Successful B2B content marketing demands a lot of time and effort. You have to stay abreast of the latest trends, come up with new, original ideas all the time, and need to pay attention your competitors’ strategies, so you can post relevant content frequently to build an audience that wants – and expects – your material. For many content marketers, the struggle is in questions in their core strategy such as “who is my key audience?” or “what platform should I be using?” However, for most content marketers, the biggest obstacle is trying to consistently create enough high-quality, engaging material to keep their campaign strategy afloat while reaching and connecting with their target audience.
If you’re having difficulty keeping a consistent flow of relevant content to your site, try one of the following strategies to create a higher volume of attractive material that will engage your audience and keep them coming back for more:
Keep It Short
One of the biggest mistakes B2B marketers make with their blogs is posting content that is too long. It’s hard to resist the urge to have all the information about a topic, service, or product in one blog post, but the average buyer looking for information on the internet doesn’t want to read a novel. They want to be able to find short, informative pieces that answer one specific question, or a basic general overview of a topic. Instead of writing one 1,600-word post, break it up into four 400-word posts that each handle one part of the bigger topic. If your current site is filled with wordy content, split posts up and rewrite them into multiple posts. Another plus to that is that you’ll be able to provide more detailed information about specific topics.
Your blog doesn’t have to consist of only written content. For some of the most frequently asked questions, or for topics that are heavy on statistics or numbers, sometimes graphics can get the message across easier. Visual charts are also more likely to be shared on social media. Infographics have another perk – they gain traction where the written word doesn’t, such as in results for Google Image.
Check Out the Competition
Sometimes one of the easiest ways to inspire yourself to create higher-quality content is to look at what your competition is – or is not – doing well. Type a common industry topic into your favorite search engine and check out what/who the top results are. Then browse around on their site for a while to see why their content ranked so high. You want your content to be the first results people see. Look through their library and see if they are covering topics that you have missed. If there are gaps in your coverage, fill them up!
Stay On Top of Trends and News
Check news sites regularly to see if there is anything in the news that is relevant or interesting that needs coverage. Be the first one to write about it. Don’t limit yourself to industry news. Report on local events, charitable happenings, or changes to ordinances or regulations. Position your company site as the place to go to find out where to go or what to do, and brand yourself as a community leader.
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