#1 Set Your Content Marketing Goals
Trying to achieve something blindly is like throwing spaghetti at the wall and hoping some of that sticks. I know the example is ridiculous, but doing something ‘just because’ is the same. Take some time to plan ahead and strategize. You wouldn't go on a trip across the world to somewhere you've never been without making plans, right? Same here. You'll need a good strategy to make your content marketing work. Ask yourself:
- Would you like to make your brand more visible or advertise a new service?
- Do you want to stand out over your competitors?
- Do you want to attract new partners?
Knowing your content marketing objectives will help you understand how to plan your strategy.
#2 Invest Some Time in Understanding Your Audience
This one is so important. It's like knowing the lyrics to "Bohemian Rhapsody" (aka any song.) You must know who you're talking to and what makes them tick. That way, you can create content that speaks directly to their hearts (and wallets, we all know what business is about *wink-wink*).
Matching your content to what the customer needs is the foundation of all best practices of content marketing. To reach your target audience, speak their language. How? Use keywords, i.e., words people search for. As a result, they will be more likely to find you. And make sure your content really helps. It isn’t just for SEO. It should never be.
#3 Create Exclusive High-Quality Content
This one is a no-brainer. If your content sucks, nobody will read it, share it, or care about it. So, invest in creating well-researched, informative, and entertaining content. You don't need to be Shakespeare. Just be yourself (unless you're a boring robot, then maybe try to be someone else; I hope AI isn’t scanning this now.)
Fill knowledge gaps with exclusive info your audience can't get anywhere else.
- Can you get exclusive interviews with industry experts or people with unique experiences?
- Can you answer questions submitted by your audience?
- Can you get an inside scoop on how something works?
Tell people some inside information. What is a boring routine for you is an exciting discovery for someone else. This is one of the b2b content marketing best practices that help businesses dominate their fields.
#4 Focus on Storytelling to Promote Your Content
Humans are wired for stories. We love hearing them, telling them, and living them. So, use storytelling techniques to make your content more relatable, emotional, and memorable. Don't go overboard and make up stories about aliens visiting your office (unless you work at Area 51, then go ahead).
And you know you can use the storytelling technique in any communication channel. It isn’t reserved only for blogs. Include stories in your social media, email marketing, paid advertising, and other channels to promote your content and reach your target audience.
#5 Re-Optimize and Repurpose Old Content
Rewrite and update old content to make it fresh and more appealing. Think of it like altering old jeans into cute shorts or mini skirts. Make a fun remake tutorial out of it. Content that did well before shouldn't be relegated to the past if the topic is still relevant today.
#6 Measure Your Results
This one is like checking yourself out in the mirror after a workout. You want to see if you're progressing or sweating for nothing. Analytics tools can help track website traffic, engagement, conversion, and other metrics. Based on this information, you can determine how effective your B2B content marketing strategies are.
#7 Stay Up-To-Date With Trends
This one is like knowing what the cool kids are wearing (back-to-school vibe.) Keep up with the latest trends and best practices in content marketing. Solid content marketing best practices require observing and adapting to the trending media forms people prefer to consume. For example, TikTok reels have become so popular that major companies and media are now doing short-form videos.
But don't jump on the bandwagon blindly. Evaluate each new trend based on its potential to help you achieve your objectives. Be a trendsetter, not a follower.
#8 Experiment, Experiment, And Experiment
This one is like trying new foods. You only know if you like sushi once you try it (unless you're allergic to fish, don't try it). Feel free to experiment with your content marketing strategy. Test different content formats, distribution channels, and messaging for different audiences. But don't be reckless; always have a plan and a safety net.
Remember, making great content requires cooperation between all teams, from writing to design, etc. A little teamwork goes a long way.
Bonus question: AI for B2B Content Marketing Strategy?
Every marketer has wondered about this at some point. Some say it's the future, while others think it's hype. But what's the tea?
There is no doubt that AI can be a game-changer in content marketing. It's like having a personal assistant who can help you create content on steroids, analyze data like a pro, and even write articles for you.
But AI has its limits too:
- It can't replace human creativity, empathy, and intuition.
- It can't capture the subtle nuances of human emotions, humor, and culture.
- It definitely can't guarantee ethical and legal compliance.
- It can be chock full of inaccuracies and even affect your SEO rankings. After all, Google's ranking algorithm prioritizes people-first content creation.
Use AI as a tool, not a replacement. It's like a fancy gadget that you can use to enhance your B2B content marketing strategies, but it shouldn't replace them entirely. Use it to automate repetitive tasks, not to automate creativity. And use it responsibly, with full awareness of its potential and limitations. This is the way to use AI in your best practices content marketing strategy.
Content marketing takes time, effort, and creativity to succeed. But with these content marketing best practices in your toolkit, you'll be one step closer to greatness. And maybe even a little beyond;)