The essentials of content marketing for a B2B Technology Organization
By now we all know that content marketing goes hand in hand with inbound marketing and is a major component of any successful inbound marketing strategy. The popularity of, and the requirement for, content marketing for B2B organizations is growing at a substantial rate.
In fact, a survey of B2B organizations at the beginning of this year found that 70% planned to create more content in 2017 than they did in 2016. And, with 25% of the respondents to the survey being from the technology industry, it became clear to us at Flawless Inbound that if a B2B Technology organization wants to keep up in the world of marketing, it needs a good content marketing strategy.
As we prepare for the start of 2018, the prominence of content marketing for B2B technology organizations is only going to increase. For that reason, it’s important for these companies to understand the key ingredients to a successful content marketing strategy.
What are the Most Important Things to do When Creating a Content Marketing Strategy for a B2B Technology Organization?
Know the Decision Makers
The first key point to know is how many decision makers are involved in the organization, who those decision makers are, and what they care about. Whether it’s a CIO, CFO, Compliance Manager or any other C-Suite individual, you need to understand who they are so you can write to and create the level of content they need.
Usually, decision makers are thinking about the following four questions when looking for a solution to their business needs:
- Is this solution a good fit for my business?
- Does this vendor know anything about my business and my market?
- Do they understand the problem we’re trying to solve?
- Can I work with this vendor and trust them to help with a critical responsibility?
Coming to an understanding of who your clients are and what they want is a first step in a creating a content marketing strategy for your business that will assure them you have the answers to their questions.
Understand how Your Audience Researches their Problem
The second key point to understand is how your audience researches their problems. Obviously, you want to publish content your client will actually read and understand. You wouldn’t create an entire content marketing strategy based on infographics if you knew the CEO you wanted to target didn’t usually consume infographics and preferred more in-depth reports. That’s why, just like in the first key point, it’s important to gain a deep understanding of who your clients are.
Create an Editorial Calendar
The third key ingredient to having a content marketing strategy that works for your business is your editorial calendar. No content marketing strategy is complete without one, but it’s having the right one that will make your strategy effective. The right editorial calendar will help your clients complete their research on their own by putting out content that identifies their pain points and offers solutions to them.
Let Your Clients Guide Themselves Through the Process
The fourth and final key point to remember is you must let your clients guide themselves through the process. If you create good content for each stage in the buyer’s journey, then your clients will have no problem going through the process on their own. When they are able to do this, your clients will feel as if they are in control of their own research and decision-making process, which is more likely to guide them towards choosing your company on their own.
Unsure about where to start, or feeling like you need an expert to help make sure your content marketing strategy is the best it can be? Flawless Inbound has worked with over 35 B2B organizations in Canada and the U.S. to help them with every aspect of their marketing strategy, including content marketing.
Contact us to learn more about our b2b marketing services.