Content marketing is a powerful tool in the B2B landscape. It helps businesses establish authority, build relationships, and drive conversions. However, finding the optimal content marketing mix can be challenging. This article will guide you through the process.
Understanding Your Audience
The first step in setting up your B2B content marketing strategy is knowing who you’re talking to. Your target audience will be made up of various businesses who would benefit from the product or service that you’re offering them. Part of the persona’s profile should include the types of content they enjoy1. One important point for a B2B persona is to identify the individual buyer’s job position.
Content Ideation
You can’t have content marketing without content. For that to happen, you need a bucket of ideas. Here are some ways to source your content ideas:
- Identify current content gaps
- Address customer pain points
- Connect with other departments
- Research your competitors
- Use social listening
- Have team brainstorming sessions
- Ask your audience
The Ideal B2B Content Mix
While there are differences in content mix approach depending on your industry, target personas, budget, and business objectives, the following content mix is a great starting point to position your brand:
- Blogging
- White papers
- Research polls and surveys
- Social media
- Email marketing
- Video marketing
Post-Purchase Content Marketing
Begin your post-purchase content marketing efforts during the sale. Provide applicable product links, along with an FAQ page link, on the customer’s receipt. Add other support-related content via videos, webinars, and in-person customer service. Obtain timely purchase feedback via a simple survey, and correct any problems immediately.
The optimal content marketing mix for B2B involves understanding your audience, ideating content, choosing the right mix of content, and focusing on post-purchase content marketing