Content marketing is based on a strategy that connects all the contents, each conceived and built to achieve specific objectives.
In the B2B sector, content marketing is fundamental above all for the purchasing process, which has specific characteristics: in fact, we are talking about complex sales, whose closing cycle, from the first contact to the actual order, is generally very long.
It should not be forgotten that several actors are involved taiwan whatsapp mobile phone number list in the decision-making process.
In this context, producing content that is relevant to our target audience, i.e. potential customers (not just B2B buyers , but all those involved in the purchasing decision-making process), becomes a key activity.
The main online channels through which to spread our content marketing content
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1. Strategic and communicative aspect: it defines how we want to communicate the methods of solving a specific problem or need, which our company deals with.
Based on this choice, we will proceed with the research and production of contents that we consider relevant from a technical and commercial point of view and advantageous for the strategic positioning that we want to assign to our company.
We must therefore be clear about which market corner we want to attack to solve a problem or need of our potential customers.
2. Technical aspect: it concerns the research and analysis of keywords that will allow us to make our content visible to the client.
In technical jargon, we are talking about “search engine optimization” (SEO), which must be supported by a preliminary analysis of keywords and related search volumes.
This analysis, which can be done through Google's Keyword Planner, tells us what users and potential customers want , directing us towards our technical and communication strategy.
The main online channels through which to spread our content marketing content
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1. Website and Blog
These are the most important channels, home to most of the content produced. For B2B companies, the site is the main touch point towards customers and potential new customers, where we can insert relevant content, divided into thematic areas of interest.
In particular, the technical area can be thought of and built as a blog, with articles that improve strategic positioning on search engines and that are designed based on the search volumes carried out online.
The contents produced in the blog are useful for providing answers to questions that emerge especially in the first phase of the sales cycle, when users are in the primordial phase of searching for a solution to a specific problem or need, which they do not yet feel urgent.
At this stage it is important to have a series of well-positioned contents, which intercept the beginning of a purchasing process. This is a strategic activity of content marketing, but it is also fundamental in the field of lead generation.
2. Social media
In B2B, LinkedIn is the main social network, but it is not the only one: Facebook can also have a significant strategic impact.
How can we use LinkedIn, the social network for professionals, to implement our content marketing plan?
We can create editorial plans on our company page and from there take up the contents present on the company blog.
It is important to remember that the professional profiles of the entrepreneur and the employees must work in unison.
Not only that:
In this process, all the main players in the company must be involved, including the technical departments, who can build connection networks with professionals, i.e. target customers, qualifying as an important key to distributing content, thus reaching potential customers.
The strategy that defines your presence on the platform must be defined before you start publishing content.
3. Email marketing
Despite ups and downs, Email Marketing, especially in B2B, continues to represent a fundamental asset for distributing content marketing content.
We can use it, but we must be careful to spread messages that are targeted to the end user:
we must therefore start from an extremely profiled database of users, of whom we must know their roles in the company, their geographical location, their preferences and needs.
Based on this information, we will use Email Marketing to nurture (Lead Nurturing) our potential customers or to stimulate new sales on existing customers.
We are in fact talking about a tool that works on multiple levers, starting from strategies designed specifically for users.
Based on user profiling, content will be created in line with the preferences and requests of our target audience.
4. Digital PR (including Link Building)
It is the activity of promoting products or services that involves the cultivation of online relationships.
Let's start from the assumption that the contents created for content marketing are not only present on "our" media, but also on media managed by third parties, such as specialized sites or LinkedIn pages managed by industry experts, which reproduce the contents we have created.
Link Building , or building relationships between websites in the same sector and/or social platforms, is a very effective Digital PR strategy, which allows you to:
Generate authority in the eyes of potential customers: Authority in a hyper-competitive market can be the key to beating the competition.
Generate back links from other authoritative websites, which link to in-depth information on our digital portal.
This affects the Google Ranking regarding the positioning of our website and the authority ( Domain Authority ) that our site builds in favor of the search engine.
Producing blog posts, white papers, e-books and content relevant to our target audience are essential weapons to be preferred over companies that offer solutions similar to ours.
The construction of our authority also and above all passes through these tools, which, if used at their best, lead to notable advantages in terms of visibility.
Content marketing teaches that quality content and visibility must find the right balance: there is no point in investing time and resources in creating high-value content if no one sees it.
Nor does it make sense to hope to get results by publishing poor content that is not rewarded by search engines.
If our goal is to show our corporate know-how on the target market , we must combine cultural leadership, which we aim for with valuable strategies and content, with the possibility of being found by potential customers.
How? Through SEO.
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