Your B2B Content Marketing Strategy
When thinking of the top B2B content marketing best practices, it’s not one across-the-board, one-idea-appeals-to-everyone approach. The idea is to tailor your specific B2B content marketing strategy with multiple factors in mind, including (but not limited to) evolving trends, your key demographic, your marketing approach (TikTok? Facebook? Instagram?) how you want to be viewed by users, and how much engagement you’re likely to have with your customers.
Read further to gain insight into how you can create the most effective strategy for your company based on ever-changing content marketing trends as well as tried-and-true marketing methods.
Content Marketing Trends
The word “trend” brings to mind a passing fancy; a fluke. However, when it comes to B2B content marketing trends, certain types of marketing may come and go, but the core ways to engage users doesn’t usually change.
The message may be the same, but the method of delivery may ebb and flow depending on cultural fads, applications, interests, and of course, the unforeseen ways that products and services can rise to the top of SEO searches and users’ “must-have” lists based on engagement.
This is where consumer-based marketing comes into play. Putting the focus on the customer instead of the company or product is a clever and effective way to gain traction and get more eyes on your company. How does this happen?
Essentially, you appeal to a buyer’s emotions. You want to be a part of their lives for as long as possible, evoking brand loyalty, which in many cases, can be a lifelong relationship between company and consumer. How do changing content marketing trends lend themselves to forging solid, long-term relationships?
Making use of multiple platforms to engage customers is a winning formula when it comes to the magical marriage of B2B content marketing best practices and an irresistible B2B content marketing strategy.
Multi-Platform Marketing
Any marketing professional worth their salt will tell you that in this era of instant gratification, phones and tablets in every hand or bookbag, Apple watches, digital music platforms, advertisements coming from all directions, and email, text, and Twitter notifications, it can be difficult to grab consumers’ attention.
They have to sift through the noise to hear and see your message, and it has to be good enough to engage them in the first five seconds. Yes, you only have a few precious seconds before a bored user may close your ad, scroll past your post, or delete your email. Make it count!
A great example of multi-platform content marketing trends is used by music giant Spotify. Say, you really enjoy LCD Soundsystem. You listen to them sometimes and have their albums in your Saved list. So, the band announces an upcoming tour.
Do you get an email about that tour? No – however, next time you log onto Spotify to listen to music, a screen pops up to tell you the band you like is touring, then directs you to the ticketing website to purchase tickets, all without leaving the Spotify app. It’s simple but very effective. You logged in to hear a song and ended up purchasing concert tickets!
While some companies focus their attention on social media, others are taking to trendy apps like TikTok to reach a younger demographic or just grab attention for marketing that may be missed on other apps like Instagram or Facebook, where spotty algorithms can hide marketing content from potential buyers. Reach across platforms to cover all of your bases, and get creative when planning your B2B content marketing strategy.
Bring Users Along for the Ride
Engage in B2B content marketing trends that connect with buyers personally and involve them. Tell them stories about customers or businesses affected by your products and how they can help. Share success stories, be human, be emotive. Encourage users to tell their own stories. Respond to customers in comments and chats – buyers love responsive companies!
Show and tell users personal stories about your employees, about the company’s background, about the good things your business does to help others and the world. Hold contests and giveaways, encourage users to share posts and images to drive engagement, and post on multiple platforms multiple times a day.
Connect with users about popular culture – if a TikTok trend is taking off, riff on it in your social media posts. Buyers enjoy a down-to-earth brand and salt-of-the-earth B2B content marketing strategy. Make your customers part of what’s wonderful about your company and you’ll win loyalty for life!
Contact MDINC today for more information on how to customize your content for the most effective engagement!
