For a company to make a difference, they need to have a strong marketing strategy. One element of that strategy is content marketing. Content marketing is a way of providing relevant and original content that people will remember and share. Building a B2B content marketing strategy is a daunting task. Unlike other types of marketing, the business-to-business community is often less likely to have a unified voice. As a result, there are many different audiences to target.
If you’re looking to create a content marketing strategy for your B2B business, to help you out, we invited Moss Clement to share her expert opinion on how to build content marketing strategy this week on #ChampsTalk.
Moss Clement is an expert business writer & blogger who has extensive knowledge of digital marketing & B2B companies.
Let’s see what Moss has to say about B2B content marketing strategy:
We are LIVE from our #ChampsTalk session with @MosClement | Founder at Moss Media
Topic of discussion: How To Build A B2B Content Marketing Strategy 🌟
Join us at 08:00AM PST
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.#SocialChamp #chatsession #mossmedia pic.twitter.com/IKnLPpBSwM— Social Champ (@SocialChampSays) October 13, 2021
Thank you @MosClement for joining us today 🙏
Let's begin with our first question: Why is it necessary to have a content marketing strategy? What goals can a business achieve through it? #ChampsTalk pic.twitter.com/5olobbk30e
— Social Champ (@SocialChampSays) October 13, 2021
Thank you for having me @SocialChampSays for #ChampsTalk
— Mos Clement (@MosClement) October 13, 2021
A1a. Content marketing attracts organic traffic, drives social media engagement, and impacts readers’ actions on your site. But to develop marketing content that drives results, you need a strategy. This makes content marketing strategy an essential tool. #ChampsTalk
— Mos Clement (@MosClement) October 13, 2021
A1b. Businesses can achieve many goals with a content marketing strategy. Content marketing aims to create informative content that builds brand awareness, drives traffic, and leads. A successful content marketing strategy will help you achieve these goals. #ChampsTalk
— Mos Clement (@MosClement) October 13, 2021
With the best use of content marketing strategy, you can build trust with a potential prospect long before the sales cycle starts. #ChampsTalk
— Mudassir (@Mudassir9s) October 13, 2021
That's right, Mudassir
— Mos Clement (@MosClement) October 13, 2021
Q2. What are some common forms of B2B content marketing, and how can a business leverage them to the fullest? #ChampsTalk pic.twitter.com/G9vKJkKOPO
— Social Champ (@SocialChampSays) October 13, 2021
A2a. B2B content marketing aims to increase brand awareness, boost web traffic, leads & sales. Hence, some common forms of B2B content marketing include blogging, podcasting, email newsletters, white papers, videos, e-books, infographics, and more. #ChampsTalk
— Mos Clement (@MosClement) October 13, 2021
A2b. According to research, over 90% of B2B marketers use content to drive traffic, boost brand awareness, leads & sales. So, to use content to the fullest, diversify your content production and measure performance to see what works best and produce more of the best. #ChampsTalk
— Mos Clement (@MosClement) October 13, 2021
Yes, right Moss!
There's no one-size-fits tactic. It depends on the business niche, typical content consumption way of the ideal buyer, etc. #ChampsTalk https://t.co/9v65OaqNRL
— Mudassir (@Mudassir9s) October 13, 2021
Q3. What are the best practices to build a content marketing strategy around an objective #ChampsTalk pic.twitter.com/f0PLFVETZe
— Social Champ (@SocialChampSays) October 13, 2021
A3. Planning lets you focus on your business targets. And with common challenges in mind, you can assign resources to meet them effectively. So, to create a content marketing strategy, I recommend that you start by auditing your existing content. #ChampsTalk
— Mos Clement (@MosClement) October 13, 2021
Auditing your content helps you produce unique posts that get results. Then, define your content marketing goals. While short-term goals that lead to your long-term objectives are ideal, begin with the aspirations that connect with your overall mission. #ChampsTalk
— Mos Clement (@MosClement) October 13, 2021
Once you have your goals cut out, pinpoint who you want to serve (your audience persona). Also, create an editorial calendar; it lets you prioritize your actions, manage workflow, and modify your expectations appropriately. #ChampsTalk
— Mos Clement (@MosClement) October 13, 2021
Q4. How important are buyer personas in mapping a content marketing strategy? #ChampsTalk pic.twitter.com/if2KOEm2Y3
— Social Champ (@SocialChampSays) October 13, 2021
A4. Buyer personas (audience personas or marketing personas) are exceedingly critical in mapping out content marketing strategy. That’s because they let you categorize your target audience into various segments based on interests, motivation, and purchasing habits. #ChampsTalk
— Mos Clement (@MosClement) October 13, 2021
Understanding these components will help you target various consumer groups correctly with optimal results. #ChampsTalk
— Mos Clement (@MosClement) October 13, 2021
Q5. What are the common differences between a B2B and a B2C content marketing strategy? #ChampsTalk pic.twitter.com/crlobUljMz
— Social Champ (@SocialChampSays) October 13, 2021
A5. Although similar to each other, B2B and B2C content marketing strategies have differences. For example, both marketing strategies target two separate customers and engage them differently. Also, content creation is a sustainable B2B marketing strategy. #ChampsTalk
— Mos Clement (@MosClement) October 13, 2021
B2B content marketing strategy includes the use of blog posts, podcasts, videos, and other content types to target other businesses that will engage with their content before making a purchasing decision. #ChampsTalk
— Mos Clement (@MosClement) October 13, 2021
But B2C marketers invest more in advertising and other similar marketing methods for promoting their products. That’s because their customers are individual end-users with everyday needs. Clearly, strategic discharges are common differences in B2B & B2C. #ChampsTalk
— Mos Clement (@MosClement) October 13, 2021
A5 Common differences? The main difference to consider is the length of the buying cycle. B2B customers need a lot more information before they can make a decision. B2C content is more focused on the customer vs the product, especially when building awareness #champstalk https://t.co/JsPwXmFK81
— Mack Collier (@MackCollier) October 13, 2021
https://twitter.com/SocialChampSays/status/1448311861716439048
A6a. There are several metrics to measure performance, but this chat can't contain them all. So, I will group them into four categories.
User behavior on your site
Engagement across platforms
SEO result (organic traffic, backlinks, time on page)
Conversion and ROI. #ChampsTalk— Mos Clement (@MosClement) October 13, 2021
A6b. A good rule of thumb is to update your site content three times per week. But if you’re restricted with time, you lower it to two or at least once weekly. The updates could be minor changes to old blog posts or publishing new content. #ChampsTalk
— Mos Clement (@MosClement) October 13, 2021
It’s essential because the frequent updates signal search engine bots, allowing crawlers to crawl, index, and re-arrange your rankings. Therefore, to increase the chances of your blog getting a higher ranking, update the content frequently. #ChampsTalk
— Mos Clement (@MosClement) October 13, 2021
A6 Let your strategy and desired outcomes determine which metrics you choose to measure for your content. Long-form content such as blog posts/articles should be audited for updating at least twice a year. I pick posts that are already performing well first #champstalk https://t.co/aqsKNd2qWb
— Mack Collier (@MackCollier) October 13, 2021
Q7. What is a content marketing funnel, and can it help in getting better conversions from your audience? #ChampsTalk pic.twitter.com/fzn2ycfW9I
— Social Champ (@SocialChampSays) October 13, 2021
A7a. A content marketing funnel is a marketing system that helps marketers to attract leads and guide them through a progressive customer journey from the first touch-point of awareness (TOFU) to the final point of conversion and brand advocate (BOFU). #ChampsTalk
— Mos Clement (@MosClement) October 13, 2021
A7b. The purpose of a conversion funnel is to create a compelling customer journey and increase conversions. So, yes, a funnel helps get better conversions. #ChampsTalk
— Mos Clement (@MosClement) October 13, 2021
Q8. Lastly, who do you think we should invite next on #ChampsTalk? pic.twitter.com/cUMv8O4aCN
— Social Champ (@SocialChampSays) October 13, 2021
A8. I recommend:
Adam Connell @adamjayc
Donna Merrill @donna_tribe
Janice Wald @MrsPaznanski
Sue-Ann Bubacz @SueAnnBubacz
Vishwajeet Kumar @vishwa328. #ChampsTalk— Mos Clement (@MosClement) October 13, 2021
Also, add these awesome experts to your list:
Ann Smarty @annsmarty
Ryan Robinson @TheRyanRobinson
Elna Cain @ecainwrites
Neal Schaffer @NealSchaffer— Mos Clement (@MosClement) October 13, 2021
Thank you @MosClement for the awesome recommendations 🙏@adamjayc @donna_tribe @MrsPaznanski @SueAnnBubacz @vishwa328 , we would love to have you guys on our #ChampsTalk😇
— Social Champ (@SocialChampSays) October 13, 2021
That's it for today folks, we would like to thank you @MosClement for your knowledgeable insights.
We loved having you and hope that the audience enjoyed today’s session of #ChampsTalk 😇 pic.twitter.com/uPJFWUY1Sr
— Social Champ (@SocialChampSays) October 13, 2021
— Mos Clement (@MosClement) October 13, 2021
Thank you too. I appreciate it!
— Mos Clement (@MosClement) October 13, 2021
How often do you think we should measure performance of a content piece? Daily? Weekly? @MosClement @SocialChampSays #ChampsTalk
— Marium Fahim Khan (@marium_fahim) October 13, 2021
Weekly is ideal
— Mos Clement (@MosClement) October 13, 2021
How do we set a target persona for B2B content marketing? Is it the same like it is for B2C or are there any specific practices that we should keep in mind? @MosClement @SocialChampSays #ChampsTalk
— Marium Fahim Khan (@marium_fahim) October 13, 2021
Both marketing models target different audience persona. So the targeting differs. I will rather direct you to this detailed article by HubSpot https://t.co/yARPpiV8to
— Mos Clement (@MosClement) October 13, 2021
Does posting schedules on social media affect your content marketing strategy? @MosClement @SocialChampSays #ChampsTalk
— Yumna Hafeez (@hafeez_yumna) October 13, 2021
Social media posting is part of content marketing and positively impacts your strategy. Please, give it a priority!
— Mos Clement (@MosClement) October 13, 2021
Do you have any tips for beginners on creating a system/organizing the content process?@MosClement @SocialChampSays #ChampsTalk
— Syed Hamza (@kepler31b) October 13, 2021
I'd add:
Focus on relevant low search volume terms and create content around them, and by some time, you will have enough supporting content to increase your topical authority, which ranks well on Google. #ChampsTalk
— Mudassir (@Mudassir9s) October 13, 2021
Use a content calendar to brainstorm, plan, and create blog content. It is a valuable tool.
— Mos Clement (@MosClement) October 13, 2021
Is cross-posting the same content across different channels a good strategy, or should the content be modified for each channel? #ChampsTalk
@MosClement @SocialChampSays— Tahniat Alam (@tahniatalam) October 13, 2021
Posting the same content across platforms is not the best content marketing practice. Modify and post them at different times.
— Mos Clement (@MosClement) October 13, 2021
Which tools would you like to recommend that can help plan a content marketing strategy and how? #ChampsTalk @MosClement @SocialChampSays
— Tahniat Alam (@tahniatalam) October 13, 2021
Try this https://t.co/cEfvoEtUxl
— Mos Clement (@MosClement) October 13, 2021
SEMrush and HubSpot have some of the best content tools and templates
— Mos Clement (@MosClement) October 13, 2021
How can you analyze and identify gaps in your content marketing strategy?@MosClement @SocialChampSays #ChampsTalk
— Yumna Hafeez (@hafeez_yumna) October 13, 2021
Define your buyer persona, perform market research, analyze your current content strategy, conduct competitor research, and fill the gaps in your strategy
— Mos Clement (@MosClement) October 13, 2021
We would like to thank Moss Clement for taking the time for us and giving our audience exceptional advice!
