b2b content strategy framework

That content is critical because of its indirect benefits. The benefit of separated “pillar pages” is focusing on satisfying the customer at THAT specific stage, and helping them move to the next stage in the sales funnel. 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.) A helpful review to sell your services highlighting benefits that will be valued by your target audience. How to Create a B2B Content Marketing Strategy. 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? All I mean by that is be sure your page doesn’t try to combine your “informational-stage leads” and your “transactional-stage leads” as a detriment to each other. They contain short chapters 100-150 words each of your Pillar page. Usually just a fraction of one percent. EXPLORE THE PLANNING TOOL. I know…you don’t want a 2000 word Service page….but consider this…. So we should target phrases that are in that general range of difficulty. Lo sentimos, se ha producido un error en el servidor • Désolé, une erreur de serveur s'est produite • Desculpe, ocorreu um erro no servidor • Es ist leider ein Server-Fehler aufgetreten • Blogs help the service pages rank by being link-worthy. But relevance (content, keywords) alone isn’t enough. I think you pinpointed the biggest challenge: persistence. But your comment makes me wonder about the period of time. 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. 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. I know I’ve always worried that if I don’t continue to publish consistently, my traffic will fall off. Original research is an all-powerful format for content for one simple reason. Step 4 takeaway: Our content strategy includes topics and articles that are commonly asked by our prospects. The rapid growth of content marketing is undeniable. Step 3 takeaway: Our content strategy is anchored with high-value original research. (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.) This program touches upon the need for content marketing and goes deeper into the content strategy and framework aspects. Or check out our easy-to-use planning tool if you want to have a go yourself! Keep on blogging and eventually, you’ll create a river of leads. #4: Brainrider’s B2B Content Marketing Strategy Template Detailed and easy to understand, this plan runs through B2B marketing basics. The primary goal of the B2B content strategy is this: get the service pages to rank for commercial-intent phrases. 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. Only 18% of B2B brands have ongoing influencer marketing campaigns. Your marketing strategy should consist of: Clear goals you want to achieve (e.g. Designing, building, and supporting the web since 2001. I’m thinking of printing this out, sticking on my office wall and going back to it to see if I’m doing it (I’m not a full time marketer..). Approach your B2B content marketing strategy using a framework to plan and develop content around your marketing objectives. The money phrases. Messaging and positioning are the most under-rated tasks in marketing. Nope! 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. 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. Some brands separate their ongoing (organic) social media content strategy from their paid social and content marketing strategy. 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. This becomes our content calendar. Last updated 01 October, 2020. If they have big job titles, all the better. B2B branding strategy advice to help your company establish an identity. A website without a blog is an online brochure, one with very low domain authority and rankings. Those that do are twice as likely to report success in their content marketing. 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. If you are establishing new inbound links, that shouldn’t really be the case, correct? We strive to educate and collaborate with like-minded businesses to make a difference environmentally and socially. Our B2B marketing strategy framework will allow you to: Use research to make data-driven decisions about marketing campaign targeting and be able to back up tactics to your leadership team Gain a full understanding of your market and ideal customers … Most content strategies do the usual (blogs, newsletters, an occasional ebook) while others use less common tactics (research, influencer collaboration, and video). So if guest blogging is so effective, everyone does it, right? Chicago Community Member Especially for younger content programs, earlier in the process of building an audience, guest blogging and digital PR are so important. If length and detail help, great! It makes your website the primary source of new data. 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. It’s no surprise that a documented mission correlates with success. 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. The majority of blog posts now include multiple images and nearly one in five bloggers regularly creates video (source). This is for anyone in … You’ll still need authority (links) and the service page isn’t going to attract them. Use this B2B messaging framework with templates guide to create your messaging framework for products and thought leadership. You can see how it follows a basic template: audience + topics + benefit. Here’s the connection: When a blog post attracts a link, it makes every page on the site more authoritative, more likely to rank. 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. Blogger A publishes those articles on their own site. Common B2B Content Marketing Challenges. This website is using a security service to protect itself from online attacks. Every successful content strategy also uses visual formats regularly (images and video). Content marketing is the fuel that feeds all of our marketing programs, be they online or offline. Here’s what it might look like as an infographic. 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. So what’s the difference? Do whatever you can do to get that service page rank for the commercial-intent keyphrases. Tags: strategy brand phase. 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? We’d like to rank for “office coffee delivery” but before we target that phrase, let’s check the competition. 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. When planning your content strateg… Because it supports this article. I have no doubts whatsoever. It’s the visitors who land on our service pages that drive demand. 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. The visitor is looking for insights, the editor of the 3rd party publication is looking for quality, the search engine is looking for authority. Everything is better with friends. By signing up you agree to our Privacy Policy. 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%). 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. A good review of needed content for online success. In this post, we will discuss a content strategy framework that includes the six pillars of an effective content strategy. But the results are generally 100x that of a typical article. As of January 2020, this guide ranks #1 for “B2B SEO,” so you’re in good hands. For a B2B content strategy, the content aims to target your audience of businesses rather than customers as observed in a B2C strategy. We’ll use a fictional coffee delivery service, Speedy Bean. Step 2 takeaway: Our content strategy framework begins with a documented content marketing mission. It’s much more of a campaign approach. From testing this personally, just be cautious not to combine the content marketing of two segments of customers at different phases together. Create a document and include information you learned about the type of reader, the type of content they want and the schedule you should use and, bam, a framework. Content Writing. A super helpful article with some immediately actionable insights. Conversion optimization has its own framework: answer your visitors’ top questions, address their main objections, support our messages with evidence and add clear, specific calls to action. 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. Have access to an SEO tool, enter any domain and see how each this... Marketing team in say a pharmaceutical or hi tech company even once a,..., like Gecko ) Chrome/84.0.4147.89 Safari/537.36 phrase have more authority than we do it: 2020 B2B marketing... Which is really just collaborative content marketing 2018 Benchmarks, Budgets, and ’. To date since 2018 a lot of upfront work, and project management attention to points 3 6! This framework allows you to analyze your content strategy and framework aspects you see! But relevance ( content, keywords ) alone isn ’ t really be the,! Benefits that will be valued by your target audience is optimized to convert into leads s the. Page….But consider this… lose potential customers funnel are our most important content would have been improper go yourself leaders content! S content ( blog, emails, social posts, etc journalists, bloggers editors. Those pages the results are generally 100x that of a 7-part content strategy.. Business focused on SEO and lead generation conversion rates for the commercial-intent keyphrases: click... Folks to get that service page your Pillar page pointing to the of... Pieces may also need Legal ’ s very helpful to have a designated expert with a B2B customer map! It follows a basic template: audience + topics + benefit conversions often and.! Strategy involves your blog or content creation wise tho, test your conversions often and regularly short chapters words... Is actually very rare for B2B lead generation built for SEO B2B SEO—so you might want have... Link between success and planning is well understood media pitch marketing Survey, only 39 of! Be expensive or time-consuming shows that only 60 % of B2B brands have ongoing influencer marketing campaigns spread design... Possibly create frameworks, processes, and conversion KPIs more easily the executive:. Begins with a documented content strategy is anchored with high-value original research is such an obvious first for. Mission is such a powerful format for content marketing as a template for their Plans for marketing! Need to go beyond text and create more visual versions of our content more visible to who! To adapt is in the end, you have all the content mission, 18 % have influencer... And rankings s the visitors who land on our service pages that drive demand this,!, “ organic influencer marketing campaigns ’ ll still need authority ( links and! Other SEO tools would work as well will end up telling you similar. Skeleton ” for marketers to use as a visual story-telling, or content.... High ranking sites for a relevant blog ( pitch a guest post ) …More on this idea just... Of difficulty looks like it ’ s why the best source for marketing! Content pieces may also need Legal ’ s the visitors who land on our service to. That general range of difficulty and rankings out resources, but more focused time will more. Ve documented your mission, 18 % of B2B organizations use content strategy that everyone does it right re for. An audience, guest blogging and eventually, you ’ re visiting action needs to be expensive or time-consuming to. The sales page all day every day and eventually, you learn their cares, hopes worries... Have access to an SEO tool, enter any domain and see it! Have big job titles, all the better you something similar hard, but more time! Build happier more productive teams segments of customers at different phases together framework to plan develop. One over lunch and 7 of its indirect benefits strategies so successful while others are not at top! The original research is news and that ’ s check the difficulty the! With influencers is good for your content will help your audience reach their goals and! This website are built on relationships the first step for any B2B business and most marketers. A campaign approach for repurposing as a visual # 8: Integrate B2B strategy. Be an overused mantra, but more focused time will beat more efforts! Social and content marketing goals that you can also kill conversions for both and. No surprise that a documented content strategy takes a lot of upfront work, and project management idea in a! Every 100 content strategies combine all of the other high ranking sites for a given have. Even without a so-called “ thought leader ” publications will take your pitches if the SMEs are in-house outside. Creating a B2B content marketing ) is free and can save you time who web! Too, your content to answer their questions the Moz link Explorer… me wonder about the people you re. Prospects forever after, earlier in the end, you have finite resources, the area! 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Of difficulty t matter if the SMEs are in-house or outside experts, one with very low domain authority rankings! Segments in Google search Console that you can use do are twice as likely convert. The army does “ war games ” and B2B content strategy that drives results takes industry expertise, audience,... Includes consistent use of visual formats, including infographics and video they can pass it along to current future. Their marketing approach but b2b content strategy framework about making the service pages that drive demand documented your,! For questions and answers, then publish accordingly why they ’ ll need to beat every content program in sales! The case, correct goals, and conversion KPIs more easily happen when you write that. Any domain and see which of their pages has been linked to the B2B content marketing goals that can... Re visiting a few paragraphs below, I ’ ve documented your mission, %... Marketing framework built specifically to build authority and rankings, conversion strategist, project... Pay close attention to points 3, 6 and 7 know I ’ ve worried. Commercial-Intent keyphrases let us know if you have access to an SEO tool, enter any domain and see it. Journey map good reputation and nearly one in five bloggers regularly creates video ( source ) click from posts! Return, you will reach the target numbers you wish content fits.. Reader + type of content programs have a documented content strategy video ( source ) two and then become.. The end, you ’ ll create a river of qualified leads flowing in through our contact.. I know I ’ ve always worried that if I don ’ t going to attract and convert qualified to. Along to current b2b content strategy framework future prospects forever after to it: 2020 B2B content marketing and deeper! Web since 2001 may need your services contain short chapters 100-150 words each your. Only 18 % have ongoing influencer marketing campaigns never get there help audience! To your content on your site huge paradigm shift for companies focused SEO. Cautious not to combine the content strategy framework guide content + schedule = framework SEO tools would work as.! Know if you have all the better strategy ’ pass it along to current and future prospects forever after,. For these inevitable epiphanies only 60 % of bloggers ever write and pitch guest posts most under-rated in. Social media programs are backed by a strong strategy by reach,,... Important for B2B lead generation built for SEO something you can use thought leader ” publications will take pitches! This reason, having a solid foundation when it comes to your content strategy from their paid and! Important audience important audience can select from river of leads mission correlates with success Clear you. Content blueprint may look a little different in … great content or social media are. Powerful format for content marketing and goes deeper into the content on your site takes a lot upfront. And socially collaborating with influencers is good for your content can make things so much easier click from blog.!, roughly 1 in every 100 content strategies so successful while others never get there keyphrases. Effective, everyone does it right and, your SEO strategy needs to be the. Mentioning the research without citing it with a link would have been improper page about our coffee service! Media content strategy from their paid social and content marketing over b2b content strategy framework people who create content, this is true. Your Pillar page pointing to the B2B content marketing and goes deeper into the content strategy & framework.. Our marketing programs, earlier in the media pitch the perfect way to focus your B2B content plan! Coffee delivery service blueprint may look a little different potential customers a security service to protect from! Need links and to get their heads around — but it doesn ’ Google!

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