The purpose of a B2B content marketing strategy is to explain why your marketing team is creating content, who you are helping, and how you will do so in a way nobody else can. You can use content marketing to reach your prospects. You can think of a content marketing strategy as an outline of your key business and customer needs, along with a plan for how you will use content to satisfy them. Building a content marketing strategy isn't a simple process - each plan is unique to the business that creates it. Here are the 5 components that all content marketing plans contain:
1. The executive buy-in
The roadblocks to adoption in B2B corporations are numerous, and these obstacles will have to be addressed before content marketing can become a sustainable business tool. By communicating your reasons for creating content, the risks involved, and your vision of what success will look like, you are much more likely to gain executive support for your strategy.
2. The story of your brand
Consider what ideas and messages you want to communicate, how those ideas differ from those of the competition, and how you envision the landscape changing once you've shared them. A story is not a sales tool; it's a method of building a loyal community of passionate and strong relationships with your customers over time. This story determines your passions, and it lays the groundwork for all your future content.
3. The content marketing plan
This plan determines what content will help your brand build your customer base by assisting them to solve problems or make decisions at different points in their journey. It covers your business model, your goals for your content program, and the unique value you are looking to provide through your content. In addition, your plan should describe potential opportunities and obstacles that you might encounter along the way.
4. The audience personas
B2B marketers often emphasize the importance of content mapping. Content mapping involves identifying what information your personas need to make the best purchasing decision. You must map out a series of content you will deliver throughout the buyer's journey if you want them to reach their desired destination. Here, you'll outline the audience persona, their needs, and how they'll engage with the content.
5. The channel plan
You need a channel strategy once you are ready to share your stories with the world. Your content strategy defines your channel strategy - not the other way around. This includes the platforms you will use to tell your brand's story, how you will evaluate them, the processes you will follow, and the objectives you will set; plus, how they will work together to create a cohesive brand message.
Final Thoughts
Give everyone in your organization access to your content marketing strategy.
Getting started with content marketing can also be a challenge for B2B companies, so it's good to share the strategy with everyone. By communicating your plan, you can minimize duplicate efforts, promote collaboration, and ensure that everyone is working toward the same goal. The way you communicate your strategy is dependent on your organization's structure and culture. It may be appropriate to provide the complete strategy documentation in some cases. In other situations, you may want to prepare targeted summaries for a particular stakeholder (such as an executive or a third party agency), depending on the impact your content marketing strategy will have.
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