Content marketing continues to offer the world of B2B marketing exciting opportunities, costing 62% less than traditional marketing approaches and generating 3 times as many leads. But this approach bears its challenges- those embarking on a content marketing strategy face the difficulty of creating content that remains consistently relevant and engaging. Every year, B2B organizations spend over $1 billion on ill-fitting and ineffective content marketing, proving just how often businesses struggle to create assets best fitting their target audience’s needs and preferences. Follow these steps and discover how to make content that perfectly fits your ideal buyers, heightening brand expertise and product value for the ultimate marketing success.
Outline your primary target audience
To create the perfect content, you need to properly identify your primary target audience, understanding who this content is for, and why you’re making it for them. Focusing on audience characteristics like gender, income, and nationality will get you nowhere- these elements have no effect on your content strategy or its success. However, asking what industries your product appeals to, what specific departments within a business will use it and what daily processes it can change will set you on the right track to identifying a primary audience for your content strategy.
50% of leads generated through traditional marketing approaches such as email have no genuine use case for your solution and will fail to complete the buyer journey- they provide no long-term gain for your business. Content marketing offers your team a chance to improve pipeline quality, by generating leads perfectly matched to your product through the creation of focused, relevant assets. Take time to properly outline your target audience and understand how your content will aim to sway purchasing decisions. Try contacting your sales team and discussing the qualification criteria they use to understand a prospect’s product suitability; this will help your team outline which target audience characteristics are essential to your content strategy, and which are additionally beneficial.
Research their preferences
With this groundwork clearly laid out, you have a solid foundation upon which to build your best content assets, properly befitting your ideal audience. But before you start planning each individual asset, you need to conduct some essential, detailed research.
Start by understanding what types of content your ideal audience engage with most. Content in the form of blogs and eBooks remains popular amongst many differing audiences, however more experimental or less traditional content, such as videos and SlideShares may prove ineffective with your target audience. There’s little point investing both time and money in content assets that your ideal audience dislike engaging with. Turn to your client base and ask what content mediums they regularly consult; as this pool of contacts aligns perfectly with your ideal audience, they can offer your team a wealth of exciting content insight.
Look also to outline the topics most regularly researched by your target audience. This may be easy to decipher from previous content downloads, or it may take some extra digging and further discussions with your client base. Knowing which pain-points your ideal audience face regularly, and what answers they seek to gain from content downloads, your team can begin to prioritize content topics and discard ill-fitting ideas to ensure a consistently relevant content approach.
Identify your niche
Each day, your prospects will encounter literally thousands of different adverts and marketing communications. Your content needs to stand out above the crowd whilst remaining wholly relevant and exciting for your ideal prospects. A great way to achieve this difficult medium is to identify a specific product niche few others are writing about and own that space. Boosting your authority in one key area like this doesn’t just kick-start content marketing success, it enables thought leadership for increased content authority.
You can specialize in several niches but be sure your team are masters in these areas, clued up on the latest research and statistics. Though you may worry that focusing too deeply on a small set of specific topic areas minimalizes your audience engagement and reduces content relevance, this has quite the opposite effect. Your target audience will see your business as experts in these specific fields and view your content with heightened respect. This, in turn, benefits your product value and relevance, increasing both marketing and sales success.
Optimize your content for SEO
When looking to create the ultimate content best fitting your ideal audience, it’s important to remember the power of search engine optimization (SEO). When creating content, (especially for a niche topic), be sure to identify surrounding, relevant keywords your ideal audience members will search for, heightening the relevance of a singular content asset. Focusing on SEO optimization when building assets ensures your content is always found by the optimum audience. There’s little point spending so much time creating content to perfectly suit your ideal audience if those desired buyers can’t find it!
This, in turn, heightens your lead quality for improved sales success. Building content upon a matrix of priority keywords enables your team to create assets that instantly speak a language your prospects can identify with. When industry or department specific terms are used comfortably throughout your content, your brand comes across as industry experts with a product that has been proven to benefit the individual needs of the engaged reader. Seek advice from your digital marketing team, or external SEO experts to identify common searches and keywords relevant to your selected niche content topics.
Re-purpose old content
When looking to boost your content marketing, your current content assets offer low hanging fruit; an exceptional opportunity to quickly evolve content pieces to increase results. With niche topics outlined and keywords identified, revisiting your content already in distribution and tweaking to include this new knowledge and enhanced strategy can be quickly done. This is a great place to test which content changes best suit your ideal audience, and what evolutions to current asset processes bring about distinctly improved results.
This is a great option for teams who struggle with content creation, as re-purposing carries a cost and resource far smaller than that of new asset creation. Re-purposing also improves the return gained from content investments, as they cost very little to create or update. 29% of leading marketers regularly re-purpose old content and see continued success; a recent series of business interviews was seamlessly re-purposed into podcasts, successfully generating an extra 1,000 shares on social media and enhanced lead results at no cost!
Gather content metrics and analysis
As with any marketing process, the best way to make improvements stems from an understanding of current results against your business goals. To perfectly match your content to ideal buyers, it’s vital your team carefully gather content marketing metrics, from impressions to downloads and conversions. These metrics offer the insight needed to understand when your content needs re-focusing to better suit your ideal audience.
This measurement is also important to consider when measuring distribution success, offering your team a detailed understanding of how your ideal audience discovers your content, and which investments are most effective. If LinkedIn proves a popular platform for content consumption, it may be worth running a paid advert to boost content amplification. Equally, if you’re regularly paying a third party to distribute content but see few results of quality, it may be time to re-strategize.
To easily understand which businesses are downloading your content, and how they discovered your valuable assets, use Lead Forensics. Our advanced tool can identify the businesses visiting your website, tracking every website journey to offer insightful information surrounding popular online pages and content. With contact details for key decision makers provided, Lead Forensics offers your team a bounty of high-quality new business leads alongside outstanding content marketing insight. Find out more- book your free demo today!
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