Content marketing is a growing trend in the B2B communications landscape. In total, 93 percent of B2B marketers in the U.S. use content marketing, and 42 percent of those marketers consider the strategy effective, which is 6 percent more than in 2013 (1). B2B marketing professionals looking to brush up on this effective and popular strategy may want to consider following these 3 tips:
- Start from the beginning and determine objectives
Identify the company's goals and vision. Each objective should be quantifiable and have a deadline, which will allow the business to see whether the tactic is contributing to its growth over a certain period of time (2).
- Define the target audience and understand characteristics
Before writing blog entries, posting videos online or participating the social media conversation, B2B marketers should identify their target audience. Consider what the segmented individuals want to learn or hear.
- Establish messaging and choose channels
After determining the specific messaging, it is best to determine the communication outlets and timeline. The channels could include long-form, such as articles, short-form, which includes tweets and conversations.