Our friends at 9MileLabs hosted a fascinating talk on b2b content marketing last night. The speaker, Rich Stillman from Altus Alliance, did a great job demystifying the basics.
First, let’s be clear on the definition of this popular buzz-phrase. The Content Marketing Institute (CMI) describes b2b content marketing as, “a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.”
And for those who may have been under a rock for the past few years, a recent CMI study reveals that 86% of b2b marketers are ‘doing’ content marketing.
If you haven’t dipped your toe in the b2b content marketing pool yet, Rich suggests there may be a few reasons why you’re a bit gun shy:
- You think it’s too labor intensive
- You won’t be able to get customers to talk
- You can’t generate enough content for all use cases
- You don’t want to waste money because you can’t get specific stats or metrics
Rich thinks this is all just whining and that you have no option but to jump in head first because content marketing is the way b2b companies connect with customers today.
Ok then, let’s head up to the diving board and get ready to drive in. But wait, what do you need to think about before you get started so that you execute an elegant swan dive rather than a messy cannon ball?
Develop, document and actually stick to a marketing strategy
Whether you are a startup without a marketing budget or a more established company, you must have discipline around developing your marketing strategy. You must understand what your value proposition is and who your customers are and your content should flow out of that in a disciplined way.
Be fanatically market driven
A winning b2b content marketing strategy must be built on a deep understanding of what your customers need. For startups, identifying this is usually part of developing the business plan. But understanding what customer characteristics are more broadly is critical to informing your content strategy. It is also important to be informed what is happening in your competitive landscape.
Convert website analytics into funnel mathematics
Rich suggests that if you think about b2b content marketing as leading someone through the decision making funnel, you realize that it’s about understanding what information you need to provide your customers along the way. There is a natural progression from “I don’t know who you are” to “I can’t wait to open up my wallet and give you money” and content marketing should pave the way.
Execute content around bigger ideas
Your customers are busier than ever and are constantly being interrupted by people trying to show them content that may be valuable to them.
In the social media-centric world we operate in today, we have to work with a small headline and a small amount of copy and an image. To rise above the noise and find your audience, there should be a big idea behind your 140 characters. A campaign theme that is connected to something deeply held by your target audience. And, your content should be consistent with your mission and your message. You can always create a thematic connection with a powerful visual.
Measure leads not traffic
Website traffic is not leads – but traffic can become leads. In the world of B2B marketing, the goal is to create leads that become customers – not awareness.
Rich suggests that we learn a thing or two from Lean manufacturing and keep iterating:
- Plan
- Do
- Check
- Adjust
Try something, measure it, optimize. The task at hand is to keep trying different keys until we can open the door. Don’t stay loyal to an idea that isn’t working.
Tactical ideas to get you started
In closing, Rich shared some tactical ideas for creating and sourcing content:
- Enlist outsiders to create content for you
- Customers, industry experts, college students
- Record interviews with people and transcribe them
- Or use Blog Talk Radio
- Learn from the best – or at least those better than you and copy with impunity
Ok, I think you’re ready to take the plunge. If you need help, contact us!
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