Why Content Marketing Is So Important
Creating content is extremely important for online brand marketing because done correctly it presents a valuable opportunity to connect with your audiences. Brands that use content marketing effectively use it to help build trust in their brand and generate extra website traffic from organic search results.
Good content marketing can also help businesses generate leads and potentially take prospective clients further down the purchase funnel.
Key Differences Between B2B & B2C Content Marketing
Different types of businesses will have different approaches to content marketing. B2B brands for example are typically harder to produce content for, compared to B2C. This is because they have different audiences, objectives, purchase values, decision makers and time frames.
Content marketing for a consumer brands makes great use of social media profiles to distribute content, within a short content cycle. B2B content in comparison takes a longer time to research, produce and distribute. B2B content marketing also concerns itself with creating link worthy content to gain reputable links from trusted sources. To positively improve online visibility in organic search engine results and by means of referral traffic.
Consumer brands have a much faster turnaround of content and typically need a stack of ideas that are easier to produce more cheaply. B2B content marketing however, targets decision makers for businesses, not decision makers who are acting as consumers. B2B content marketing therefore requires a more thorough detailed approach, to add more value and gain higher levels of trust from the audience and their superiors.
Another reason why B2B content marketing requires a robust approach is because the prospective client/key influencer receiving the content would typically need to involve another decision maker. Likely a technical departmental figure, HR or Purchasing. So B2B content has to also work on multiple department levels, otherwise the content may leave a company exposed to another department not being interested, aware or even willing to sign off.
Planning Your Content Marketing
In order to produce great content that resonates with your target audience, you will need to plan around your specific audiences personas, their cultural references, preferred social platforms and their time zones.
It is best practise to create a content calendar so you can plan ahead of major events in the year and create a rhythm of content suitable for your audiences. Regular content generally achieves greater results. It is thought that at least 4 articles a week is required to be acknowledged as a news provider and gain additional SEO benefit from major search engines.
Content Creation Tools
There are a bunch of brilliant online tools that can help you create brand content more easily. These are some of the more well know sources of creativity and inspiration for content marketing ideas and production: Canva, Piktochart, Giphy, Infogram, Contently, Adobe Post, Adobe Premiere Clip, and ContentForest Ideator, Visualy, Easelly, Hubspot Idea Generator
Content marketing requires that you consider the different formats that your content could be produced in e.g Video, Whitepaper, Podcast, etc.. If you are not sure which content formats are best for your brand, this is a useful info-graphic – content formats for brand marketing . This shows the best content formats based on your type of business/ brand, budget, objectives and resources.
Taking all of this into account, you are ready to get to work creating your own content calendar for your brand marketing using our 20 top ideas.
20 Top Content Marketing Ideas For Brand Marketing
- A comprehensive list of industry statistics/research
- A Top 10/20 post on a relevant topic
- Respond to a controversial article or video
- Predict trends in your niche or industry
- Create a decision guide (text, image, tool)
- Ask your readers/audience to submit their content relating to the brand
- Update existing successful posts
- Interview leaders in your field
- Poll or survey your audience
- Create content based on trending topics
- Create an ultimate resource or guide
- Write a content curation post
- Write a comparison post
- Take surveys and publish results
- Top 10 resource lists (blogs, hacks, tools)
- Create a ‘hack’ post: A list of workarounds for a common problem or issue
- Create a beginner’s guide with helpful, actionable information and tips
- Write a post inspired by a blog comment
- Review a recent book/movie that would be relevant to your audience
- A list of inspirational or motivational quotes
- List of useful articles/resources on a topic
- Write a behind-the-scenes post at an event
Collaborate & Get Approval
Creating content for brand marketing is a collaborative process and it is important to involve the right people from different departments and agencies. Be sure to get input from technical, creative, legal, sales, marketing, publishers or any other departments you may need to involve. That way you can avoid any blockages in production or distribution and you never know, they might have some great ideas too.