Finding the perfect strategy for content marketing can prove to be a difficult task if the market is highly saturated. Same goes for content with a very broad niche. It is easy to get swarmed in a sea of content marketers with very similar objectives, leading to a dilution of overall sales. In the field of B2B content marketing, there are a number of tried and tested methods to channelize all types of content – company blog, social media posts, promotional emails, ads etc. However, today, traditional B2B public relations strategies will no longer work. The ineffectiveness of B2B PR highlights the need for inclusion of emerging social media trends. Here are some tips that you can take to stand above the rest.
Focus on long-form content.
Long form content refers to any content, blog post, video, or podcast with substantial content. Long-form content plays a significant role in B2B public relations. It allows your company to send across its promotional message in its entirety. It creates a broad window to broadcast all details to interested customers. True, long-form content may not be very effective in attracting new (and highly distracted) customers, but it is effective enough to make even the slightest interested customers tip in your favor.
Maintain an editorial calendar.
If you are not already maintaining one such calendar, it’s time you do. Editorial calendars are crucial to any B2B content marketing strategy. They ensure your strategies are enforced on time, and that all B2B content marketing campaigns are well-aligned with important dates. Keep your content up-to-date with your calendar. It helps the campaign team to plan ahead of any content launch, helping the company deliver better content in sync with recent trends.
Track all your Social Signals
It is important to have B2B content marketing campaigns distributed over a range of social media channels. Different channels will provide different feedback depending on your involvement with their communities. Popular content on Facebook and Youtube differ widely from those on Reddit, Quora, or Twitter. While designing any B2B PR campaign for your company, be sure to define guidelines for each channel. Monitor customer engagement on different platforms, track their activities and reaction to different forms of content and identify what works best for each channel.
Update older versions of content
Often, there are pieces of content that have already been created as well as published, but in the past. This type of content may have been viral in its time, but it is no longer relevant. If you think that the core take-away of that content is still valuable, recycle the content to be more with the present. Whenever someone lands on that legacy piece of content, duly point them to the latest, or updated version so that they don’t return empty-handed. This is a very effective B2B content marketing strategy as it not only saves time formulating content ideas, but also helps retain a handful of customers whom you would have lost because of not being up-to-date.