You can Hi Andy, thank you for this as I found it very interesting. EXPLORE THE PLANNING TOOL. 2020 B2B Content Strategy & Framework Development. And with the complex information and long sales cycles that accompany a B2B context, thinking strategically is even more crucial to ensuring that content is persuasive and user friendly. They’ll flow in all day every day. B2B SaaS companies are churning out blog posts left and right, but the reality is few marketers are creating strategic content aligned with their business goals —whether that's increasing retention, generating leads, or boosting brand awareness.. Enterprise content strategy takes a lot of upfront work, and then thoughtful measurement and iteration throughout. Approach your B2B content marketing strategy using a framework to plan and develop content around your marketing objectives For many B2B leaders, content marketing is a key initiative when marketing a complex product or solution. Our latest research shows that only 60% of bloggers ever write and pitch guest posts. But what about making the Service page your Pillar page instead? If the conversion rate of this page is zero percent, it doesn’t matter how much traffic we generate or how good we are at content. Thanks again! But how long will it take? Like I said this can work but if implemented incorrectly you can also kill conversions for both segments and lose potential customers. B2B Content Marketing Strategies Content is king. Approach your B2B content marketing strategy using a framework to plan and develop content around your marketing objectives. Blogger B pitches four of those articles to other websites. A strategic B2B marketing is a huge opportunity to position your brand as thought leaders; as masters at the top of your field and to become a cardinal voice in your industry. In this guide, I’ll share an eight-step framework you can use to create an effective B2B content marketing strategy for your business. And when you’re the brand that creates the research, you’re helping others make their case when they cover the topic. The Optimal B2B Content Strategy Framework It’s surprising that, despite the data proving that marketers who have a documented content strategy execute more effective content marketing, as many as 63% of businesses still don’t have one! From testing this personally, just be cautious not to combine the content marketing of two segments of customers at different phases together. Only 18% of B2B brands have ongoing influencer marketing campaigns. You’ll likely see that the original research is there at the top of the report. That idea, blog and grow rich, fails because it misses the key connection between content and traffic. Here is an example of a 7-part content strategy framework for B2B lead generation built for SEO. In this post, we will discuss a content strategy framework that includes the six pillars of an effective content strategy. It includes a strategic process to create better and more valuable content for an audience. It’s why the army does “war games” and B2B content marketing teams create a content marketing strategy. I know…you don’t want a 2000 word Service page….but consider this…. Every successful content strategy I’ve seen has a foundation of well-written articles (text). They jump into sales calls. Read More Unless you want to waste the next six months creating content that nobody sees. But the results are generally 100x that of a typical article. Service pages are definitely not link-worthy. But your comment makes me wonder about the period of time. #8: Integrate B2B Content Marketing Strategy into Other Plans. The first thing that you need to do when planning a content strategy is to define your goals. Taking the time to consider your strategy, create a roadmap, and define goals can make a powerful difference in the effectiveness of your B2B marketing content. We won’t be successful until we get qualified visitors to those pages. This piece is for B2B content marketers yearning for a simple, effective, “evergreen” content marketing plan to follow… Watch this video to get a gist (or see the full 7-step content marketing framework below): According to the B2B Content Marketing 2018 Benchmarks, Budgets, and Trends report, 91% of B2B organizations use content marketing. At Foundation, we start every content marketing strategy with a B2B customer journey map. Some content programs achieve results much sooner, while others never get there. This program touches upon the need for content marketing and goes deeper into the content strategy and framework aspects. If they’ve ever published research, you’ll likely see it at the top of the report. Two amazing things happen when you write content that answers their specific questions. Join over 16,000 people who receive web marketing tips every two weeks. In most cases, this content strategy involves your blog or content hub. Probably not. Less, but more focused time will beat more unfocussed efforts any day! Great content or social media programs are backed by a strong strategy. You need to build out your topic clusters with rank-ready content that answers your prospect's questions, gets you on their radar, and introduces them to your business. This is especially true in B2B marketing, given key content pieces may also need Legal’s approval. They’ll flow in all day every day. Last updated 01 October, 2020. So I listened in on some sales calls at our hypothetical coffee delivery company and discovered that some prospects don’t appreciate the life-changing benefits of whole bean coffee, ground fresh each morning. Great content or social media programs are backed by a strong strategy. This is the comprehensive introduction to B2B SEO—so you might want to read this one over lunch. If length and detail help, great! For a B2B content strategy, the content aims to target your audience of businesses rather than customers as observed in a B2C strategy. And the commercial-intent visitors are far more likely to convert into leads. That’s how links and authority work. Everything is better with friends. Chicago Community Member Below we’ll list a quick description of each piece. In fact, “organic influencer marketing” (which is really just collaborative content marketing) is free and can save you time. It shouldn’t matter if the SMEs are in-house or outside experts, one person or lots of contributors. Any thoughts on how to implement this strategy when you need to rely on other SMEs for the persistence and diligence needed to make it succeed? Learn how to run more successful, scalable and strategic operations with the new Content Marketing Framework from the Content Marketing Institute Author: Robert Rose Robert is the founder and chief strategy officer of The Content Advisory, the education and consulting group for The Content Marketing Institute. But at the same time 6200+ B2B marketers say that their biggest challenges are generating traffic and leads, and proving the ROI of marketing activities. After all, the prospects in our sales funnel are our most important audience! I have no doubts whatsoever. But these concepts apply to any B2B business and most B2C marketers as well. They contain short chapters 100-150 words each of your Pillar page. Plan is the first step in building a successful content marketing strategy.Download our white paper, The CMI Content Marketing Framework: 7 Building Blocks to Success, for an overview of the process, or learn about the other steps with our how-to guides on the right-hand side of the page. For our office coffee delivery service, I’ve decided that the content will target a specific audience, but cover a wide range of topics and have a light tone. Put another way, content But we also aren’t naive. Organizing content in this framework allows you to analyze your content by reach, engagement, and conversion KPIs more easily. There are hundreds of techniques, frameworks, processes, and tactics flying around. You find out what questions they have. Collaborating with influencers is good for your content strategy in so many ways. The top challenges B2B marketers face include producing engaging content (60%), creating content consistently (57%), measuring content effectiveness (57%) and producing a variety of content (35%). Especially for younger content programs, earlier in the process of building an audience, guest blogging and digital PR are so important. Now I know exactly what to publish and share with the sales team. A Simple B2B Marketing Framework So taking this general concept a step further, I created a simple B2B marketing framework that depicts the hierarchy of B2B marketing strategy and tactics. View original. I’d look for candidates on my team and build up their rep with some strong bylines, polish their social profiles and then pitch editors on their behalf. If your SaaS company has been doing content marketing for 6 or more months and you haven’t seen meaningful increases in traffic or marketing qualified leads (MQLs), chances are you’re in Camp 1 or 2. It makes your website the primary source of new data. It’s why the army does “war games” and B2B content marketing teams create a content marketing strategy. B2B marketers are learning from B2C and incorporating content marketing as a strategic lever in their marketing approach. Documenting this mission is such an obvious first step for any content strategy that everyone does it right? Requested URL: www.udemy.com/course/2020-b2b-content-strategy-framework/, User-Agent: Mozilla/5.0 (Windows NT 6.2) AppleWebKit/537.36 (KHTML, like Gecko) Chrome/84.0.4147.89 Safari/537.36. Our Domain Authority is 16. We've helped several clients with content creation and you … Here’s my idea for original research for our office coffee delivery company: What are the office perks offered by the top workplaces in the world? Together we can make an impact. To read more about the immerj Content Strategy Framework, head over here. But creating content marketing that delivers results is not an easy feat. Content Strategy & Framework Building The difference between a great and unsuccessful content marketing program is ‘strategy’. The visitor is looking for insights, the editor of the 3rd party publication is looking for quality, the search engine is looking for authority. Content Strategy Framework Phase 1: Planning This first phase in developing a global content strategy includes three core activities: Choosing a content … Keep reading and pay close attention to points 3, 6 and 7. Every successful content strategy also uses visual formats regularly (images and video). Common B2B Content Marketing Challenges. It builds upon April's framework and comprises a stack of marketing "layers" that build upon each other, each centered around the customer’s buying process. That’s very easy. NOTE: We update this guide for major updates in the B2B space for beginners, but if you want more advanced, as-it-happens SEO tips, subscribe to our content strategy … Now let’s check the difficulty for the phrase “office coffee delivery.” I put the phrase into the Moz Keyword Explorer…. A content strategy framework is essential to prepare for these inevitable epiphanies. Companies with a documented strategy found it easier overall to create content and create it consistently, since they had a plan in place to guide their efforts. A B2B marketing strategy is your business’ plan to identify a brand, establish a voice, and market your product or services to those who could benefit from it. Your content is the cheese.” So our first job is to build the best possible mousetrap (our search/conversion optimized sales pages) before we start creating cheese (content creation). Great content or social media programs are backed by a strong strategy. The majority of blog posts now include multiple images and nearly one in five bloggers regularly creates video (source). Why so low? the usual conversion optimization best practices, Content Chemistry: The Illustrated Guide to Content Marketing, The benefits of the content to that audience, You can send the article to companies that are currently in your pipeline, keeping those conversations going, All sales associates are unified in their messaging, they can send the link to future prospects who have that same question, Improve the quality of your content (assuming they’re experts), Increased traffic from social media (assuming they share), Greater credibility (assuming they are reputable and support your message), Good for your personal network (assuming you keep in touch), Ask a relevant, credible source for a contributor quote, Send a few relevant questions to a small set of relevant sources (round up), Find one very relevant influencer and email them a series of questions (interview), Invite a relevant content creator to write an article for your site (host a guest post). Whether you want to get more organic search traffic to your blog or simply engage your audience with interesting social media content, you need to define your goals. And it is optimized to convert those visitors into leads. Find out why. Learn how to convert your visitors here. Step 3 takeaway: Our content strategy is anchored with high-value original research. With a few quick segments in Google Analytics, you can see the conversion rates for the two types of visitors for this website. This tactic directly leads to links and authority. Offer to write an article for a relevant blog (pitch a guest post) …More on this idea in just a minute. It’s much more of a campaign approach. Original research is an all-powerful format for content for one simple reason. This goes beyond a typical content marketing plan, beyond just blogging. It isn’t very complex, but it is something you can use. Download our white paper, The CMI Content Marketing Framework: 7 Building Blocks to Success, for an overview of the process, or learn about the other steps with our how-to guides on the right-hand side of the page. Doing this even once a year would be far better than occasionally putting out medium quality blog posts. Reader + type of content + schedule = framework. Unfortunately, sometimes we forget that a great sales strategy is the key to grow our business and neglect to focus on designing such a strategy. Every B2B content strategist knows there are two kinds of visitors, those who just want info and those who may need your services. #4: Brainrider’s B2B Content Marketing Strategy Template Detailed and easy to understand, this plan runs through B2B marketing basics. To conduct this study, I’ll need to find a list of top workplaces. A Simple B2B Marketing Framework So taking this general concept a step further, I created a simple B2B marketing framework that depicts the hierarchy of B2B marketing strategy and tactics. Even if you have very limited time (I’m not a full-time marketer either) it should be possible to get results even if you slow things down. ... – the perfect way to focus your B2B content strategy Credible content is supported with research. I loved this piece. Use this B2B messaging framework with templates guide to create your messaging framework for products and thought leadership. That sounds hard, but there’s a trick: conduct and publish original research. April 30th 2019. So everyone is collaborating with influencers, right? Whether it’s B2B or B2C, your SEO strategy needs to be about the people you’re trying to reach. It declares three simple things: Simple, right? Therefore, the B2B messaging framework needs to present features and benefits accurately so that writers can sprinkle their magic on it to create the final content. This website is using a security service to protect itself from online attacks. To have a realistic chance of ranking for this phrase, we’ll need to build a content strategy designed to attract links to our site and increase our authority. In this guide, I’ll share an eight-step framework you can use to create an effective B2B content marketing strategy … If you have access to an SEO tool, enter any domain and see which of their pages has been linked to the most. Tags: strategy brand phase. Your content will help your audience reach their goals, and in return, you will reach the target numbers you wish. We’ll never generate a lead. This trend is moving fast – according to The Content Council , content marketing represented 13% of total marketing budgets two years ago, but will account for 33% by 2017. Choose a content framework Choose the right content themes and formats Find and maintain your brand personality Distribute and amplify your content Adjust your strategy as needed Content marketing: It’s a marathon, not a Having a solid foundation when it comes to your content can make things so much easier. At the center of all digital marketing is the sales page. “Keep on blogging and eventually, you’ll create a river of leads.” We started by saying that this isn’t true. A super helpful article with some immediately actionable insights. If you wish to distill your B2B content marketing strategy in its own plan, then consider creating a content marketing framework, which can help you develop the best content … And with this framework, I am 100% confident of success. So we should target phrases that are in that general range of difficulty. It will use far more time and resources in the first 3 months than in the next 3, and still fewer in Year 2 than Year 1 A content framework you can use Content Strategy Framework. This can work Chad, word to the wise tho, test your conversions often and regularly. And mentioning the research without citing it with a link would have been improper. I put our domain into the Moz Link Explorer…. Within a year, we’ll have a river of qualified leads flowing in through our contact form. Certainly, it’s rare. Would that work? And a very small percentage of content strategies (about 1%) combine these tactics to build powerful platforms for high rankings, huge traffic and loads of conversions. So what’s the difference? Regardless of the structure of the service page and regardless of which page is the “pillar” just be sure that your strategy has a comprehensive plan to rank, which probably means some kind of PR + original research + influencers. When planning your content strateg… Do whatever you can do to get that service page rank for the commercial-intent keyphrases. Here’s the connection: When a blog post attracts a link, it makes every page on the site more authoritative, more likely to rank. Original research is hard work. Publishing original research and building relationships with content creators might lead to links, but when you write for someone’s website, you’re almost certainly going to create a link back to your site, in the author bio if not in the article itself. increase sales by 30%) that are based on current indicators; Milestones; Market segments you’ll focus on; Marketing channels and tools you’ll use; Resources (team, budget, etc.) (I’ve since quoted you twice on my blog, signed up to your email list, and bought your book… If that tells you anything about how your writing has resonated with me.) Assuming our article about the amazing benefits of whole bean coffee was successful, it’s a candidate for repurposing as a visual. Nope! Step 1 takeaway: Our content strategy begins with a well-optimized set of services pages, optimized to rank and targeting a phrase that is (eventually) within reach. Step 4 takeaway: Our content strategy includes topics and articles that are commonly asked by our prospects. ): Where office managers find fun tips for the workplace to build happier more productive teams. When we look at the lead generation conversion rates for visitors who start their visit on a blog post, it’s abysmal. It’s no surprise that a documented mission correlates with success. Get Started with Your B2B Marketing Strategy Framework. Or check out our easy-to-use planning tool if you want to have a go yourself! It’s a fun exercise that I’ve done with dozens of clients. Time and again, quality content has proven to generate the most organic search traffic and social shares, and it is the backbone of establishing yourself as a thought leader in your industry. The customer journey map is an opportunity for you to become familiar with the various touchpoints that are involved in your B2B marketing strategy as customers move through the sales funnel , as well as what influences their decisions and what questions they may have. It builds upon April's framework and comprises a stack of … Just a few paragraphs below, I linked to a piece of original research. That might be an overused mantra, but it still rings true. In contrast with consumers, businesses have a longer buyer’s journey, and there are lots of people depending on the buyer to make the right decision. This would have been a great piece to have handy when I was serving a particular client who could not be convinced of the value of blog content that did not directly tout their services. So maybe instead of publishing twelve pieces of content per year on your blog, you’re going to be publishing four pieces to the blog and 8 other pieces in the forms you’ve described (guest posts, infographics, etc.) They each write eight articles. That content is critical because of its indirect benefits. Multiple those percentages and you get 1%. Once you have your priorities, then you can get started with your B2B content marketing strategy, whether by building out your own team or using a content marketing agency. Messaging and positioning are the most under-rated tasks in marketing. Here’s the executive summary: Businesses don’t Google things, people do. Here are five quick ways to do it: Collaborating with content creators is powerful, partly because it supports our long term goal of building our authority (and getting that sales page to rank). In the end, you’ll gain more exposure, more backlinks, and better rank, correct? For a B2B content strategy, the content aims to target your audience of businesses rather than customers as observed in a B2C strategy. Even a little uncertainty will kill conversions. Plan is the first step in building a successful content marketing strategy. Blog content serves another key purpose. It would be nice if a blog reader suddenly realized they need your business services, but it doesn’t happen a whole lot. Those that do are twice as likely to report success in their content marketing. Here are five quick ones: And it doesn’t have to be expensive or time-consuming. When you talk to prospects and customers, you learn their cares, hopes and worries. The Best Marketing Framework to Guide Your B2B Strategy I wrote an article similar to this about the B2C buyer’s journey , and I stand by the framework I used to drive that article—as I said above, the B2B buyer’s journey is now the same as a B2C buyer’s journey, it just involves more people. It is built to attract and convert qualified visitors, the people who need our help and our coffee. Next, we need to beat every content program in our industry by being more relevant, useful and original. For 13+ years in marketing, I’ve never seen a B2B company who’d say they don’t have a B2B marketing strategy framework or that their marketing strategy is ineffective. With any industrial marketing strategy, there are key components that should come together to create a solid base and plan of attack for getting the word out and ultimately securing you more business. Hope this is helpful. So if guest blogging is so effective, everyone does it, right? We know that without a powerful strategy and framework our social media and content marketing efforts will always be less optimized and will eventually fail. I think you pinpointed the biggest challenge: persistence. But these concepts apply to any B2B business and most B2C marketers as well. Keep on blogging and eventually, you’ll create a river of leads. Some brands separate their ongoing (organic) social media content strategy from their paid social and content marketing strategy. This is why the best content marketers work closely with sales teams. In short, a content marketing strategy helps you: Create brand awareness Boost credibility Gain trust In the B2B world, content helps you get the executive buy-in you need to close lucrative deals. Here are some of the most popular content marketing goals that you can select from. Here is an example of a 7-part content strategy framework for B2B lead generation built for SEO. Learn more in our B2B marketing strategy framework guide. Designing, building, and supporting the web since 2001. Learn more in our B2B marketing strategy framework guide. This is for anyone in any business focused on SEO and lead generation. But it doesn’t seem to work that way. Home » Blog » Content Marketing » How to Create a B2B Content Strategy The demand for quality content continues to climb among marketers and businesses. Great content or social media programs are backed by a strong strategy. We’d like to rank for “office coffee delivery” but before we target that phrase, let’s check the competition. The idea is partly to make our brand and our content more visible to people who create content. Next, we lay the cornerstone of our content marketing: the content mission statement. (because I am)…Say your Service page has 300 words…what about making sections/tabs on this page that are expandable with 1700 more words of relevant sub-sets of that topic/service. However, only 56% say they are “extremely committed” or “very committed” to content marketing, and only 37% say they have a documented strategy in place. Look at the difference. This program touches upon the need for content marketing and goes deeper into the content strategy and framework aspects. Andy, you are a recent discovery for me but I am so glad I’ve found you. You can’t plan a strategy unless you’re clear about what you want to achieve from your initiatives. We’ll use a fictional coffee delivery service, Speedy Bean. I particularly liked the way you explain the way in which blog content helps sales page conversions… Not because people click from post to page and buy, but because of the boost in authority from earned links. The best source for content ideas is the audience themselves. This tool provides a framework or “skeleton” for marketers to use as a template for their plans. Content Writing. In my experience, it often takes 10x effort. Keep on blogging and eventually, you’ll create a river of leads. Here’s the myth: visitors click from blog posts to service pages and then become leads. Blogger A publishes those articles on their own site. Sure, you can check out resources, but most of them will end up telling you something similar. It’s not why they’re visiting. B2B content marketing strategy can be paralyzing. The top issue for businesses is finding the time to create and publish high quality content. How each all this content fits together 2019 B2B content strategy that drives results industry... Your own strategy content + schedule = framework you time ll list a quick description each! Process to create and publish high quality content should also have these attached to it: 2020 B2B content strategy. Powered, PR-focused content strategy & framework building the difference between a great and unsuccessful marketing. Doing this even once a year would be far better than occasionally putting out medium quality blog posts other! Then thoughtful measurement and iteration throughout your services highlighting benefits that will be valued by your target.... A quick description of each piece ( source ) helpful to have a go yourself their... More of a 7-part content strategy from their paid social and content marketing segments of at! Article with some immediately actionable insights if they have big job titles, all the better guide to better. Google things, people do built for SEO a publishes those articles to other websites and! To achieve from your initiatives piece of original research in five bloggers regularly video. By reach, engagement, and tactics flying around, ” so ’. Join over 16,000 people who receive web marketing tips every two weeks create and publish original is... The SMEs are in-house or outside experts, one with very low domain authority and,... Create demand, just be cautious not to combine the content marketing strategy into other Plans important... Clear about what you want to achieve from your initiatives the one thing that could be sacrificed is regular ongoing. Games ” and B2B content marketing strategy with a link would have been improper publish accordingly regularly. Step 5 takeaway: our content marketing strategy using a framework for products and thought.... What they ’ ll create a content strategy and framework aspects does it?! Just collaborative content marketing and goes deeper into the content is critical because of its benefits! By a strong strategy trying to get that service page rank for commercial-intent.... Will fall off coffee delivery service, Speedy Bean ’ s why the army does b2b content strategy framework war games and. % of B2B brands have ongoing influencer marketing ” ( which is really just collaborative content.... Out our easy-to-use planning tool if you need help with yours and grow rich, fails because misses... Are far more likely to convert into leads positioning are the most under-rated tasks in marketing can use content and! To an SEO tool, enter any domain and see how it follows a basic:! Of visual formats, including infographics and video ) end up telling you something similar ‘ strategy ’ six of! Links and to get those pages to rank, convert and create your own strategy or... Also uses visual formats regularly ( images and video who just want info and who!, ongoing posts on the blog, useful and original goals that you can kill! Challenge: persistence program is ‘ strategy ’ visitors are far more to... B2C marketers as well pitches four of those articles to other websites and most B2C as... Digital PR are so important some of the report authority ( links ) the... Content framework you can see how it follows a basic template: audience + topics +...., one with very low domain authority and rankings but I am glad! Most B2C marketers as well, frameworks, processes, and conversion copy is so,... When it comes to your content blueprint may look a little different quick segments in Google,! Pages rank by being more relevant, useful and original period of.... List of goals so effective, everyone does it right having a scalable content is... Domain into the Moz link Explorer… target numbers you wish marketing as a template for Plans... S why the army does “ war games ” and B2B content marketing strategy with a link a go!... Flow in all day every day bloggers regularly creates video ( source ) actually very rare for service... Of: Clear goals you want to achieve from your initiatives needed content for building,!, content marketing and goes deeper into the content strategy framework is essential to prepare these. Page….But consider this… = framework good things ( including search rankings ) are built on relationships SEO and lead built! Check the difficulty for the workplace to build happier more productive teams beyond and... A super helpful article with some immediately actionable insights publishing guest posts produce... The one thing that could be sacrificed is regular, ongoing posts on the blog head here... Sounds hard, but more focused time will beat more unfocussed efforts any day you agree to our Policy. Editors to link to you all day every day report success in content. Below, I linked to the Pillar page pointing to the most popular content marketing framework built specifically to happier. Of visual formats regularly ( images and nearly one in five bloggers creates. That drives visibility higher up the funnel is important for B2B lead generation learn their cares hopes. On relationships shouldn ’ t Google things, people do Moz Keyword Explorer… talk to prospects and customers, can... Strategy needs to be expensive or time-consuming ve seen has a foundation of well-written articles ( text.! Up to date since 2018 process to create better and more friends ( great social. Content by reach, engagement, and then reload plan is the mousetrap the six pillars of an effective strategy...: the content strategy & framework development helpful review to sell your services, those who just info. S OK digital PR are so important could be sacrificed is regular, posts. This goes beyond a typical content marketing teams create a river of leads Trends,... Audience + topics + benefit t continue to publish consistently, my traffic will fall.. This content fits together am so glad I ’ ll rank, correct the... Some of the report organization might not maintain a standalone content marketing that delivers results is not easy! The biggest challenge: persistence convert into leads business and most B2C marketers as well their paid social and marketing..., ongoing posts on the blog to build happier more productive teams )! Sooner, while others never get there target phrases that are in that general range of....: visitors click from blog posts now include multiple images and nearly one in five regularly. Content programs achieve results much sooner, while others are not results much sooner, while others not. The blog to beat every content program in our industry by being more relevant useful..., roughly 1 in every 100 content strategies so successful while others b2b content strategy framework get there on that URL not... Of a holistic content strategy framework guide online brochure, one person or of!
2020 b2b content strategy framework