Content plays a crucial role in driving traffic and transforming leads into loyal customers for any B2B business. That is why more B2B businesses are increasing their expenditure on content marketing every year.
But the question remains, are these businesses giving their 100 percent in content marketing? Allocating a certain amount would not suffice if you don’t know how to create content that drives traffic to your website.
Challenges of B2B Content
On one hand, B2B content is extremely crucial for any company’s success, but on the other, there are many challenges associated with its execution. The biggest problem is targeting the right audience.
For a B2C business, it is very easy to target customers individually by understanding their needs and behavior. But while operating a B2B business, your main target is usually the group of decision-makers. Depending upon your platform and target organization, this decision-making group might include top officials of that company. Since your B2B content focuses on the head of the department, CEO, and CTO of your target organization, it takes time to convert them into customers. Creating content that appeals to every member that falls under the decision-making unit is itself a difficult job.
Therefore, it is very important to know your decision makers well before planning out your B2B content marketing strategy.
Finding your Target Group
While you already know your target organizations, the next step is to delve deeper into the decision-makers of those businesses. The research to find your B2B target audience is entirely different from B2C audience research. You cannot apply demographics and analytical info as you are dealing with intra-organizational levels to find your target group.
To get a better understanding of your target decision-making group, get your sales and customer support teams working. This would help in generating relevant data about whom you are dealing with and how to reach them. You can also take online surveys to collect data about your target businesses and the users’ role within the company. Once you have the required data at your disposal you can use that to create content that can solve their relative problems.
Identifying the Right Keywords
It is a difficult task to identify how your target audience is going to search for answers to their relevant problems. The most common way used is searching through Google for solutions to any problem or to find a product or service.
To find the relevant content keyword, search Google just like your target B2B customer would try to find a solution to their problems. You can also make use of keyword research tools to extend your search to related terms as well.
Promoting your B2B Content
The first step to generating online organic traffic is to publish your content through the web. But you can’t attract your target audience until you promote your B2B content effectively. You must apply several content promotion ideas as a part of your B2B marketing strategy. This includes social media marketing, e-mail marketing, webinars and content repurposing, etc. Content repurposing is done so that your target group can view and download your content in different formats if needed.
It requires a lot of organizational effort to create optimized content that targets different customers. Visit www.internetshine.com to create your B2B content that ranks high and drives sales.