This will make it easier for you to show the value of your work and get executive buy-in and investment.
But creating content marketing that delivers results is not an easy feat. Spending a bit of time up-front to develop a better B2B content marketing strategy will ensure you are focused on getting better results. Here are four elements of a better B2B content marketing strategy: Prioritizing B2B measurable objectives The first step in building a B2B content marketing strategy is committing to measurable marketing objectives and prioritizing their importance against your business objectives.
B2B marketing plans often include both qualitative and quantitative objectives. Planning against these measurable strategic objectives allows you to report on marketing results instead of just tactical activities.
For example, if you are attracting and opting in lots of active prospects than you priority should be: Qualifying their sales readiness.
Nurturing their engagement with your subject matter expertise.
Attracting and acquiring new prospects. If you have the opposite priority of attracting more leads, then your investment priorities will be reversed.
Either way, it is crucial to prioritize your marketing objectives. This will help to identify which content categories, topics, and approaches are most relevant to your customer. Every great company and brand has deep areas of subject matter expertise. While these areas of expertise are important to managing and operating a business, not all of them are relevant to what your customer wants to know.
What Business Are You In? Understanding the business you are in through the lens of your customer ensures that you are marketing holes, not just bits.
Profiling your target market The third step in building your content marketing strategy is profiling your target customer segments. Sales profiles, personas, and best customer models are tools you should use to profile your customer segments in order to improve the relevance and effectiveness of your content marketing.
The key in building the right segments is to identify customer needs and pains, filter them through the business you are in, group their needs and pains by roles or audiences, and then use that data to profile your top customer segments. Resist the urge to roll-up needs and pains, or redefine them in your own terms.
Here is a quick guide on how to map relevant topics for each stage: First, model your pipeline by understanding the different stages a customer goes through when deciding to do business with you. They are casting a wide net and may or may not have an idea what the solution will be. The information-seeking has a broad focus, using more generic and high-level search terms and keywords.
They are seeking assistance with definition, scope, and internal buy-in to solving a problem. They are searching for available options that will meet their requirements. Keywords and search terms will be more specific and will start to reflect solution alternatives or categories.
Their goal is developing a short-list of viable alternatives.
They have a solid understanding of how each alternative measures up and the decision maker is trying to get comfortable with committing to one of the decision alternatives.A strategy statement communicates your company’s strategy to everyone within your startup.
The statement consists of three components: objective, scope and competitive advantage. All three components must be expressed as clearly as possible. Marketing is the study and management of exchange relationships. Marketing is used to create, keep and satisfy the grupobittia.com the customer as the focus of its activities, it can be concluded that Marketing is one of the premier components of Business Management - the other being innovation.
Marketing Research. In a previous post, I laid out a how to write a market research plan.. The first step of the market research plan was setting goals and objectives.
You might think that this is a same-old, same old process for marketing research. 46 CHAPTER 2 Marketing Strategy Situational Assessment The situational assessment is an analysis of the or ganization’s environment and of the organization itself.
This process is referred to as the SWOT analysis(so named be- cause it examines the Strengths and Weaknesses of the organization, as well as the.
A good marketing campaign has people humming a tune or hearing the words to a company’s jingle long after they have seen a product’s commercial. A marketing plan details how a company aims to reach specific marketing objectives. It links marketing activities with marketing and strategy objectives and is important in ensuring the right focus and direction for the company.