Content marketers often struggle with developing fresh content on a regular basis. Marketers in the B2B space are challenged with the goal of creating content designed to appeal to a very specific target market: the decision-maker who decides where a company’s resources are used.
In a perfect world, digital marketers are using a content calendar to plan upcoming content. Developing a content calendar provides content marketers with the security of knowing they will have a steady flow of new content. The following tips will help B2B marketers brainstorm new content ideas that appeal to the brand’s target market. This content can be re-purposed as great content for your company’s social media marketing campaign.
1. Develop a branded guide or tutorial.
Leverage the expertise you have in your industry by developing an eBook that helps professionals in your industry learn something new. Make sure your logo is included in the header on every page of the eBook. Take this one step further and develop a video (approximately 2 minutes in length) that provides valuable and informative information to professionals in your industry. Make sure you add your company’s logo and website address to the video.
2. Interview an industry professional.
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Identify experts in your industry who can speak intelligently about some common problems that your company’s product or service can help alleviate. Develop an “Expert Interview” series and post these interviews on your blog. Consider developing podcast interviews or video interviews instead of (or, in addition to) text-based blog posts.
3. Re-purpose the most informative comments you have on your blog posts or social networks.
Turn your most popular and informative comments into pictures that you can then highlight on your blog or social networks. A quick and easy way to do this is to use a service like Quozio or Recite.
4. Remember the power of webinars.
Hosting webinars that address common problems in your industry is a great way to position your brand as go-to resource. Identify experts in your field who can participate in a roundtable discussion that addresses a specific industry problem. Once you have identified your experts and they’ve agreed to participate in the webinar, ask those experts to blog about the upcoming webinar and post the webinar on their social networks. Make sure you have people sign up for the webinar so you can capture highly targeted leads.
5. Re-purpose webinar content.
Create a summary of your webinar’s key takeaways and post this summary as a blog post. You can then post the blog entry on your social network. To get even more leverage from this post, send a link to the blog post to any industry experts who participated in the webinar and ask them to share the post with their social media communities.
6. Start a video training series.
Identify a common problem in your industry and develop a 5 part video series that provides solutions to this problem. Keep the videos short (no more than 2 – 3 minutes) and always tell viewers what to expect on the next video. Always promote your video series on your social networks.
7. Turn your text-based blog posts into audio files.
If you’re constantly posting informative and useful content on your blog, considering transcribing your posts and adding an audio version of the posts to the blog entries. This allows busy professionals to listen to your post while they work or travel.
8. Study your website analytics data.
Learn more about the keywords and keyword phrases that drive traffic to your website. Are some of these keyword phrases posed as questions (example: how to track social media performance)? Identify the various questions that appear in your analytics data then develop infographics that provide answers to these questions.
9. Leverage industry-related conversations happening across the web.
Use Google Alerts to identify various conversations happening across the web that are related to the product or service you offer. Instead of posting a very insincere one-line comment and dropping a link to your website in the comments section, consider creating a blog post (or video) that summarizes the discussion taking place, then provide your own solution to any problems discussed. Remember to give credit to the original source in your blog post.
10. Respond to questions posted on your social networks.
Instead of typing a response to questions asked on your Facebook page, consider creating a quick video that provides an answer to the question. You can do this for Twitter and LinkedIn as well. Adding a personal touch to your response helps establish a connection between your brand and your social community. Remember, keep your videos short and ask your community to contact you personally if they need further assistance.
11. Re-purpose your FAQs.
Turn you frequently asked questions into video tutorials, infographics or images. Answer one question per tutorial. Post the content you generate from your FAQs on your social networks.
12. Use Yahoo! Answers to your advantage.
Search Yahoo! Answers to find questions that address problems your product or service can solve. Create a blog post (or video) designed to answer the question. Post this content on your social networks.
13. Re-purpose white papers.
Turn your white papers into infographics. Take this one step further and turn your white paper content into a video series. Post the new content you create from your white paper content on your social networks.
14. Monitor industry related LinkedIn groups.
Identify popular discussions related to your industry. Write down any questions you find in those discussions that your product or service can help solve. Develop blog posts, videos, infographics or even webinars that address those problems.
15. Monitor industry news.
Identify industry news that is related to any problems your product or service can solve. Provide a brief summary of the original news item and inform your readers of the problem that your product or service can solve. Always give credit to the original news source.
Hopefully, these 15 tips can help B2B marketers develop a solid content strategy that helps effectively promote their brand’s product or service. If you have any tips you’d like to share, post those tips in the comments section.