The most difficult thing about B2B marketing is that you're trying to reach a target audience where customers have their own customers, read the same blogs, follow the same trends, and try the same new approaches. You may value your marketing efforts on a professional level, but you will not press their emotional buttons and you will not get into the head as you would expect from a single consumer who does not keep track of the latest developments in account-based marketing over the weekend ,
It's like a martial arts movie when rival masters can finally compete and only compare and admire each other's advanced techniques rather than actually fighting. What can you do if Flash and Innovation can not deliver the conversions you want?
They can give them resources that they can actually use and teach them things they need to know. In other words, you can do content marketing. As Seth Godin noticed When he was introduced to the concept, content marketing is "the marketing that's left". When everything else is exhausted, high quality content will still attract interested clicks and eyeballs.
With content marketing, you create brand value by creating and hosting original content that has real value and relevance to your audience. Content marketing is great for generating organic inbound links, and informative content is always up to date, especially text. Video and other multimedia content often quickly loses relevance.
When your audience reaches out to get information and solve problems, you build true and meaningful relationships that empower your customer relationships and enable continuous, passive lead generation.
What great content marketing looks like
Content marketing works when it's based on a strategic plan. You need to know who you are creating the content for and why it is needed – which questions will be answered by the content or which issues will be resolved.
From there you have to answer all sorts of tactical questions: Which channels should you use to promote your content, which media formats your audience is most comfortable with, how often they want to be published, and so on.
Single grain is a good example of a company that knows what it does with its content marketing strategy. They are themselves marketers and give a lot of care and effort to their content, but the overall plan is pretty simple. They have a blog covering industry-related topics, a regular podcast for entrepreneurs, a "Marketing School" that introduces Neil Patel in a known amount, and all sorts of free-to-download instructional materials available on their website.
Rather than providing all of this content to paying customers, Single Grain builds brand awareness and an organic following by providing content to entrepreneurs and startups that they actually use. Nobody will say, "I loved this viral ad of Single Grain – what are they doing again?" Their content makes clear who they are and what it is about, and positions them as leaders and educators in their field.
Content marketing statistics
That may be all well and good, but does the numbers support the argument that content marketing is actually effective? They do indeed. As any digital marketer can tell you, finding ways to get people's attention on ads and clicking on them is a constant struggle. According to the latest statisticsMore than a quarter of Internet users block ads in their browsers. Blog posts and articles are preferred by seven out of ten shoppers over traditional ads.
Your lead generation dollar goes even further in content marketing. It It costs 41% less than paid search ads and gives you three times as many leads for each dollar spent,
B2B buyers are especially attracted to organic, informative content:
- 71% of B2B shoppers read blogs to research purchases
- 64% of them consider podcasts to be a useful source of information
- 76% find infographics helpful
- 64% prefer "credible content of industry influences"
In short, buyers, especially in the B2B context, are hungry for quality content that provides education and information. So give it to them! Make sure you're prepared for the challenges that often crop up in content marketing campaigns.
Challenges in Content Marketing
Becoming a trusted source of relevant information and analysis is nowhere near as easy as implementing a trendy new tech-based marketing widget. Many companies trying to run content marketing face one or more of the following challenges:
- Not enough resources to create, curate and host the kind of content the audience wants.
- Increasing competition in their field, put pressure on the creators, not only to produce quality content, but better Content as their competitors.
- Consistently high quality standards.
- Keep the schedule for high-frequency releases without sacrificing quality.
- Avoiding Creator Burnout.
Most of these challenges are at the heart of a content marketing strategy: creating content that is worth your audience's time and providing that content consistently. The best way to overcome these challenges is to have a clear strategy and a strong support system for the production, quality control and distribution of your content.
As with any challenging job, the right tool can make all the difference in the world, A content calendar platform can save you from the chaos and confusion of improvised content planning and an erratic publishing schedule. With the right content calendar solution, you can develop a content creation workflow that makes sense to both your creators and your audience, and enables you to more effectively manage writing and publishing tasks.
With all Content Marketing content management logically organized, you can focus more on improving quality and finding the right channels to reach your audience.
You are not sure whom to contact? Here are eight content calendar platforms that we believe you like.
8 excellent content calendar platforms
If you use WordPress and are the most content-intensive sites, the EditFlow WP plug-in might be the right solution for you. The reason we lie is the simplicity, the simplicity and the price (free). However, as with many free solutions, you will not receive developer support and software updates will be unreliable. Therefore, at least at the time of this writing, there is no support for Gutenberg. If you do not need Gutenberg support and have simple use cases, this tool is a good choice.
Content calendars are not just for blogs. A social media calendar and scheduler is mandatory for businesses of all sizes, let alone large companies with multiple departments and different messages that need to be communicated and coordinated. Octopost is not a self-promotion provider, offering a wide range of integrations, including key marketing automation platforms such as Marketo, Salesforce, Hubspot, and more. Octopost is a robust scheduling solution that can split social posts into organic campaigns and provide reports and analytics per post and campaign. Best of all, Octopost shows you with sophisticated lead tracking that is directly linked to specific social media posts where your marketing dollars land.
Designed specifically for marketing professionals, CoSchedule provides a full suite of content management and scheduling tools, as well as intuitive graphics and handy automated tasks.
With Buffer, another social media planning solution, you can automate publishing, manage all your social media profiles from a single location, and analyze the results of your efforts to more effectively engage with your audience.
Yes. That's a little scam. However, if your biggest concern with managing a content calendar is that you want to manage content-related tasks, Trello may be a good solution. Kanban view is very useful and also provides templates for content calendars.
6th Post planner
Not only does Post Planner make planning, publishing, and performance tracking easier, it also provides content discovery tools. Keep in mind, however, that they do not cover a particularly broad range of social media platforms – just Facebook and Twitter.
With Edgar, you can link up to 25 different social media accounts and provide powerful content scheduling, planning, and recycling capabilities. They are a bit expensive, but Edgar's customers appreciate the excellent customer service and ease of use.
8th. mass fire
Affordable and easy to use, Crowdfire may not have as much gadgets as competitive platforms, but it does deliver when it comes to managing content and driving the readership.
Content Marketing done right
Content marketing is not a quick fix for companies looking to make short-term profits. To get it right, you need to invest time and resources, and pursue a long-term strategy to find, develop, and curate content that truly meets your client's needs and interests.
By combining a solid library of content, talented creatives, and a comprehensive plan with the right content calendar platform, you'll have the opportunity to provide educational and enriching material your audience will eagerly seek. B2B buyers like to shop with smart and knowledgeable industry leaders – especially if they have found them themselves in their own research. Why not ascend and become the influencer you are looking for?
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