The fundamental objective of content marketing is to assist the buyers to identify their needs and make an informed purchase. In the B2B space, content marketing strategy is all about evaluating and spelling out the type of content that can capture the potential buyers’ interest.
If a content marketing agency in New Zealand can execute this strategy properly, it can draw more brand awareness and more traffic to your websites. Both of these outcomes are quintessential objectives of your overall marketing strategy and result in success.
To create a successful strategy, you need to understand the five basic building blocks. These ensure that your content team gets the right action items and you get the best outcomes. Here are those fundamental elements for a powerful content strategy.
Audience: Who are the buyers and what do they expect?
For B2B business, it is better to target a qualified audience instead of reaching the masses. For that reason, knowing and reaffirming your buyers’ persona can make your strategy more productive.
Once you have identified your potential buyers, you need to understand their needs. Pay attention to the questions they ask, their problems, and potential solutions to their problems. You can check frequently searched keywords and ask your sales team to find answers to these questions.
Content: What should you create to reach your audience?
Now when you know who you are targeting, you can build the entire universe of the type and topics you should cover in your content. Design this plan to answer the questions your audience has at different stages.
Your audience can be heterogeneous and so should be your content type. For instance, for people with a short time to read, infographics could be a great option while white papers are suitable for those having nearly 20 minutes for reading.
Channel: Where do you need to put your content to make it easy for the audience to find it?
Once you have the content ready, the next thing to figure out is where to place the content. The answer to this question depends on where your audience goes the most to ask questions. It can be Google, Social media, trade publications, or emails.
Search engines are the most common places for people to ask questions. For that reason, good-quality blogs with optimum SEO are imperative.
Tactics: What do you need to do, how frequently, and where to start from?
You are most likely to end up with multiple types of content and publication platforms for your content. The next obvious question is to figure out the right point to commence your mission.
A better way is to start with shorter content like small blogs or infographics at the beginning. Later, you can move into deeper types like case studies and videos.
When it comes to the platform a regular content update is necessary everywhere to have an impact on all sections of audiences. While ideally, you should deliver some content every day, you can make a realistic plan and post content weekly or biweekly on various platforms.
Reporting: How do you evaluate your efforts and know whether they are working or not?
Before implementing your plans you need to define your success and essential KPIs to measure it. It helps you figure out the outcomes of your efforts and determine the most profitable one. You can refine and optimize your strategy on the fly so that it meets your overall marketing objectives.