“B2B Content Marketing” is incredibly important for brand positioning, search engine optimization, and lead generation/conversion. Although the benefits of a content marketing strategy have been widely documented, it can nevertheless be difficult to turn strategy into action. We will be at Inbound13 this week touting the benefits of B2B content marketing and learning from some of the greatest content marketers out there. We thought this would be an appropriate time to highlight some of the basic elements of B2B content marketing.
- Valuable Content – This is obvious – of course you need content for a content strategy! However what might not be obvious is how to get valuable content. We primarily use (1) research, (2) client assets, and (3) brainstorms, in that order. Research helps us understand the content, influencers, communities, and discussions that already exist in the space. Using client assets, such as whitepapers, memos, training documents, videos, etc., helps us understand what we have to work with that has already been created. Some of our clients have all the content pieces necessary, they simply haven’t followed through to actually extract value from that content.
- “Source” Content – This is our own term that we coined after visualizing how content moves through the web. Source content can be blogs, whitepapers, presentations, or any other piece of content. The distinguishing factor is that it was the first piece of content created, thus the “source” that you can draw on when you break that piece into smaller pieces. When we have presentations that we’ve turned into blog posts and blog posts that we’ve turned into presentations, this terminology of “source” content vs. “secondary” content became necessary.
- Content Calendar – Once you know how many pieces of content you will have, you can decide the media and frequency that is most appropriate for each piece of content. You should lay it out in a calendar format to ensure that your content is balanced in terms of volume, frequency, topics, etc.
- Distribution Plan – Lastly you should not just post content and wait for people to find you. Although social media followers and organic SEO will certainly drive traffic to your content, you should think about who might specifically be interested in consuming your content or, better yet, promoting that content to their followers. For example, when we promote this blog post, we will be tweeting it at HubSpot, because we are indirectly articulating the value of their software product that helps with inbound marketing. Hopefully they will retweet our post to their thousands of followers.