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As a B2B tech company, do you have a content marketing tactic? If not, are you considering investing in one? Well, you should. According to the Content Marketing Institute, 77% of B2B businesses already have a content marketing strategy. Nine out of ten B2B marketers agree that their organization’s is focused on producing creative and crafted content. content planning Alt: A graph showing how B2B businesses value quality content. You may ask, why has content marketing gained such prominence? It's simple. Today’s clients want to gain adequate and valuable knowledge about a brand and its offerings before investing in it. And to educate your target audience and get them excited about your offerings, you need to create engaging content. Writing a few blogs per month, creating a couple of videos, or posting curated content on social media will not yield any results. If you want to generate qualified leads for your B2B tech company, you need a solid content marketing strategy. In this post, I am going to share 8 actionable and proven tactics to create a successful content marketing strategy for your B2B business. Let’s get rolling. What is B2B Content Marketing Strategy? B2B content marketing refers to the process of creating and distributing professional, high-quality content to inform, educate, and develop brand affinity in your audience. The fundamental aim of a B2B content marketing strategy is to help your potential clients and customers address their business challenges and grow. In doing so, you gently guide them to your brand and solution. When you provide value through content marketing, you are able to connect with different kinds of leads at different stages of the sales funnel. B2B content marketing strategy is different from that of B2C because here you are targeting other businesses. The challenges and solutions of businesses are different from those of consumers. When creating a content marketing strategy to impress your B2B tech target audience, focus on providing authoritative content. As a B2B marketer, think of providing actionable information that gives expert solutions to prevailing challenges in the industry. It's the secret to creating a successful B2B tech content marketing strategy. Top 8 Tactics to Create an Effective Content Marketing Strategy With the understanding of what B2B content marketing strategy is all about, let’s explore a few tactics that can help you create an effective strategy. 1. Understand Your B2B Target Audience At the heart of a good B2B content marketing strategy is a good understanding of your target audience. Your efforts as a , begin here. great content marketer The basic purpose of content marketing is to speak to a group or groups of audiences and convert them into customers. But without knowing whom you are addressing, you can never create a successful content marketing strategy. This is how to go about it. Gather and analyze customer data to understand behavior patterns, characteristics, and preferences of your audience Group your audience into smaller and specific segments Analyze the challenges or pain points each segment is facing and how your business can offer a solution. Once you have mapped all this information, you are ready to better align your content marketing strategy to meet your B2B clients’ requirements. 2. Set Smart Goals As I mentioned earlier, random content creation will have no impact on your sales. Right at the onset, you should clearly define objectives and goals for your content marketing strategy. Setting smart and specific is incredibly important to generate leads and drive sales content marketing goals Your content marketing strategy goals could be: Creating brand awareness Improving loyalty Establishing your authority Increasing website traffic Attracting partnerships and collaborations Generating leads Your goals will determine the content formats you’ll use in your content marketing strategy. Creating thought leadership articles, for instance, establishes your authority. 3. Diversify Your Content B2B content marketing is all about engaging your target audience and bringing them value. And to scale that efforts AI tools can be of great help. There are many popular tools like Jasper and Smartwriter but they are expensive. Instead, one can use that you can use to build your pipeline. Jasper alternatives According to Demand Gen’s Content Preferences Survey Report, these are some of the most valued content formats for B2B clients. It is evident that B2B customers research specific content formats and sources before making a B2B deal. Thus, these content formats are a must-have in your B2B tech content marketing strategy. Research and Surveys White papers eBooks Webinars Podcasts Infographics Case studies Press releases Blogs and guest posts Videos Testimonials and reviews Newsletters I would suggest getting started with some of the easier formats like blog posts, guest posts, press releases, and newsletters. And with a free , videos are also easy to create. video editor As you gain experience, you can consider the rest of the formats. Plan to create different types of content for every stage of your sales funnel. If you’re using a powerful sales funnel builder like ClickFunnels or any of the great , use it to understand the buyer’s journey. Then optimize your content marketing efforts to nurture leads at all stages. ClickFunnels alternatives 4. Generate Stellar Content Ideas If choosing the right content format is a challenge, generating stellar content ideas is a whole new ball game. How do you know what topics will be liked and shared by your audience? Well, that's where your buyer personas come to your aid. When you know their preferences and the challenges, they are seeking solutions for, you focus on those topics. Some other avenues to generate attention-grabbing topics are: Keyword research Industry trends Customer surveys and feedback Blogs by industry experts Discussion forums and social media groups Tech events (online and in-person) Along with focusing on what your audience wants to read, create branded content too. This way you can get your leads to incline towards your brand as a suitable solution. Video content is most popular form of content right now and you can create different types of videos such as , explainer videos and product video, etc. good shoppable videos 5. Create a Content Distribution Plan It is vital to include a content distribution plan in your content marketing plan. Here are some important channels you should consider. Your website As a B2B business, your website is the most important channel for content distribution. That's because your website is the first place potential customers visit to know more about your business and solutions. Optimize all the pages including the landing pages, ‘About Us’ page, pricing, and FAQs page. Dedicate pages where you can publish case studies and resources. Share client testimonials to impress potential buyers. Email B2B marketers agree that email newsletters are one of the best means of content distribution. Using a good email marketing tool, you can send out newsletters to your subscribers periodically. Use it to inform them of your latest blog posts, ebooks, white papers, and other content you create. Social Media LinkedIn is one of the best platforms to build a professional network and generate highly qualified B2B leads for your business. Instagram, Twitter and Facebook are also good platforms for content distribution. You need to actively respond to your followers and in effective ways on Instagram and other social media platforms to get good results. react to messages Podcasts, webinars, videos, infographics, and blog posts are some of the top content formats to share with your audience on social media. Paid Advertising Yes, your content marketing strategy should include paid ads too. By creating compelling and click-worthy paid ads, you can drive qualified traffic to your website. 6. Prioritize Content Collaboration In a highly competitive world, it is vital that you join hands with top contributors, experts, and thought leaders in your industry to craft a successful content marketing strategy. When you allow guest posts on your blog, you are enriching it with new perspectives and unique experiences. You are also boosting visibility as these collaborators will bring traffic to your website. Apart from guest posts, you can create collaborative content through panel discussions, joint research projects, social media takeover, podcast guest swaps, and much more. This live panel discussion held by Hays is a good example of content collaboration. 7. Determine Metrics and Monitor A B2B content marketing strategy is meant for the long run. You must keep modifying and expanding your content marketing strategy to cater to your audiences’ changing demands. To ensure the effectiveness of your content marketing strategy, focus on the right metrics. These metrics will be determined by the goals you set for your content marketing strategy. Today we have good content marketing tools to regulate and monitor different metrics to comprehensively measure the performance of every campaign. By regularly monitoring these metrics, your team can determine what is working for you and what’s not. You can redesign the underperforming plans to reduce costs and improve the ROI of your entire marketing strategy. 8. Study Your Competitors Well, this may sound like a cliche but studying your competitor’s efforts is one of the most important tactics to create a strong B2B tech content marketing strategy. A well-rounded competitor’s research will involve analyzing: What makes them successful The kind of content they are offering their audience Their collaborations The gaps in their strategy Use the insights from this analysis to create content that showcases your USP. Give your audience enough reasons to choose you over other players in your niche. With the help of credible content, convince your potential clients that your solutions are the best for them. Get Ready to Create a Strong B2B Tech Content Marketing Strategy When the question of ‘what marketing for a B2B business’ is is asked, the answer is simple. It's all about building relationships and influencing your audience’s decisions. To achieve these goals, it's imperative that you have a strong content marketing strategy. These that I have shared above have helped me drive sales for my B2B clients and I know they will work for you too. content marketing tips Go ahead and incorporate these tactics into your content marketing strategy to boost your lead generation and improve your conversion rate.

B2B Tech Content Marketing Strategy + 8 Actionable Tactics

Within years, the deployment of Artificial Intelligence, also known as AI, to execute human tasks is becoming rampant. To save much time and ensure productivity, humans seek other means of executing difficult tasks without wasting so much effort. In search of a credible solution, we resorted to the adoption and integration of AI technologies. Artificial Intelligence (AI) is a branch of computer science that empowers digital computers or robots with the ability to execute tasks that traditionally demand human intelligence. The use of human-initiated intelligence by a computer in carrying out tasks and getting the expected results without human interference or supervision is what is known as AI. Learning More About Artificial Intelligence (AI) Artificial Intelligence is all around us, but we don't seem to realize what they are. Artificial Intelligence can be seen in the smartphones we carry, the computers we use, and even vehicles we drive; they can also be found in some of the domestic devices we use daily at home (e.g washing machines). A Self-driving vehicle is an example of AI-powered innovation. Some cars can move from one point to another, ignoring all forms of obstacles on their way without having humans drive them. The programmed Artificial Intelligence in each of these vehicles helps the owner control the automobile without holding the steering wheel. The voice assistants & assistant-enabled devices are also examples of Artificial Intelligence. The on Android, on iPhones, and on Windows are all AI tools that help humans in carrying out several tasks on their mobile devices (smartphones) & computers. Another example will be the chatbots embedded in online chat spaces mostly by companies to aid communication with their customers or clients. According to , prefer holding a conversation with chatbots to human agents. Google Assistant Siri Cortana Insider Intelligence 40% of internet users research also revealed that make use of chatbots. This AI tool is thriving because a lot of customers expect real-time communication with the company they are dealing with, and since chatbots are actively responsive to questions and requests, many companies adopt the technology. Gartner's 52% of telephone companies Importance of AI in the Modern World The emergence of modern technology has reformed the traditional methods of executing tasks. A considerable number of human tasks are now being executed faster than usual with the aid of technology.  With the invention of AI, small businesses, companies, and startups now have the opportunity to thrive amidst a shortage of workers. AI's unique ability to absorb the workload of dozens of workers and produce swift outcomes is what has boosted the popularity of the technology, and the reason many growing businesses & companies incorporate it into their activities. Some other institutions make use of AI because of its speed, effectiveness, and precision. In finance, for example, AI is used to identify transactions deemed to be fraudulent. In health, AI was — Covid-19 — in 2020 when humans were busy fighting for their lives in Isolation. The modern world accepts AI to be a new, disrupting, trusted, and reliable form of advanced technology. adopted to combat the novelty virus has the global AI market value to rise above $1,394.30 billion by 2029. This projects how essentially in-demand the technology is becoming. The utilization of this technology is also boosting the world economy. An analysis made by revealed that AI has the potential of contributing to the global economy by 2030, with a +26% increase in GDP (gross domestic product) for local economies. Fortune Business Insight predicted PwC Global $15.7 trillion A notable factor behind the increasing adoption of AI  in the world is the efficiency of the technology to maximize productivity. AI helps to augment productivity, and that is what many institutions, companies, businesses, and startups are looking for. A company or business that seeks to grow its visibility, and maximize its productivity to gain more profits, needs the assistance of  Artificial Intelligence in its branding more than before. Getting noticed by your audience demands good marketing of your products and services via every possible channel. This can be a heck of a job for a company/business that's just brewing and finding potential customers. But the solution is what the incorporation of  AI can provide. You can use Artificial Intelligence to connect your consumers with your products by incorporating it into your content marketing plan.  How can you do this? Let's look at and then see (a) goal of content marketing (b) how AI can help maximize the purpose of your content marketing. What's Content Marketing? According to Oxford Dictionary, Content marketing involves the creation and sharing of online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its products or services. As an entrepreneur, business owner, or vendor, your ultimate goal is to ensure your products/services reach the targeted audience who will purchase/make use of them, and in return, you make a profit. Your goal is to make sales, and that can only happen when there is awareness. The creation of content — videos, blogs, social media posts — that talks about your products/services and gives your consumers cogent reasons to patronize you is what is known as content marketing. The goal of content marketing is to stir the interest of a targeted audience towards a product or service. The Goal of Content Marketing Many companies/businesses are not growing today because they failed to acknowledge the importance of content marketing. Content marketing has always been a cheat code for any business to be successful. Below are the benefits of content marketing: Audience retention As a business manager, one of your focuses is to keep in touch with your customers - the consumers of your products or users of your services. The effective way of doing this is by sending out content time-to-time about your products & services. Marketing your products frequently in content can convince your audience to start patronizing your products, and also keep your customers from going after your competitors. Brand awareness Making content like videos, blog posts, and social media posts about your brands is the main information your consumers need to start patronizing you. Nobody gets to know the solution you have at your disposal without publicizing it. Content marketing shows your audience what you have to offer. It publicizes your company/business so your audience can locate you. For example, making blog posts about your products/services can make your business rank well on the SERP (search engine results page) which is the dream of every company/business. Building of trust Content marketing will build trust between your products & your consumers. It will make your consumers believe in the efficiency and quality of your products. The trust can make your consumers recommend your products & services to other people. How frequently your targeted audience relates to your product & services determines your chances of being patronized by them. It is normal for people to be skeptical about your products when they first hear about them, but trust can be built with frequent, persistent marketing. Improve conversion & lead generation The main purpose of the content you posted on social media, released on youtube, or published on a blog is to attract potential customers to patronize what you have. Content marketing serves as the chain that draws your audience to your business. A prepared content for social media that strikes a targeted audience at their pain point can rake in more consumers/customers for your products. Most social media content has directives, links, or information on how potential customers can reach you. Content marketing serves as an opportunity any business/company can leverage to make a lot of sales and build a community of faithful customers who will keep using your products & services. It should also be a priority for any company/business in fierce competition with other brands/companies that produce/render similar services. Content marketing can be used to defeat your competitors and generate more patronage. The Impact of AI on Content Marketing While content marketing is very essential to the growth of any company or business, there are also side effects of poor content marketing on businesses & companies. Problems in content marketing mostly emerge from the incompetency of the marketer(s) to deliver good marketable content. As humans, mistakes cannot always be avoided, there are times we do things below expectations. Marketers sometimes make poor, unmarketable content. Issues like poor incorporation of SEO, erratic publication/posting of content, lack of strategy for content creation, plagiarism of copy from competitors, ignorance of the wants of customers, weak content creation, and so on always surface from time to time in the past. Thankfully, the emergence and integration of artificial intelligence into content marketing have helped content marketers salvage the majority of problems affecting their competency. AI has now introduced new, unique, simple ways for content marketing. Artificial Intelligence in content marketing focuses more on helping marketers collect and process data about targeted prospects, and in return tailors content that will interest the audience. AI is being used to analyze, observe economic trends, and observe the impact of content marketing on the audience/customers. Having AI in content marketing also enhances the creativity, credibility, and productivity of content marketers in helping a company/business grow. 5 AI tools Company/Business can use for Content Marketing Nowadays, it is difficult, if not impossible, to identify a flourishing company or business that hasn't incorporated one or two AI tools into its content marketing.  AI tools are ubiquitous in content marketing. If you want your company/business to grow with the motive of meeting the demands of your customers, the following AI tools are essential to your content marketing strategy: Persado Persado is an AI content marketing tool that helps companies/businesses generate more leads and conversions. Persado is good at processing the language and data of your potential audiences which would give your company an edge in drafting content that accurately addresses the problems of your audience. can draft an AI-written copy that can be used to reach your company/business targeted audience. This AI tool is largely effective in stirring the interest of your customers to reach out for your products. Companies that make use of persado have a record of a 41% average lift in conversion with the help of its AI-powered copy. Persado Smartwriter is another AI content marketing tool used to generate AI-powered cold emails. To make sales, you must reach out to your audience by all possible means. The use of email messages is becoming a priority nowadays. Smartwriter can connect your customers with your products via email. This AI tool can draft cold email messages, with personalized subject lines that will resonate with your target. It also helps locate potential customers for your services automatically by processing the available data of your targets online. Smartwriter can also generate engaging social media content and engaging articles for your company/business landing page for more conversions. Smartwriter Phrasee is another AI tool for content marketing that assists companies/businesses generate headlines uniquely related to their products & services. Phrasee helps in brand language optimization. This means that it provides the most suitable language and keywords you can use to market each of your products to your targeted consumers. Phrasee Rasa.io is also an effective AI tool for content marketing that generates newsletters. Companies/businesses that have access to the email addresses of their customers/consumers make use of Rasa. This AI tool processes the previous behavior of each customer and pushes content that best suits their interest to their mailbox. Rasa.io Paperflite is another AI content marketing tool that enhances company/business productivity. Paperflite oversees the management and distribution of content for a company both internally and externally. Perperflite Internally, Paperflite distributes and circulates content like announcements, task notifications, and other information each worker within a company needs to know about. Externally, which is to the customers or targeted audience, Paperflite assists marketers to manage the distribution of content automatically. This AI tool can discover content, organize it, and share it with your target. Aside from that, Paperflite can track each content and give a report on which content is generating more leads and conversion and how the targeted audience is engaging it. This will provide a marketer with ideas on how to improve other con tent. Final Words Companies and businesses need to acknowledge the enormous importance and advantages of Artificial Intelligence for their brands/services promotion. Though there are still some of these companies that are still hesitant of incorporating AI in their content marketing due to a lack of faith in the technology. According to , only believe that AI can improve productivity in their workplace. Nevertheless, the efficiency of AI in boosting productivity and provision of needed solutions will eventually aid its proliferation across different sectors in years to come. Snaplogic 81% of employees

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