B2B Content Marketing Strategy Tactics 2015

90% of B2B companies report content marketing will be their main focus for 2015.

It comes as no surprise, then that B2B marketers plan to increase their digital content output. But with this barrage of content hitting a newsfeed near you, and an ever-increasing savvy consumer, what does this mean for your brand?

A Challenging Landscape

Marketers are pressed for time now more than ever, and they’re required to be both content and technology experts. Most small to medium-size B2B companies don’t have the luxury of in-house creative expertise, so many modern marketers have to handle copywriting and design on their own. Social media feeds are full of brands pushing “Look at Me” messaging, so it’s ridiculously hard to stand out in the noise. A lot of companies try to increase the quantity of content, which inherently risks affecting quality. On top of that, consumers are becoming more savvy and swimming through the dredge of self-promoting content that’s out there. Finally, many B2B companies suffer from inadequate consumer insights and reporting, unable to know if content is driving and converting traffic.

How to ensure your content is seen

Knowing your audience, and engaging them with relevant, quality content will make your company stand out. Aim high by beginning to build relationships with potential buyers and influencers within your niche in the digital space. Make sure your messaging stays on-point with a well planned multi-channel strategy, all while keeping your target audience in mind.

Those ideas might sound a little idealistic, but they’re attainable if you following these tactics:

  • Be passionate with data: Prior to navigating your digital landscape, do a deep-dive analysis of your data and business goals to uncover insights and areas of opportunity. This will inform the rest of your digital strategy.
  • Fish where the fish are: Which platforms and digital marketing feeds are your customers currently using? Target those.
  • Stick with what you know: Be intentional with your messaging and content. Does your content speak to your business and core audience? Great content will rise to the top and position your company as the leader.
  • Do your research and think like a buyer: Provide digestible content that is thought-provoking and informative to be seen as a resource within your industry. Ask yourself if you would actually take time to read what you’re writing.
  • Build thought leadership: Establish yourself as the authority in your space and be mindful of winning a potential customer’s trust.
  • Show a human side to your organization: Be approachable with your content to engage with your audience. This will ultimately work to build long-lasting relationships.
  • Be organized: Create an editorial calendar that includes all of your digital and social media platforms.
  • Seek outside help: Partner with an agency that understands your business and will produce content with your goals in mind.
Sara Marino
Sara Marino
Sara ran her own boutique marketing agency for years before joining Echidna. She enjoys walking through the Minneapolis Skyway System for hours at a time. Feel free to email her with any questions related to digital marketing.