Developing Your Content Marketing Strategy: A How-to For the Business-to-Business Crowd

Do you have a lot to say to your potential customers? Blog posts, web content, and social media posts just waiting to be written? Before you begin putting your products or services into words, take a moment to strategize around the distribution and targeting of your content.

1. Define your target audiences.

Your goal is to convert visitors to your website, blog, or social media profiles into customers. You need to have a keen understanding of who those customers are before you begin to create content. Think of the industries you are selling to. Think of the people working in those industries who are likely to buy your product or services. Those are your targets. Write down the job title of each target, and imagine their goals, as well as their concerns and questions. Develop this into a written description of each target, called a buyer persona. Inbound marketing campaigns often make use of buyer personas to visualize each target specifically as they are creating content. This practice allows you to keep your targets and their interests in mind as you go along.

2. Be clear about your goal of converting visitors into customers.

With every line of content you create, remember to keep your ultimate goal in mind. You are engaging in an inbound marketing campaign in order to convert visitors in paying customers, and you must make sure that every blog post, landing page, content offer, or social media post is steering your visitors toward that conversion point. In a blog post or content offer, this may look like something as simple as a presentation of information with a call-to-action directing the reader to contact a sales representative. On social media, it may be more subtle, as you create social media posts that gently nudge your visitors toward the idea of engaging with your company on another level.

3. Focus on appropriate channels.

Take a look at the actions and movements of your target audience. Focus on their behavior. Do they participate on Facebook or Twitter? Are they clicking through emails to get to your site? Are they commenting on blog posts? If you see a trend that points to a preferred method of communication, use that method to get to your potential customers. If your customers do not have time to click on individual emails, but are active on Facebook, make social media your channel of choice.

Working with an expert in content creation and distribution will help you to get started and to produce quality content that is distributed successfully. A firm that specializes in inbound marketing can help you to kick off your campaign!

Content Marketing and the Question of Quantity Versus Quality

Every time a business starts a new blog, creates a new social media profile, or begins to redesign their site, they ask themselves an age-old question. Do I focus on quantity or quality? When it comes to your online presence, you may not need to choose. In fact, we recommend that you incorporate quantity and quality into your strategy.

Why focus on quality?

  • These days, readers’ attention is difficult to grab. Producing quality content means targeting your potential customers’ specific questions and interests, and putting information out there which provides real value.
  • Google cares about quality. Google monitors what your users do when they visit your site. Are they reading content all the way to the end? If not, your page may rank lower.
  • A high-quality blog post can be an excellent way of boosting your social media marketing. Do you make several excellent points in one post? Are there a variety of pieces of quality information in this post? Then take each individual point and use it to create one great tweet, FB post, or update on LinkedIn.

Why focus on quantity?

  • Think about the blogs, websites, and social media profiles you frequent. What has caused you to prioritize those sites and profiles? If a business is putting out frequent, consistent material, their output is more likely to catch and sustain the attention of its readers.
  • Focusing on quantity allows you to experiment. If you use a small amount of resources to touch upon a certain topic without delving into it too deeply, you can easily determine how much interest that topic generates without spending too many resources. Then, use your resources to create quality posts on the topics that do generate interest.
  • Look at the numbers. Hubspot has found that there is a direct correlation between the frequency of material produced and the results seen as a result of one’s marketing efforts.

If you’re not sure how to incorporate both quantity and quality into your inbound marketing strategy, talk with an inbound marketing expert at your web design firm about maintaining a balance.