In our previous b2b content marketing post we discussed some of the ways to curate content from around the Internet to further your own positioning.
Curation is a valid strategy that puts you at the centre of your industry as someone who has their finger on the pulse and who shares great content that is useful to others.
But there is no real substitute for really positioning your own expertise by developing and distributing your own customer focused content that supports your b2b content marketing strategy.
And our next “Writing for social and the web” training course helps delegates to understand the importance of content and how to create content that is relevant and engaging to target customers.
But how can you start to create (or re-invigorate) your own content, efficiently if you have limited resource, budget or time and also effectively so at to see a return on attention and engagement with it? We asked a few of our trainers and this is what they said.
1. Create an expert blog
Hosted on your website (to ensure your site benefits for the search engine bounce in interest), your topic specific blog will provide the right mix of advice and tips to a targeted audience.
Blogs have become so much more than the online journals they were initially conceived to be – and now offer huge amount of information to aid future customers identify and short list supply partners they are interested in.
Your content could be based entirely around frequently asked questions that your sales teams are asked or a combination of the key services you offer, successful case studies, product tips and advice or selection and buyer’s guides. Infographics, using a wealth of free cloud based softwares, can help present statistics in more engaging ways.
2. Social media updates
Social media platforms are highly optimised for content so maximise your accounts by using Twitter, Facebook and Linkedin to push traffic to your blog.
Remember, each platform has its nuances whether it is using hashtags, mentioning contacts and connections and adding images. Regularly re-issue links to your content by posing questions or working with the original social media update. Use scheduling software like Hootsuite or Buffer to help manage this consistently.
3. Instagram photo and video
Visual based content is fast becoming the primary way to access most target groups. When you consider Google bought You Tube, Facebook snapped up Instagram and created Meerkat, whilst Twitter adopted Vine and Periscope – the value of visual marketing is clear.
Instagram specifically is a platform on the rise because of the incredibly easy and viral nature of the platform. Each image can be accompanied by a wealth of optimised copy and links can be regularly updated in the account bio.
There are synergies in its approach in terms of hashtagging (Twitter), the ability to link contacts to updates (Facebook) and easily like updates, follow and direct message other users.
Instagram, specifically for b2b, is perhaps best used for behind the scenes for explainer or teaser content.
4. Syndicated blog content
Company news can be turned into press releases for local business, regional magazines and trade press. Blog posts and opinion pieces can be turned into articles and columns for the same people plus trade bodies and exhibition organisers.
Piece 3-4 blog posts together and you have a downloadable guide to use for data capture and lead generation.
Always think about how many different ways you can re-use any one piece of content you create to maximise it’s value and the time spent creating it.
Regularly talking about the challenges facing customers is the fast track to demonstrating you understand their pain and can help them. Using b2b content marketing to build a reputation based on the principles of know, like and trust leads to a qualified and more sustainable competitive position.
Read related articles
“Writing for social and the web” training in Birmingham – bring immediate and measurable improvements to your business communications.