B2B Content Marketing starts with taking inventory of your current content before marketing your services
Online Content can impact your success. Whether you’re launching a new business, expanding your services or need to attract more business, before you jump into designing a new lead generation program, social media campaign or website, it’s important to take inventory of your content first. Aassess whether it is engaging enough and driving the traffic you need for your business.
Knowing what online content you have that is or isn’t engaging, informing and attracting new business will help you identify gaps and opportunities to ensure you tell a more compelling story and get the results you’re seeking.
How to know what online content is most valuable
Knowing your audience, key attributes, demographics and their online personas will result in producing more relevant content that meets their needs across the different stages of their buying cycle.
Because the true test of whether your content is driving the intended response is through gathered insights and metrics it is no longer subjective. It can come from many sources: keyword analysis, competition, Google Analytics, a social media management platform like Hootsuite and metrics provided through PPC campaigns, email marketing and marketing automation platforms.
Measurement Across Online Platforms
Google AdWords, Website Analytics, Facebook, LinkedIn and Twitter all provide metrics to measure your performance. It depends on your communication objectives, but the more you can tie each step of engagement to the final outcome the better you can measure performance. You may think content is subjective, but when content ties back to traffic to your site.
Content Can Fall Under Several Categories
- Branding
- Product Information
- Credentials
- Sales Materials
- Industry information
Defining the Purpose for your Online Content
- Generate Awareness
- Build your Reputation
- Generate Demand for Services and Products
- Capture Leads for Follow-up
- Secure Sales Opportunities with an incentive or validation to buy
Sources of Online Content
- Self-Generated
- Crowd Sourcing
- Curated Content from third parties
- Aggregated Content
Ways to Promote Your Online Content
- Websites
- Landing Pages
- Social Sharing
- Email Marketing
- Face-to-Face
- Point of Sale
To improve your ROI, take inventory first of your online content, then identify the gaps. Your website is a great, first place.
