When you begin to develop an action plan that will govern your content marketing efforts, you need to start off on the right foot with achievable goals in mind. If your business isn't a publishing company, getting clients to read and respect your writing is difficult.
Most organizations spend months developing their logos or B2B marketing campaigns, but when it comes to online solutions, these brands dive right into the web, giving no real thought to what they're writing. As a brand manager, you cannot afford to publish content to your website, blog or social media accounts that makes you sound like a recent graduate who's in love with his own voice – your promotional copy needs to be authoritative if you want to improve lead generation metrics.
Here are two tips to help you create quality content.
1.) Clients are smart – In B2B marketing, you're promoting your services to intelligent professionals, so don't try and fool them. Your readers expect content that brings value to their lives, so don't promote what you're selling outright. Instead, associate your services or products with real-life situations and highlight how each complements the other.
2.) Social media and beyond – The point of crafting content is garnering public attention. While you might see an increase in traffic through social media, you might also want to reach out to Digiday, Mashable and Adweek to see if they'll publish your content.