Wondering what types of content to include in your B2B content marketing strategy?
Here’s what we recommend you consider including in your content strategy. Some may be fine, some may not. For many B2B businesses, this is often a mix of different types of content.
One thing to keep in mind is that content creation covers a broad category of media and includes everything from written copies and videos to emails, podcasts, webinars, and guides. While we are primarily discussing written content here, most, if not all, can be adapted for other media.
This type of content is original and draws on the expertise and experience of your internal team. Thought leadership content offers new insights or industry information that is valuable to professionals working in your industry.
It requires access to subject matter experts in your business and typically requires a professional copywriter to synthesize information and create content that is accessible to your target market.
Instructive / educational
When considering creating this type of content, consider procedures and best practices. We have heard many times from our clients that they are concerned that their audience will find this type of content boring or too basic. However, it is quite the opposite – it can be one of the most popular content on a company’s B2B website.
Educational and educational content can be technical or high level, depending on your industry, your products / services and who you are talking to. Since this type of content can vary widely, it can also be created for professionals in an organization, from the end users of your product / service, to decision makers in the C suite, to mid-level buyers who influence the market. purchasing process.
Use cases / Case studies
As prospects move through their buying journey, they often want to see how your product or service is being used and the value it brings. Use cases or case studies are the best way not to say but to show your prospects what they can expect from your products or services.
This type of content is crucial for improving closing rates, as the primary person interested in your product or service may need to justify the purchase or the necessary budget. These can be great content that your sales team can send to prospects they nurture or have recently chatted with.
Showing that your business understands your industry and your potential buyers goes a long way in building the confidence of your prospects and customers.
Content built around industrial research is also valuable to a wide audience, not just prospects. Potential partners, suppliers, industry business publishers, existing customers, business organizations, and potential investors are always on the lookout for any research on your industry. Conducting in-depth industry research helps establish your brand and business as a valuable participant in your industry and may lead to other opportunities.
For many business development specialists, they understand that once a prospect becomes a customer, you have to work to retain them. It’s a great way to stay motivated and deliver a great customer experience. As such, it is crucial to include customer onboarding documents in your B2B content marketing strategy.
You might be wondering why they are part of a content marketing strategy and not a service delivery strategy. It really is both. From a marketing standpoint, you want all content aimed at customers or prospects to be consistent. As such, it’s a good idea for the marketing team to work closely with your customer service team to create all the guarantees they need to provide new customers.
Sell listings should be part of a content marketing strategy because it is branded content that prospects need. The intention is to create content that the sales team can use to help prospects make a buying decision.
Yes, this type of guarantee is more focused on selling than education, but it’s still influential content that can guide a prospect to a purchase. Including sell cards or other sales documents in a content marketing strategy ensures that the sales team has what they need to nurture prospects throughout the buying process.
Product Guides / Datasheets
B2B companies tend to sell quite complex products. For this reason, product guides or datasheets should be taken into account when developing a content marketing strategy – especially when creating a new one. B2B Website Design. Often times, prospects who are looking for product guides or datasheets are further down the path to purchase, but these can still be instrumental in various marketing, lead nurturing, and email campaigns.
Company Information / Press Releases
Typically, when we think of content marketing, we think more of the end user and their needs or challenges. However, company-focused content, such as company information or press releases, should also be included in content marketing strategies, especially newsworthy articles or significant accomplishments, such as stories. ISO certifications or industry awards.
These types of content are builders of credibility with leads and reinforcement for existing customers that they have made the right decision to use your products or services. The only caveat is that these should be a part of the content strategy and not the main part of the strategy.
When done well, interviews are a great part of a content marketing strategy. These can include interviews with internal subject matter experts, partners, industry thought leaders, customers, etc. The overall goal of the interview, whether it is a video, audio or text interview, is to share new information with the audience. Avoid doing interviews that are obviously canned Q&A or lack substance.
Many successful B2B website designs include an FAQ section or page. Frequently Asked Questions work well in a content strategy from both a user perspective and an SEO perspective. Questions should be actual questions that customers or prospects have about your product or service. The answers must be clear and not just a sales pitch, otherwise they will be of no value.
FAQs are also very useful throughout the buyer’s journey, especially if a prospect has gone silent or has a larger internal team that is included in the decision-making process.
Content with a purpose
Effective content marketing plans include a variety of content types not only to answer questions throughout the buying process, but also to educate prospects, meet the needs of all internal business stakeholders. that prospect and answer any questions a prospect may have about your products or services. We recommend that you avoid creating content just to create content, and instead focus on creating content with a purpose. Before creating each piece of content, always ask “Who is it for and what should they get out of it?” “