2nd August 2017
7 Habits of Successful B2B Content Marketers
The 7 Habits of Successful B2B Content Marketers
In B2B digital marketing, it’s important to grasp the real value of whatever or whoever you are promoting – from a simple consumable product through to a complicated enterprise service.
Content Marketing is key to being seen as an industry leader in your field but you must start by learning your subject thoroughly and efficiently. Whatever that subject is, be it a complex corporate tool or a simple service, you may feel lost trying to understand the detail and the possibilities.
We will consider 7 of the key habits that we feel every digital marketer involved in the B2B sector should understand. Putting the following suggestions into practice may seem daunting, but if done correctly this will not only increase your ROI but will also give marketers greater confidence when posting content.
In an age where technology is evolving so quickly, timing is everything. Only post up to date and relevant content. When researching your topic, or sourcing a statistic or fact, whatever it’s related to, you must provide your readers with the most up to date information available.
Always check the date and relevance of any studies or surveys. An article or statistic published a year ago may not reflect the current situation of your industry. When you cannot find an up to date statistic on a given subject chances are you’d best not include it. We would advise not to go back more than two years when quoting statistics and also to include a disclaimer.
2/ Store Content
Start your own content library by creating a favourites list in your browser. Save links to any relevant content that you come across from industry thought leaders, customers and other useful sources. Any successful marketer reads a great deal and if you want to succeed then you must do the same. Information from reliable sources can inspire you in your marketing efforts. Creating a content library will also provide a fuller picture of the industry you work in and how it’s talked about in different channels.
Learn how to listen on social channels, primarily LinkedIn and Twitter for those of us who work in B2B. In doing this you will gain an understanding of which content to pay attention to: influencers, competitors, etc, and learn how to use it.
3/ Learn to Focus
Many businesses fall into the trap of trying to be everything to everyone. Analyse your target customer profile and focus on providing for their needs. This is often the key to unlocking prospects and turning them into converting customers.
Creating you target customer profile is really the first step to successful inbound marketing but is very often overlooked. Don’t let yourself get caught in this trap. Get to the root of who your customers are and learn how they behave. Learn where they look for information and how they make purchasing decisions. This is all worthwhile and in the long run it’s something you won’t regret having spent time on.
4/ Know your Competition
Knowing and understanding your competition is key to any marketing strategy. In the content marketing a good knowledge of your competition and their products or services can help differentiate you in your client’s mind.
Showing that you are aware of what other companies have to offer will help you to stand out as an industry leader. Make yourself an obvious choice for your client by sharing such knowledge. Twitter lists are a great way of monitoring your competitors and signing up for their newsletters is another easy way to get to know their offering.
5/ Ask Questions
Get up to speed on any topic by asking questions. Ask as many as come to your mind. Better questions make for better marketing. They will give you valuable insights as to how a prospect or client is viewing your products or services.
Sometimes a question may seem obvious – but you should still ask it. No reader of your content will fault you for digging deeper and trying to understand your subject in a deeper way. No matter how well you think you know a subject, keep asking questions. It will lead to more insightful content.
6/ Use Reliable Sources
In content marketing, it’s crucial to follow reliable and recognised resources to know about what’s happening in your industry. This provides content ideas, raises trend awareness and informs you on competitor activity.
Using social media and blogs, follow online experts in your field and keep up with industry-focused publications. Listen to what these sources have to say and most importantly read comments and interactions. They give insights on your how your target market feels about any given subject. You can also participate in conversations and develop a mutual awareness, building trust and credibility with your readers.
7/ Use Accurate Terminology
There is nothing worse in content marketing than using inappropriate terminology. You may not know the terms when you’re starting out, but you must learn them, and how to use them as you grow in your awareness of your industry space and target audience.
The greater your exposure to your target industry, the more naturally this terminology will come. Use search engines to helps you with your research and study the terms so you can really get your head around their meaning.
There may be terminology specific to your industry, or just general terms that are widely used. Look out for acronyms or terms that may mean different things – and can be differentiated based on the industry context.
We trust that you have found this article useful and will take on these habits to help you with your content marketing.
Whether you are promoting products and services, it’s essential to be vigilant of what content your customers, whether consumers or big enterprises, are looking for.