A content marketing strategy isn't a "set it and forget it" type of deal. It's a living thing that needs to evolve constantly if it's going to continue to work for you, especially if other business owners are your target demographic.
Entrepreneurs and business owners are always interested in the next big thing, and they make it a point to stay ahead of the game, so you should too.
Keeping in the know regarding current B2B (business to business) marketing trends is a great way to do exactly that. The following are just a few of the most important ones to know.
Embracing the Power of Community
Getting up close and personal with the people who love, use, or need your products or services is just as useful a strategy for B2B companies as it is for anyone else.
Other business owners still use word of mouth, user experiences, and peer recommendations to make decisions about the content they rely on and the products they use.
That's precisely the reason for the current push toward forum participation, social media conversations, and more.
Don't simply wait for other people to start talking about you either. You and your associates should be out there actively participating in running discussions, as well as initiating new ones whenever it makes sense to do so.
Ask questions, get people talking, and most importantly, be as responsive as possible.
Maintaining Thorough Documentation
Would you be surprised to learn that a whopping 61 percent of B2B content marketers not only don't have a clear-cut marketing strategy but don't keep performance records in regards to their various campaigns?
To make matters worse, many of the marketers that do have no real idea of how to use their documentation to improve their marketing efforts going forward.
Don't make that same mistake. Instead, get on board with the current trend toward documentation that isn't just detailed, but easy to process and apply.
Among other things, your record keeping methods should:
- Help you accurately measure and compare your conversion rates.
- Accurately show the relationship between each of your actions and the effects on your revenue.
- Give you a clear idea of not only how you can improve, but where you can (and should) experiment in the future.
If your system doesn't do all those things, it's time for a revamp.
Consider the Journey of the Buyer
As a business owner yourself, you no doubt understand that the path to success is precisely that -- an actual path along which you enjoy a journey.
That journey comes attached to many stages from the experimental phases at the beginning to the knowledgeable, informed stages toward the end.
However, only around half of all B2B content marketers consider that journey when building their ongoing strategies.
Digital marketing should always take the current position and changing needs of the customer into consideration, and this is no less the case when you're marketing business to business.
Where is your target customer when it comes to his journey? Is he just getting started, or has he been in the game for a while?
How can what your business does help him reach his goals and successfully advance to the next leg of his journey?
Your answers to these questions should factor into all your marketing choices, including those related to keyword research and discussion topics for social media.
Include Influencer Marketing
Influencer marketing is perhaps the hottest content marketing trend to come along in quite some time. Smart B2B content marketers would do well to embrace it if they haven't already.
Even other business owners look to their peers and personal heroes for recommendations on what to buy, how to use it, and why.
Making sure the right influencers are talking about your product is perhaps one of the smartest goals you'll ever add to your ongoing content marketing strategy to-do list.
Also, developing mutually beneficial relationships with respected industry authorities is a stellar way to expose what you do to new audiences continuously.
In addition to facilitating sponsorship-style deals, you may also want to consider co-creating fresh content together.
How will you leverage what you know about how today's business owner thinks to become better at distributing your best content?