In the last couple of years, B2B content marketing and brand awareness have changed drastically.
Changes in Google have forced businesses to move away from spammy, artificial link-building and useless content to gain search rankings.
In today’s competitive climate, brand awareness is a top priority and social media plays a huge part in that. What this means is that creating quality content, and developing a sound strategy for getting that content out to potential customers is the key to building B2B brand awareness.
Effective B2B content marketing starts with the content. Well thought-out content provides value. It educates, entertains, and generates interest in learning more about your product or service. It needs to be well placed and well timed. Content takes many forms these days. Blogs, social media posts, white papers, slideshows, and video are just a few.
There is no short-term quick fix when it comes to B2B content marketing. Buying follows, barraging your social media sites with sales-heavy material,and buying links will not help you. These methods will hurt you.
When you provide value in your content, whether it be on your blog, website, or social media, you will build brand awareness naturally. When it comes to social media, sites like Linkedin, Google+, Twitter and YouTube are the ones you should be focusing on. Facebook is great for B2C marketing, but not so much for B2B content marketing. It is important to remember that just throwing content up on your sites is not good enough. You are building relationships and in order to do that you must engage your audience. Pay attention to your blog’s comments, and comment back. Re-tweet, share and +1 relevant content.
When it comes to your website, make sure to engage your readers with video, informative content and downloads that provide value.
Finally, utilize analytics to find out what is working for you. There are a ton of tools out there that can help you find out if your content is hitting the mark. Finding out how people are getting to your site, who is re-tweeting or re-blogging your content, how many page views you are getting. All of these methods can help you build a content marketing strategy that wins you increase your search ranking, increase your leads, and ultimately increase your sales.