The marketing world is changing every day. New tools, technologies and strategies emerge periodically, B2B marketers are always in a hunt of innovating new marketing strategies and the need for content marketing strategies continues to rise as audiences everywhere are exposed to more quality content every day than they could possibly process.
For all the changes that have taken place over the years, one thing is certain: Content marketing was here and it will be here for many more years ahead. In fact, an estimate says that the content marketing industry would be worth more than $400 billion by 2021.
Content Marketing has a very big role to play in B2B Marketing. A content marketing strategy helps in analyzing the different ways that content can be used across to map the buyer’s journey in the sales funnel, the customer life cycle and the different experiences customers gain in the buying and using process. Content marketing attracts prospects and transforms prospects into customers by creating and sharing valuable free content. Content marketing helps companies create sustainable brand loyalty, provides valuable information to consumers, and creates a willingness to purchase products from the company in the future.
Without a strategy, Content is just stuff, and the world has enough stuff.
In Content Marketing it’s equally important that you define proper content marketing strategies to bring the best out your marketing efforts. We’ll now discuss a few content marketing strategies that’ll guarantee success in 2019.
Everyone is familiar with this fact that nowadays we’ve been seeing a lot of videos being posted on LinkedIn and other social platforms whether it be related to business or profession. Videos are becoming an increasingly popular form of content marketing because they’re inexpensive and easily accessible by anyone with a mobile device.
Videos can boost conversations and also directly lead you to sale. Videos allow you to increase the time spent by visitors on your site. Thus, longer exposure builds trust and signals search engines that your site has good content. What happens here is, businesses create 2-5 minute short videos about specific topics relating to their products or services or consumer problems using content from articles, whitepaper and other text sources.
Here are a few amazing stats about video marketing that prove why video marketing should be in your box while going into 2019 –
- According to a recent study by Cisco, by 2021, more than 80% of consumer internet traffic will be video.
- Visual content is 40 times more likely to be shared via social networks. (Buffer, 2014).
- 43% of consumers would like to see more video content from marketers (HubSpot).
- Marketers using video saw revenue grow 49% faster than those who were not (Aberdeen, 2015).
- 51.9% of marketing professionals in the world rate video as the content with the best ROI (Adobe, 2015).
Remember that Google loves videos and owns YouTube as well. This has resulted in a significant increase in how much videos affects your search engine ranking.
In the past couple of years, LinkedIn has emerged as the most effective channel for professional content distribution and an effective platform for lead generation. LinkedIn’s publishing platform is currently one of the best and efficient methods to promote your content in a cost-effective manner. LinkedIn currently has over 500 million professionals in the network which makes it the perfect platform for syndicating content to a large audience.
LinkedIn has introduced a content marketing toolkit that includes an SEO checklist, content calendar template, and social media distribution plan as well. Amongst business owners, LinkedIn is now one of the most popular social platforms. So if you’re a B2B organization planning for content promotion strategies in 2019, make sure you try LinkedIn for the same.
3. Whitepapers & E-books Dissemination (via Landing pages & Telemarketing)
In one my last blogs – Whitepaper – A Key Element in B2B Marketing. I explained why whitepaper matters so much in B2B marketing. Why white papers are still a critical part of the content marketing strategy.
A white paper is a powerful marketing tool. Many people think that it can only be used to generate leads, but actually, there are several other benefits of writing and using a white paper in your inbound marketing and content marketing strategy. A good white paper or an E-book gives a bonus point to represents the opportunity to differentiate your company in the eyes of your readers. Both e-books and white papers offer many potential benefits. Despite being more time-consuming and expensive to produce than blog/posts they are an essential source to generate leads, increase brand awareness, or educate/inform customers. And an informed customer can be one of the most loyal and lucrative partnerships that your business can enjoy.
The goal in 2019 should be to promote and distribute these two in an efficient and effective manner so that it reaches to the last audience.
Creating a white paper promotional plan can help you reach a wider audience, attract more leads, and convert them into customers. We, at AMS Inc., take care of promoting and distributing your white papers as well as E-books and generating leads from them. Our services will promote your white paper to your defined target audience, and you usually pay for every lead we bring your way. We ensure that our syndication service can get your white paper in front of your ideal customers and that you’re not paying for bad leads.
4. Social Media
Social media is an essential piece of any business’s marketing strategy and the one that must go with any business in 2019 as well. More than 60% of the world’s population today has access to at least any one of the all social media channels that are present today. Due to immense use of technology in marketing, nowadays social media is at its peak in being utilized and is one of the most stress-free and profitable digital marketing platforms that can be used to increase your business visibility.
Social platforms help to promote the content and connect business with customers, increase awareness about your brand, and boost your leads and sales. To get started, create social media profiles for your business and start networking with others. The goal of social media marketing is to generate and promote content so that user will probably share the content through its social network to increase the popularity of its brand name and explore customer reach. So go ahead and create a good Social Media Marketing Strategy for 2019 and don’t hesitate to share your content there.
Emails are still alive and they work just fine if you do not overuse it! I completely agree with the fact that Email marketing nowadays is getting a bad reputation as one of the most spammy marketing channels. But this does not mean email is dead.
Email marketing is still an efficient way to communicate and stay connected to your clients or customers while also promoting your business and content. It’s a cheaper and effective distribution channel for the content. Common email campaigns consist of product or service announcements, a company newsletter, whitepapers, lead nurturing and sales promotions.
However, we simply can’t ignore the fact that Email marketing has four times higher ROI than the next best marketing strategy i:e social media.
6. Case studies
he case study tells a story. They illustrate how your product or service can be used. Case studies promote a service your business offers and are a great opportunity to place a call-to-action form. Your goal is to target customers who are increasingly curious about your products and services, and they want some evidence that you’ve helped customers like them before as well.
Businesses use them to show how their product or service has been implemented successfully by customers. Instead of simply talking about a product, case studies allow businesses to show how their product can be used. It demonstrates how your product has been used successfully.
A case study must include a short summary, an explanation of the problem of your customer, your unique solution and the results after that.
7. Newsletter Marketing
Newsletter marketing is a cost-effective practice by which companies send informational and product-focused content via an emailed letter to a subscriber list that comprises potential and existing customers of the company.
Newsletters are an extremely valuable marketing tool used in today’s modern marketing age. Publishing a newsletter gives you the opportunity to increase awareness and understanding of your company and its products and services. Newsletters give online businesses an opportunity to demonstrate authority and expertise on the subject of their products.
You can use newsletters to promote products and services or launch new products. Including information on special offers helps reinforce the effect of your advertising and promotional campaigns. Newsletters can help you increase the coverage of your target audience. By placing information about the newsletter on your website, you can capture contact details of new prospects by asking visitors to subscribe.
Product or service blogging is a marketing tactic that uses blogging to get your business more online visibility and attract a new audience. A business blog is a kind of marketing channel that helps support business growth.
Creating awareness about a specific difficulty or problem and sharing products or services which will help in solving those problems is the prime motive of blogging. Blogging on a frequent basis is a relatively easy, inexpensive way to enhance your inbound marketing efforts, drive traffic to your site, and attract more prospective customers.
9. Stalk your Competitors
Yes, you read that right. I personally believe, you should always pay close attention to your competitor’s products and their marketing strategies. Your competitors are one of the best sources of learning and to give you feedback regarding where exactly you lack in your product or its marketing efforts.
Analyze your competitor’s activities, how they are using different marketing channels. Check out their audience, how they react to the posts and how many likes, shares, retweets and other digital media KPIs they have. This will help you understand where you are and what needs to be done to overcome in these situations and stay ahead in the competition.
Stalk their external activities – not internal.
Any content marketing strategy is never perfect, but you can always improve the quality of your content to benefit the consumer and the business. Businesses need to get creative and enthusiastic about getting their content in front of the right people. The whole concept of content marketing is based on educating your audience and building trust and creating long-term relationships. Stop selling and let the people come to you by providing them with interesting and useful information.
Don’t follow only those strategies that are in demand or trending, choose the right ones that match your need and that’ll help you win.
“Knowing your Audience and laying strategies to develop it is key to Content Marketing Success.”
Don’t be afraid to try new types of content marketing strategies, different approaches of distribution, or any other tactics you find suitable; you never know the outcome until you try.
To understand more about our Content Marketing Services, please reach us at email@example.com or visit us at www.ams-in.com.