How to develop a winning content marketing strategy for b2b business

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Content marketing is a great way to reach and engage with your (potential customers). It allows you to demonstrate your expertise in your business, thereby creating passionate and loyal advocates for your brand.

In my article on what is content marketing, I made mention of the benefits your business can derive from this process. The major benefit of content marketing is to turn your potential customers into real customers and build more loyal and relevant relationship with the existing customers.  However, content marketing has a different approach than other marketing methods.  Its goal is to increase sales for businesses and at the same time provide useful and valuable information to enrich people's lives.

For your content marketing efforts to be successful, you need to provide useful information to your audience that can help them to make decisions when they want it and where they can get it. This process is a little bit complex, therefore, as a business owner, you must put on the publishers cap and develop the processes, technology and people to deliver high quality content.  This is where the services of a content marketer comes. If you cannot produce contents, it is easier to outsource it.

This guide will be divided into 7 parts (a long one for that matter). It will show you how to develop a successful and winning for your business. The first you need to take is to defined your business objectives.

Part 1

Business Objectives

As a business owner, the first step to launching a winning content marketing strategy is to define your objectives. In doing that, you would want to ask yourself this questions -  What is the goal of this business and how can content marketing help to achieve it? Do you need to more people to engage with your brand? Do you need to foster or build relationship with your audience?  Do you want to increase your sales and leads? etc.  These objectives will help you to properly design and measure a content strategy that will be successful.  This is why you need to ensure that you get it right before you jump into content marketing.

You don't need too many objectives to start your content marketing strategy. You can decide to choose one or two of the most important goals of your business to work with.

For example, my business's (Hephzysocial) goal is to create awareness among B2B marketers who want to exploit the power of content marketing in their business, to help them develop, implement and promote content marketing strategy.

Below are common business objectives you can pick from:

  1. Get more potential customers

Content marketing is one of the best way to acquire potential customers and then turn them into permanent customers. Most businesses uses content to drive people to their websites over a long period of time.

  1. Information and Education

A lot of people appreciates quality information and education.  Content marketing allow you to educate and inform your audience. In doing this, you need to clearly define your audience, put yourself in their shoes and provide information that will help them to make informed decisions.

  1. Brand engagement

You can use content marketing to put your product/services in front of your audience. If you do it correctly, they will appreciate the value you are adding to their lives and engage with your brand.

  1. Generating leads

If you decide to use content marketing to generate leads for your business, you have to make sure that your contents is reaching your potential customers at the moment where they need to make decisions. Your content should be designed to help your customers through the decision process as they think and evaluate your products or services.

  1. Increase sales

Every business owner is in business to make money. You can use content marketing to turn potential customers into real time customers.  All you need to do is to provide a high quality content that is related to your brand/product or services and that directly meets the need of your potential customer.  Then, you can offer them what they need to make an informed decision.

  1. Site rank

Content marketing will help you to increase your website rank in search engines.  This means, when someone search for your product/service keyword, your website will show up at the top which will increase visitors to your business website.

 Above are different objectives for your business.  I want to let you know that it is possible to achieve all the objectives (i.e more potential customers, information and education, brand engagement, lead generation, Sales, site rank etc) with content marketing.

Part 2:  Content marketing strategy checklist.

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