Many B2B businesses are now using content to drive traffic, generates leads and close sales. However, delivering quality marketing content is requires more than producing a couple of blog posts every week. How you approach your content strategy determines whether or not it gets read by your audience. Its quality is the deciding factor that leads influencers, industry websites and blogs to share it with their readers. It helps you
1. Target What Your Audience Wants or Needs
When you start deciding on the kind of content you want to produce, it’s easy to get carried away with ideas. It’s easy to start working on material you feel that your audience should want to read. However, it may not necessarily be what they’re interested in reading.
The best way to determine what topics and angles to cover is to see what’s already popular. Using tools like Buzzsumo allows you to tap into social media and blog posts with high engagement numbers. Another great solution is to use the Google Keyword Planner to discover content topics.
2. Provide Real Value
One of the biggest mistakes that savvy marketing companies often make is hyping up their content with a catchy title but not providing the substance to back it up. The topic of the material does its job in appealing to the needs and desires of the audience, but it fails to deliver on its promises. It strings the readers along to a sales page or to keeps them hanging on to future content a marketing tactic.
Instead of this approach, your content should put in a strong effort to inform or educate the reader with no catch. Delivering value on a consistent level develops trust and credibility between the company and audience. While it may not produce the winning sales numbers initially, it’s far more profitable in the long run.
3. Incorporate Credibility
A common problem that you’ve probably come across while browsing through content on your own is determining if the content is credible and accurate. This is the same thing you need to think about when you start publishing content. If you want your content to stand out from other publishers, it’s essential to take the extra steps in incorporating credibility elements.
This is especially important if you’re a B2B business looking to bring in new clients. You need to backup your information with citations, case studies, Google reviews, and charts to convey that your content is credible. You can expect your target reader to have consumed other content on the same topic. If your content establishes a solid ground with these credibility elements while the others do not, which one do you think the reader will be more receptive to?
4. Create an Intuitive and Attractive Design
You may not think that design has a significant impact on the effectiveness of your content. However, the design has a significant influence on the ability to grab the attention of the reader and the overall readability of the piece. Various elements like the typography of the title/headline, images, formatting, font size, and layout control the attractiveness, consumability, flow and visual impact of the content. Make sure you put in the extra effort to make your content as appealing as possible.
5. Track Your Content Marketing Results
As with any other marketing activity, you’ll have hits and misses along the way. You’ll be surprised at the topics that get the most views and the topics that get the fewest. The key is to experiment and track your results along the way. This will give you helpful data on what items to focus more on. You’ll learn what content topics are valuable to readers, the types of content that are consumed the most, and even how to properly engage your readers.
Following these five keys will allow you deliver quality marketing content on a consistent basis. As mentioned earlier, it’s not just about publishing a random piece of content you think your audience will like. There is a lot of work that goes into posting great content and making your content marketing successful.