How to Grow Your Business:
B2B Content Marketing Strategy
Know your market, your content and where to place it?
All you want is for your business to stand out from the competition and to start new conversations with people who like what you're doing. It's not much to ask! The trouble is, the old way of marketing has stopped working because technology has reframed the way we consume information. Now if we want something, we Google it...
Back in the day, not just before the lockdown, it was ok to cold call. It was ok to do mailshots and it was ok to send out unsolicited emails. Why? Because everyone was getting to grips with the new technologies. Now, it's not ok. You've only got to consider that 70% or more of the exploration is conducted by your prospects before you even start talking to them, which then makes for a strong argument to create as much content as possible to engage with prospects before you start speaking to them. So how do you get in on the silent conversation?
It is impossible to know how prospects like to consume information, so your only hope is to provide everything they need for them to read, listen and watch...
If you only have a blog then by definition you are ignoring 66% of your potential market. But you have to evaluate the popularity of video and podcasts, which is reaching staggering proportions.
These days, everyone has a Smartphone. No one can second guess what type of information someone likes to 'consume' or when or how they will consume it. The three choices are to read, watch or listen. We all do all three when it suits us and so do our customers, therefore we don't have a choice about the type of content we have to create to get on their radar.
As your 'above average' B2B Content Marketing Consultant, I have analysed and revealed what has been holding back so many B2B companies for decades and now have made it completely accessible and available for B2B organisations to take advantage of this knowledge right now.
An Essential Content Structure
Below is an illustration of the marketing structure we put in place as part of the overall B2B marketing strategy.
Automated content marketing & distribution is essential for success!
To make it easily identifiable, we call it sX Social 334, the ultimate 'set-and-forget' social media content distribution strategy needed to grow your business without paying huge sums to sales and marketing departments or agencies. You need to own your space on social channels like LinkedIn or Facebook, but need to cut through the noise of all the other businesses on your target markets' newsfeeds.
To succeed as a B2B Marketing Consultant in today's arena, we have to be extremely confident and have a stack of experience to challenge virtually every B2B marketing consultant in the UK. At present they're all recommending to gatekeep content to get leads and simply deliver a minimal campaign that constantly needs to be 'topped up' thereby keeping them all in employment and engaged by their clients, i.e. you. We're about to put a stop to all that. If you want your business to fly...
We offer a selection of advisory services:
- Sales & Marketing Review
- Business Plan Audit
- Marketing Workshops
- Interim Marketing Director
Take a look...
Prepare a Content Library in Advance
The strategy is simple; prepare one month's of exceptional high quality content in advance. That's 90 to 120 items being a combination of Blogs, Downloads, Podcasts and B2B Videos. On top of these, there is the option to Go Live! on Facebook, YouTube or LinkedIn, which can dramatically increase your exposure and content.
Three to six adverts then are created to promote each of the content items you have. That means a combination of memes, graphics, video clips and audio ads (for the podcasts) are created and are posted, multiple times a day on any social media platform you choose.
We all have short attention spans when it comes to content. Throughout our lifetimes we have been exposed to adverts on every communications medium. B2B marketing should be no different. Short adverts to promote the main feature!
An automation platform posts three to six adverts everyday for thirty days. The whole sequence of adverts are repeated as often as required, but we recommend preparing a sequence for up to about six months before you need to start replacing or adding more content.
Create Multiple Adverts for Every Item
Too many marketing organisations make the mistake of treating B2B Marketing the same as B2C or personal brands. You're selling to businesses who want your products to increase their efficiency and they demand a return on investment.
This is your business and you're not going to pay someone to sit online posting multiple times a day. Your content library will mean you're not attempting to spam social media platforms with only a handful of articles as you will have multiple, different types of adverts that promote your content to keep browsers engaged and interested.
Rebrand your images
The largest item prospects see is the 'relevant' image. Every image you use for articles, videos or podcasts on your website is referenced and picked up by a search engine. Therefore, make sure you brand your image with your logo and colours. Also, make sure your website uses Open Graph so that your desired image is caputured by the social sites and not any secondary images you may have used.
Below are our thumbnails we use on social media to illustrate four different content offerings and our branding. Over time, these visuals have become recognisable and familiar in newsfeeds whilst not looking like just another 'load' of stock photos.
Repurpose existing content or create new articles
Film everything; customers, staff and products
Record everything; ideas, interviews, discussions
Offer everything; guides, brochures, workbooks
sX Social 334 - The Bedrock of your success
Social 334 is a foundational approach your business needs to attract and engage new prospects. Social 334 draws people to look at your business and encourages them to sign up to webinars, seminars, and events and eventually to become customers.
Part of your infrastructure may well include a Marketing Automation Platform. But remember, these platforms are only a transport mechanism for sending your 'timely' messages to receptive and willing prospects, once they've first agreed to let you market to them. The content you create and interest it generates will make your investment in marketing automation worthwhile.
What's next? We've taken the logical approach; you'll either do this yourself (and we've provided everything you need in the download link below) or you'll ask us to do it for you. If you ask us, we will provide costs based upon analysing what you have already that can be repurposed and then create a plan for the new work required.
Investor Lead, Startup or Established Business
Some businesses will want us to start from scratch e.g. if you are a start up or have no content. This means we will create the content as well as acquire a database of your targeted market and connect with it in order to establish your new or existing business.
We have the 'in-house' and connected resources to deliver any level of new business generation for your Startup or Established business. So let's have a conversation!