huge amounts of engagement, despite creating around ten different quizzes every day. Use BuzzFeed and the like as inspiration for your B2B-friendly interactive content.

Quality over quantity

White papers, analyst reports, videos – these are the types of content driving the best results of late, according to the CMO council. What connects them all? They all take a little longer to put together – premium content, if you will – suggesting it might be worth your while creating better content, less often.

But if we’re talking in realistic terms, how much time will businesses really need to set aside for quality content creation? It all hinges on ROI so – realistically – the first priority should be to establish how the content’s effectiveness is going to be measured. Then, and only then, should you put finger to keyboard.

Kevin Mason - Director