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One of the big challenges for B2B marketers is how to get in on the content marketing act. They see consumer brands sharing creative content across their different channels, and know they should be emulating them. They just struggle to see how a content marketing strategy will work for their business.

They wonder “what will we get out of it and how will a business like ours be able to keep coming up with interesting content?”

What content marketing can deliver

In terms of what a content marketing programme will deliver, it can be designed to support even the most sophisticated B2B marketing plans and buying cycles.

It can be engineered to drive things such as:

Email subscribers Event registrants Report downloaders Enquiries Improved SEO More web traffic Longer website visits Better performance of important – but perhaps otherwise dull – web pages Visitors to parts of a website Engagement with key part of a business such as customer/tech support More social media followers Brand profile and interaction How to keep the content comng

So, if a content marketing strategy can deliver real, measurable benefits like these, how do you create interesting, relevant content? There are lots of ways to do this. Here are a few suggestions, to get your imaginations working:

Go into appropriate LinkedIn groups and ask for people’s advice on a relevant topic. Curate this into a branded mini guide – namechecking the contributors, so that they’re encouraged to share the guide among their networks. Stay topical by hosting twitter polls on relevant topics, marshalling the results into blogs or infographics. Host twitter discussions on a topic – then turn the discussion into a blog on your site – again namechecking participants for onward sharing. If people need to see your products as part of the buying cycle, film your kit in action – and host it on YouTube and on key ‘buying’ parts of your site. Struggling to cope will calls to your customer/tech support team? Put product advice guides/Q&As covering the most common questions on your site. If the design behind your products is a key differentiator then consider a more visual approach too, using creative images to illustrate your design bias. Host these on Instagram plus on your site’s product pages to illustrate your attention to product detail. Also, film mini ‘how to clips’ with your tech experts covering common problems. To become a valuable industry resource, approach relevant (non-competing) third parties, journalists or industry experts and ask them to guest blog for you. This advice could be turned into a guide – downloadable from your site. Turn presentations into interesting SlideShare content Run competitions, develop case studies, host a series of webinars To demonstrate your operational superiority, film your production line Host Q&A sessions with clients or your individual experts – these can be filmed or written up Create key landing pages on your site, well search engine optimised, for key topics/areas which you think prospects are searching on. That way you will be better placed to capture them when they’re in the market to buy. These are just a few ideas, I really could go on.

There’s obviously a lot more to having a content marketing strategy than just generating the content. There’s planning, sharing and measurement to also think about. However, let no B2B brand say that they can’t imagine coming up with interesting enough content to merit such a strategy!

If you’d like to find out more about how a content marketing strategy could support your wider marketing plans, give Louise Findlay-Wilson a call on 01993 823011 or arrange a consultation by emailing Louise@energypr.co.uk

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