The nature of b2b content marketing continues to grow in sophistication with email, social media and SEO techniques. Staying up to date with these online marketing tools will increase your odds of expanding your sales opportunities. Content marketing can be tedious and take many months to develop correctly, but it can set you on a course for building important long term business relationships.
Email and Newsletters
Email is still a top generator of sales from b2b content marketing. Newsletters delivered through email are important because they link to landing pages. From an inbound perspective, email addresses can be used as contact information on a website that attract potential customers. From an outbound perspective, email can be used to ask permission from business representatives if they want to be put on an email list for newsletters, announcements or product deals. Building an email subscriber list is still the most powerful way to cultivate an online market of buyers.
Creating a relevant email campaign is the payoff from developing an extensive subscriber list. Ultimately, you want to automate the basic redundant work and personalize engagement with followers anyway you can, whether it's through email or social media interaction. Content marketing is becoming more and more about customized and personalized experiences. Outbound marketing, which is mass distribution of the same message without permission usually through advertising, still helps generate sales, but it is rapidly being overshadowed by inbound marketing, which is the art of creating rich content online that attracts a crowd of followers.
You can expand your b2b content marketing into social media sites like Facebook by starting a new profile tab that invites users to sign up for your emails. Over time you will be able to increase your subscriptions the way you did by reaching people with email, except the list will grow more organically and require less effort on your part. Using social media is easily the most cost-effective way to build your marketing list. By offering coupons on your social media profile you will attract a growing base of business followers who eventually convert to customers.
Giving people the opportunity to subscribe to personalized emails that provide industry tips they are looking for is another excellent way to develop cross-channel lead-nurturing. These tips can be delivered in the form of white papers or other media files. Using your social media tabs as gateways to your business is the key to maximizing engagement with your online followers. You can also build "custom audiences" on Facebook similar to Google Plus "circles," which help you categorize your social media users into customers, prospects and other groups. You can also buy highly targeted advertising on social media sites.
Search engine optimization is constantly evolving, which can be frustrating to content marketers who must keep revising their content. But SEO is still the most powerful form of free marketing. The more you can convince search engines that your site is meaningful to a specific target audience, the more they will reward your articles, blogs and landing pages in their search rankings. One of the best advantages you can have with SEO is creating web content that can only be found on your website.
Original content can be promoted in your email newsletters, which can link directly to your web pages, which can also link back to your email signup page. Content is what keeps people interested in your brand whether it's videos, blogs, reviews or reports. This type of b2b content marketing will alert search engines that you are doing what they want, which is to improve the user experience.
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