B2B Content Marketing Creation Process
Content marketing is undoubtedly an important factor in B2B marketing. However, creating quality content takes time, since a good amount of research needs to be done to derive conclusions and provide suggestions / pointers to readers.
Research: Content is branded good to read only when it has authentic information regarding the topic written. So, it is important for the content presented to quote information only from highly reputable and reliable sources.
Content flow: Statistics alone does not make for good content. Moreover, as the researcher or Research Company may present it, it may not add value to the marketing company using it. Data interpretation can however, give life to numbers. Since online readers do not have attention spans long enough to read long reports, it is important to deliver content in a logical and creative manner. Infographic can be used to condense a research report and present it in an interesting manner.
Message – Content created with the sole purpose of enhancing customer value will find more takers. Since prospects and customers are already aware and are being bombarded with similar content that is churned out by other marketers as well, the USP lies in presenting what exactly the reader is looking for. And this means, creating content that will help him achieve something in his own organization or solving a problem that is common in his industry segment.
Presentation – Once the content is created, the next step is to present it in a form that is easily understood and grasped. Company blogs can be used to reinforce messages that the marketing company wishes to share. Videos can be used to capture and hold the interest of prospects and customers. These video images help remove abstraction and bring a sense of immediacy to the viewer. This fosters trust, although the effect may be subtle. With shorter attention spans and the declining efficacy of textual content in an era of information overload, sharing visual elements will help to reach out effectively to prospects.
Share – Social media is the best place to share content. Actively optimizing content with SEO keywords is the easiest way to rank high in the search engine results and be visible on the social web. When this content is shared multiple times, marketers will be able to improve search visibility. By actively tracking links using marketing automation tools, marketers can create content on topics that are popular and searched for as well.
With the right marketing content creation process B2B marketers can expect to derive greater success in lead generation and lead nurturing.
Processing your request, Please wait....
