Blog Series: B2B Tech Marketing (Part 2 - Content Marketing)

Content marketing is a very important and useful marketing tactic in which you create and share content that is relevant, useful, and informative to your target audience around topics related to your product or service. By doing so, you have a better opportunity to attract and engage with your target audience because you are providing them something of value while simultaneously demonstrating your expertise with prospective customers.

Content marketing should always start with a content strategy.  Ask yourself the following questions:

• Who are you writing for? What are their needs, concerns, goals, etc?
• Do you want your content to educate the market? Generate leads? Build awareness?
• Is there a specific industry vertical or niche where you want to focus or be more well-known?
• What type of content will resonate with your target customers? What will keep them engaged?
• How does our product or service fit into the bigger picture of our client’s business?
• How often are we going to publish? What resources do we have for this?
• How will we distribute our content? What additional resources or infrastructure do we need?

Based on how you answer these questions, the types of content you choose to prioritize will vary.  Examples of marketing content include blog posts, webinars, podcasts, newsletters, eBooks, infographics, videos, mobile applications, and more!

If you don’t have the resources to create all of this content on your own, developing content syndication partnerships with non-competitive, thought leaders in your industry is a great way to collect large volumes of content without spending the time and resources writing it yourself.  In a content syndication partnership, generally both parties agree to co-brand the content in exchange for the added brand awareness or shared leads.

Once you have the content, it is equally as important to share it on not only your website, but also through email marketing and across all of your social media networks so that the maximum number of people can see it and hopefully share it.

Be sure to start your content marketing plan by researching your target audience to gain customer insight and then develop content tailored around what your customer would be interested in engaging with and/or reading.

Need an example? Check out the content marketing success of DollarShaveClub.com, who back in 2012 spent $4,500 on a video that got over 9 million views on YouTube, 20,000 Twitter followers, 76,000 Facebook fans and in 2 days: 12,000 new customers.

In part 3 of our blog series, we will discuss how and when to leverage webinars in your marketing efforts.

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