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Develop a Content Strategy for Successful B2B Lead Generation

February 2016

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As you’ll see from our previous blogs, here at INCo we are firm believers in using a combined direct and digital marketing strategy in order to further your success and generate leads that will drive your sales goals. Digital marketing media such as social media, landing pages, PPC Campaigns, SEO, etc are all a large part of this and so it is important that we have a strategy in place to ensure all those messages keep the company in mind and read with the same voice.

Can you believe though, that only 41% of enterprise marketers have a documented content strategy? This might explain why only 32% of B2B marketers consider their content marketing effective!

Content strategy refers to a written plan for the creation, delivery, and governance of useful, usable content, mapped to your buyer needs across all stages of the Buyer’s Journey. Your content strategy (sometimes called a style guide) is a means to ensure that anyone with responsibility over your digital marketing works within parameters regarding type of content and tone, but can even go so far as to cover font type and size.

Digital Strategy & Lead Generation

Your audience is the most important thing to consider when beginning a strategy and when it comes to lead generation that audience is almost always B2B. Some marketers argue that you can attract B2B consumers in the same way as B2C consumers, however, there are some major differences to look out for when creating a strategy that is targeted towards B2B;

  • Less focused on cost of product / service – they aren’t spending their own money.
  • Rarely the sole decision maker – usually a team of decision makers, or a final sign-off required.
  • More logical when it comes to purchasing – next to no impulse buying in B2B.
  • An audience that wants to be educated – looking to receive information they lack, or be able to present confidently to their bosses.

Content for B2B audiences needs to be highly detailed and of a high educational value, however, do not assume this means it needs to be lengthy. Many decision makers and purchasers for B2B companies will not have the time to read essay-length blogs and therefore you may not get the conversion rate you would like if content is too long.

Keep any communication concise and informative and include links, and Calls-to-Action (CTAs) to further information in case the reader requires more detail. This will ensure a successful click through rate, but doesn’t force the reader to take in lots of information at once to access your services.

Benefits of a Content Strategy

Having a strong content strategy is the very foundation of a successful campaign. Without it, you are unable to control your message, and therefore unable to control how your campaign is received once it is online.

Some benefits of a content strategy are;

  • It helps assess the situation – where you are currently, where you want to be, and how to get there.
  • It helps launch successful projects – strategy will identify all the vital aspects required to make your campaign a success.
  • It lays out clear guidelines – with a written strategy there should be no question about anything that is developed or posted, as everyone will have a copy of your strategy.
  • It helps keep track of progress – and can assist you creating reports for stakeholders or superiors.

Without a content strategy, everything you achieve from your digital marketing will largely be down to luck. You may get the results you are after, and where you want to go; but there’s also just as much chance your efforts will be in vain.

Next week I'll be blogging about the most common mistakes that are made when building a content strategy, why not come back and read? 

If you'd like to know how INCo can help build a content strategy for your organisation, please get in touch!

Plan Your Content Strategy Today!