Posted by Steve Bell ● 28-Nov-2017 08:00:00

How B2B brands can make sure their content marketing hits the mark

 

How B2B brands can make sure their content marketing hits the mark

Producing customer-focused content is a foundational stone for successful inbound marketing. The golden content creation rule to increase B2B lead generation is to ensure the content is specifically attracting customers and helping close sales.

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SEO

Create website content that answers customers’ questions. As a result, keyword variations will be naturally incorporated which improves search visibility.

Regularly publish new content to engage visitors and improve SEO ranking and also map content specifically to buyer intent.

Sales

Get marketing to question salespeople about the issues they hear from prospects during the sales process and then develop content that addresses these issues.

Incorporate content pieces into ongoing lead nurturing campaigns and give salespeople newly created content, such as a whitepaper, so they can use it as an opportunity to reach out to prospects again.

Tech PR and earned media

Journalists have a swift aversion to sales pitches thinly disguised as stories and they can spot them quickly too.

A content marketing agency and digital PR outfit will create content that leaps this hurdle, for instance, by-lined articles placed in targeted publications and content that tells strong stories rather than sales pitches.

This leads to earned media whereby the press publishes a story about a company and actively seeks them out.

In turn, because the publications have been identified as ones in which prospects engage with, the audience is reached via a journalist which lends weight to messaging and adds credibility.

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Topics: B2B Tech PR, Content Marketing, b2b brands