B2B Content Marketing Trends 2017

As content marketing continues to change in response to ongoing changes in search engine algorithms, it is necessary to evolve with the times. Quality content will be more important than quantity, and content formats will shift from text to other forms. Influencer marketing, or using other people to spread your message, is not new in the marketing world. But it is essential that your message is relevant to your target audience and leverages your reputation to generate leads.

Identifying new content ideas on social media

Identifying new content ideas on social media can be difficult, especially if you’re starting from scratch. B2B brands face several challenges, including writer’s block and lack of ideas. But there are ways to overcome these hurdles, including creating a consistent rhythm of posting content that helps your brand understand the pulse of your audience. Consider the following content pillars: testimonials, case studies, client reviews, employee advocacy, and more.

Customer journey – It’s not as difficult as it sounds. While some companies spend a fortune on tracking their customers’ journeys, most don’t. But even if you don’t have the resources to hire a team of marketing analysts, you can still do this research through interviews and data. It’s called competitor intelligence, but it’s a more friendly way of spying on your competitors.

Your colleagues – Ask colleagues for ideas. You may find content ideas that are similar to your existing content but aren’t yet deemed to be as useful by your current customer base. You may even come across old content that doesn’t have a lot of attention on social media. That way, you can recycle it and reach a wider audience without wasting a lot of time.

Measure your progress – While it may be tempting to publish content without measuring its impact, it’s important to track the results of your efforts to make sure your content is working towards the business goals you set for it. Measurement is crucial for any content marketing strategy. Identifying new content ideas on social media for b2b content marketing requires constant monitoring of results. In addition to tracking the performance of your content, you must also evaluate your progress by looking at metrics that reflect the results of your social media efforts.

Creating original content

Creating original content is a major trend in B2B content marketing, according to a recent study by the Content Marketing Institute, which was partnered with MarketingProfs. The survey revealed that more than 60% of business-to-business marketers are more effective at content marketing in 2017 than in 2015 and 2016. More companies are realizing the benefits of this type of marketing, and major brands are investing heavily in original content. Consistent, unique content has the potential to go viral, gaining a loyal following.

But while creating original content is critical to any successful B2B content marketing strategy, some businesses find it difficult to produce large volumes of it. Fortunately, there are many options to help them get started. The biggest challenge, of course, is time. While some businesses have the time and resources to produce a large volume of original content, others simply don’t have the budget or staff to do so.

Blogs continue to grow in importance. According to Social Media Examiner and Hubspot’s State of Inbound, blogs are the #1 content strategy. While 500-word blog posts once attracted readers, they are now increasingly visual and longer in length. According to Hubspot, the average blog post length increased by nearly a half a thousand words in 2016.

As a result, creating original content will continue to be an effective way to promote a business. In 2017, content marketing became a vital building block of all marketing strategies. In fact, nearly 70% of B2B marketers plan to create more content in 2017 than they did in 2016, making it important for the industry to keep up with the ever-changing trends. The best way to stay ahead of the curve is to be proactive and create original content that is engaging and unique.

Focusing on originality rather than keywords

When it comes to b2b content marketing, focus on creating evergreen content that addresses the long-term themes of the industry instead of catering to short-term fashion trends. Because content becomes stale if left untouched for too long, it is important to regularly review your content to ensure it is still effective, think of new topics for future content, and expand your keyword footprint.

In addition to blogging, consider creating content based on the latest company news and changes. Engaging press releases can help your company gain exposure, while blog posts create long-term value for your site. Keep in mind that B2B customers are primarily interested in their business, so make sure to focus on their needs when creating content. Otherwise, you may be projecting a less than favorable image.

Creating unique, relevant content that stands out from the crowd is the key to a successful B2B content marketing campaign. Thick, generic content that is written without value will not gain traction and fail to convert prospects. By providing value and uniqueness, your content will stand out in a crowded industry. When people find your content, they’ll want to read it and engage with it. The most successful B2B content marketing strategies incorporate valuable content at the center of their content.

Content that is highly relevant to your industry should be relevant to the products and services you offer. White papers and eBooks are two great examples of B2B content marketing that can provide significant value and convert prospects. Moreover, social media should play a role in your B2B content marketing strategy. It is an excellent way to reach out to new customers and build authentic relationships with prospects.

Developing a content calendar

The most effective content for your ad campaign comes from your employees, customers, and your company culture. Unfortunately, most businesses fail to recognize that content marketing is a culture conversation. Your internal team is your direct connection to your customers and can quickly identify any questions or concerns your audience may have. You can also use the content calendar as a guide for assigning topics to different team members. But be careful: content calendars are not a complete solution to your marketing goals.

To develop a content calendar for b2b business, first consider the sales cycle. Determine what stage your customers are at in the buying cycle. Ideally, your content calendar will be divided into phases, with each phase focused on a different customer type. This will make it easier for you to create content that reaches them at the right time. Once you’ve created a sales cycle, you can develop a content calendar based on those goals.

Developing a content calendar is crucial to ensuring consistency across all your content marketing efforts. It will help you gather your resources, plan content objectives, and ensure that all your content feeds into your business strategy. It will also provide you with an easy-to-understand guide for your collaborators. So, how can you benefit from a content calendar for b2b content marketing?

By developing a content calendar for B2B content marketing, you can keep your entire team in sync and on schedule. By creating a calendar for content, you can ensure that your content remains fresh and relevant to your audience. By keeping your content calendar on track, you can reduce the stress of content creation. The benefits of creating a calendar for B2B content marketing are plentiful. If you can find a suitable template, you will save yourself a lot of time and effort.

Increasing your content’s distribution

The best way to increase your B2B content’s distribution is to get it out there! Use social media to increase your content’s reach. Social media allows you to create a variety of content formats and post timings. Your content on a blog, for example, can be distributed to your audience through email and RSS. But it’s important to remember that social media is not a one-size-fits-all solution. You’ll need to create a unique piece of content for each platform, or else your posts may simply disappear into the social media stream.

Boosting your content’s distribution in B2B requires planning ahead of time. Make a content calendar, identify timely topics, and create and schedule content. And don’t sit back and enjoy the success of your efforts. Make sure your content reaches your target audience by distributing it in the right places! There is no point in writing a blog post and then not making any moves to promote it.

One way to increase your content’s distribution is to write articles, blogs, or ebooks that cover your topic. Write articles with specific information on how your product can solve a buyer’s pain point. Don’t just write articles and press releases; use a combination of both methods. Make sure to write for different audiences, and don’t forget to include social media and email newsletters.

Use the skills and resources of your sales team to increase your content’s distribution. A good sales team has already built relationships with potential customers and knows exactly what content is most likely to drive engagement. Leverage their knowledge to create content that will be useful to your target audience. The results will be worth it. So, don’t waste time on ad hoc content – create personalized content to increase your sales win rates.

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  • Walter Acosta

    Walter Acosta is a blogger. His primary interests are in digital marketing and content creation and curation.

    walter.acosta@yourwebenterprise.com Acosta Walter

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About the Author: Walter Acosta

Walter Acosta is a blogger. His primary interests are in digital marketing and content creation and curation.