The results of Content Marketing Institute’s 2013 B2B Content Marketing Benchmarks, Budgets, and Trends shows that while marketers are expanding their efforts to generate leads and increase conversions, many face the uncertainty of creating content that truly engages target audiences. Additionally, marketers agree that producing a sufficient volume of content is one of the greatest challenges they face. Content marketing experts Rachel Foster, CEO and B2B copywriter at Fresh Perspective Copywriting and Scott Armstrong, partner at BrainRider Inc. discussed their upcoming webinar “7 Keys for Creating Awesome B2B Content that Converts” with PR Newswire.
Utilizing their respective strengths in written B2B content and strategy development, the co-hosts will tackle how to discover what types of content appeal to target audiences and the secrets to engaging high-quality leads at any stage of the buying process.
Focus on customer needs
According to Foster, engaging content is defined by the needs of target audiences; finding out what they want and delivering that type of content. Armstrong adds that marketing companies need to focus on effectively communicating buyer needs and pains through customer language. “We need less Shakespearian content with cool titles and exciting introductions, and more practical, useful content described in terms that the customer would use,” he says. Focusing on audience needs and using buyer language ultimately builds a community around content marketing efforts and fosters loyal relationships among potential customers.
As The Huffington Post declared, “Content Marketing is the New Black.” Marketers are realizing that a content marketing strategy is necessary to be considered a strong competitor. Foster and Armstrong offer several helpful guidelines for creating compelling content that attracts and retains target audiences:
“Stop selling, start helping!”
Lengthy content focused primarily on selling the product is one of the most common errors that drive customers away. “Stop selling, start helping!” says Foster. The content you produce should be used as an educational resource. Make the moment that you’re selling relevant to when your prospect wants to buy and inform the buying decision before it even takes place.
Be helpful in your subject area or level of expertise
Armstrong adds that some businesses “strategically have not connected what their customer wants to know with what they know as the brand with their value proposition.” It is important to be helpful in a way that connects to how you are selling. A good example of a helpful business model is discussed in a recent webcast hosted by Jay Baer (@JayBaer) entitled, “Can Large Brands Be Genuinely Helpful (And Still Profitable?)” Baer highlights a Twitter strategy implemented by Hilton Hotels which suggests local travel tips to Twitter users exploring new cities. The Twitter handle (@HiltonSuggests) is run by Hilton Hotel employees around the world who volunteer their time to monitor relevant social conversations and provide locally-informed advice.
Focus on relevance and findability
Armstrong believes that businesses which focus on length and quality rather than relevance and findability “invest too much in content development and not enough in effective content promotion.” If the objective of your content is to drive traffic, make sure it is written in an SEO friendly way using customer language, as well as promoted through channels that your customers are already engaged in such as press releases and social media. Using the “Content Pillar Approach,” marketers can curate their content in over 200 different ways that reach target viewers through a number of relevant channels and maximize findability.
Share and curate relevant content from outside sources
Foster emphasizes the unrecognized benefits of curating not only your own content, but content from other sources as well. “Curating other peoples content can not only help you build relationships with those people but can also help your own marketing efforts,” she explains. She adds that one of the best examples can be seen in the recent webinar “Curating High Conversion Content Without a Single Original Thought” which was produced entirely out of curating content from outside sources.
Content marketing is a field that continues to grow with the rapid adoption of marketing automation platforms. “B2B marketers now have better access to more useful performance measurement on content in their pipeline. They can ask questions like is my content attracting qualified prospects? Is my content valuable enough to get qualified prospects to opt in?” says Armstrong. The ability to measure the performance of content marketing efforts is a major advantage in an increasingly competitive atmosphere, which further emphasizes the importance of creating better content.