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B2B Content Marketing - A to Z Playbook For Fast Growing Companies





Content does not just rule the digital space, it is the digital space. B2B brands are utilizing the power of content in their efforts to beat the competition and drive sales in the digital era. Buying cycles are becoming more elaborate and last longer as buyers conduct in-depth research on products before making a purchase decision.


In fact, 77% of buyers conduct detailed ROI analysis before making a purchase. That is not all, 75% of b2b buyers search through numerous information sources for the purpose of research and evaluation before making up their mind on a product.


These statistics point to one thing. B2B content marketing is absolutely essential for businesses that want to grow.  


Buyers are searching through the web consistently to garner knowledge on the value of the products they intend to acquire.


What is interesting about this is that most times, B2B buyers search without having a product in mind. They are sometimes unaware of the issues they are facing. A good content marketer can use this to their advantage and offer valuable content that will drive the buyer to think about their pain points and start looking for solutions. The right content marketing strategy will ensure that they encounter your solution in their search query.


It is crucial to state, though, that B2B and B2C marketing content are very different as they target two utterly different audience groups. So, while the core rules for content marketing holds true for both audiences, there are vast dissimilarities between them.


Here is an infographic by MarketingProf to give you a clear picture of the difference.



With that made clear, let us see all there is to b2b content marketing.

What is B2B Content Marketing?


B2B or business-to-business content marketing is the technique of creating and using relevant, informative, and quality content to influence and attract other businesses with the ultimate goal of driving leads and sales.


It aims to build brand affinity and solely targets business buyers. This makes B2B content different from any other content type.


You are not just seeking to convince regular consumers about an offer. Instead, you are targeting knowledgeable businesses seeking a product or service that can solve their problems and help them grow.

Examples of B2B Content Marketing from the Fastest Growing Companies


Content marketing works, and data shows it. About 93% of business-to-business brands state that content marketing attracts more leads than any other marketing strategy, including traditional marketing methods.


But asides from data what proof is there of businesses doing it right? Knowing a strategy works and knowing how to implement it effectively are two different things.


Here are some of the examples of how various authority B2B brands successfully used content marketing to achieve excellent results.

WP Engine



Web hosting is one of the most competitive sectors in the digital space. Thousands of companies are competing to attract the same buyers. This affects the price margin of the industry as the various brands lower pricing to generate more leads. Consequently, they make it even harder for most businesses to stay afloat.


This is the challenge WP Engine had to overcome, and they did it through a fantastic B2B content marketing strategy.


The Strategy consists of 5 segmented buckets:


  1. Industry: Targeted agencies and marketers on how they use WordPress to develop a formidable online presence.

  2. Business Benefits: This segment focused on the use of web presence by businesses to achieve quality leads and sales.

  3. Product: The product content segment aimed at educating and informing the target audience of the products new features.

  4. Guides: Customer guide content solved users problems through video and written content.

  5. Community: This segment focused on creating a community feeling by taking advantage of WordPress open-source nature.


These various segments of WP Engine's content marketing strategy pulled in fantastic results, which included product usage in 128 nations, 300,000 sites active on the platform and a $40 million funding.

Simply Business




The insurance industry gets the trophy for being unpopular among brands. Most companies deal with the industry because of the compulsory laws, not because they want to. Even the brands that willingly engage with the sector find the process to be tedious and boring.


Simply Business, one of the largest insurance brokers in the United Kingdom, engaged small business owners through exciting, relevant, and helpful content.


They created guides such as:


  • WordPress Guide for Small Businesses

  • Business Blogging Guide

  • A Guide on Email Productivity




The outcome of this strategy was phenomenal. Simply Business experienced a boost in ranking on the Search Engine Results Page (SERPs) for relevant keywords like "employer liability," "public liability insurance," and "professional indemnity."

This strategy pulled in quality business leads for the brand. Simply Business B2B content marketing strategy shows the effectiveness of creating informative and helpful content for your target audience.  

Scripted



Research carried out by the Content Marketing Institute revealed that 93% of B2B marketers utilize content marketing.


This makes content marketing one of the most important acquisition channels for any brand. Scripted capitalized on the demand for content by developing a marketplace for businesses to hire writers for their content marketing strategies.


It was not that simple though, as Scripted had to compete with other popular content marketplaces such as Fiverr and Upwork. They had to find a way to differentiate themselves from being a "regular" marketplace.


With this in mind, Scripted designed a content marketing strategy that focused on every point of a buyers step in their journey to make a purchase.


Here are the segments covered:


  1. Top of the Sales Funnel: With top of funnel content, Scripted used podcasts and their blog to talk about common challenges their visitors may encounter.

  2. Middle of the Sales Funnel: The middle of the funnel content, focused on ensuring visitors subscribe to their email list as well as creating awareness through webinars and white papers.

  3. Bottom of the Sales Funnel: In the last stage of their content marketing strategy, Scripted takes advantage of positive case studies to influence subscribers about the necessity of their services.


As you may already expect based on their strategy, the results were stellar! In fact, 46% of visitors on Scripted went through their blog content and various other content marketing strategies. This was three times more than any other traffic source!


Visitors who came to their platform had a bounce rate three times lower than other traffic sources. On average, they visited 4.06 pages, which was the second-highest compared to other traffic sources.


Here is a summary of the examples:


Brand

Strategy

Results

WP Engine

Segmented content targeted audience with diverse needs

Massive sales and funding

Simply Business

Helpful, relevant content created for small businesses

Boost in SERPs ranking

Scripted

Segmented content focused on various buyer touchpoints

Increase in organic prospective leads


Researching B2B Content Marketing Strategies


Data-driven content is one of the major pillars of any content marketing strategy. Recent studies have shown that 90% of the top-performing B2B brands put the knowledge wants of their audience ahead of sales or promotional content.


In simple words, you need to research the audience you create content for and give them what they want.


Let's see some of the effects of data-driven b2b content marketing:


Researched Content Creates a Bond Between the Brand and the Target Audience


Data of your audience’s behavior can provide you with valuable insights that will help you create content that they view as credible and reliable.


This is a constant reality, as 96% of business-to-business marketer’s state that their success depends on the fact that their audience views them as a credible and reliable source of information.


That can only mean one thing. Your audience can only trust your brand when the information you offer to them is relevant and personal.


One of the best ways to achieve this is through content analysis. All you need to do is visit social media platforms where your target audience is and find out what content they consume.


Once you have discovered the kind of content your audience would be interested in, you can use a tool like Anyleads B2B exchange to reach out to influencers who will share your relevant content across various social media platforms.



Based on the research, you will be sure that influencers and searchers will find your content worth sharing and discussing, as it is relevant to them.

Researched Content Improves Personalization


How well do you know your audience? This determines the degree of personalization your content can offer them. Around 71% of consumers agree that personalized content would influence their will to interact with email content.


So, you could be losing out on actionable content that generates leads simply because you don't know enough about your audience.


What makes content marketing tough is that the needs of visitors may be diverse with varying objectives. What is of utmost importance to one reader will not be relevant to someone else.


With personalized content, you can display relevant and fresh content to readers based on their specific interests.


Through segmentation, you can separate visitors into different buyer stages and personas and present content relevant to their current state. A great tool to aid in this is the Anyleads social proof as it helps engage the users going through the content on a personal level by showing social notifications relevant to them.

Researched Content Boosts Email Open Rate


How annoying are the emails in your inbox that have nothing to do with your interest or proclivities? Very irritating right?


This is why emails with personalized subject lines have a 26% higher open rate than generic emails, and you will only achieve this with a data-driven approach.


You need to know what counts as relevant content to your audience and work with it. To understand more about email marketing, you can check here.

How to Formulate a B2B Content Marketing Strategy


Getting your B2B content marketing strategy right is essential if you want to reap its numerous benefits. To formulate the best method, there are a few things you need to keep in mind:

Understand Your Audience


Designing a content marketing strategy requires in-depth research of the audience you intend to create the content for. You need specific insights about who exactly they are.


As a marketer, you have the option of developing customer personas and then formulating your content to meet these diverse personas. Now, while that can be a fantastic and proven strategy, you could still improve on it.


To do this, you can use additional variables in describing every segment of your target audience. You need to ask yourself, "Who is my target?"


The answer is definitely going to include their age, geographic region, gender, employment, income, and education level. These variables offer a lot more to you than you can imagine.


One of the positives of embracing generational targeting, for instance, is that you would be able to know what channel to use in reaching out to prospects in each age group.


There are specific tools you can use to understand your audience. Here are some of them:


TOOL

USE

EFFECT

Google Analytics

Used by over 10 million websites. It will help you gain insights into customer behavior, demographics, and even interests.

Find a common denominator of your audience.

Google Keyword Research Tool

Find the questions that your audience is seeking answers too with search queries.

Answer buyer questions before they ask. 

Google Trends

Check the search volume a particular keyword has generated since 2004.

Research the search volume in specific years, months, or countries.



Coming up with Content Ideas


To come up with brilliant content ideas, you need to know what topics interest your audience. You can figure this out by carrying out competition research using engagement metrics.


Engagement metrics will help you gauge your content performance. A great tool to help you out with this is Google Analytics. You can know what your audience is craving to know by the level of engagement on your previous content.


If you’re just starting out, conducting long-tail keyword research would be beneficial to help you come up with content ideas.


So for prospects not yet in your funnel, find out what keywords they are going after and create quality content that covers it.

Content Distribution


Content marketing moves from creation to distribution. Production deals with understanding what your audience wants and giving it to them. Distribution, on the other hand, is concerned with how you provide it to them.


Each distribution channel has its positives and negatives when it comes to the kind of content you can distribute on it. For instance, you will have a terrible time trying to distribute articles on Instagram or YouTube.


However, on LinkedIn, articles are a significant content format. Besides, email marketing is mainly text-based content, even though visuals are starting to pay a considerable role in it.


When dealing with distribution channels, you must also take into account demographics as well, not just the type of content distributed. Pinterest, for example, has a substantial female user base, while YouTube has a large male user base.


Successful distribution of your content on various social channels goes far beyond just creating quality content. You need to know the right platform and its user base as well.


Commonly Used B2B Content Marketing Tactics that Fail


For some brands, B2B content marketing just doesn't yield results, no matter how many times they devise new marketing strategies. B2B Content Marketing should not be that tedious.


The reason why a lot of people fail at content marketing is that they have flaws in the tactics that they use to market the content.


A study has shown that 90% of B2B businesses make use of content marketing, yet only about 61% of the marketers actually believe that the marketing strategies they use are effective. In fact, only 9% of marketers believe that their organizations are successful in content marketing.


If some marketers are not confident in the effectiveness of the marketing strategy they use, it means that there are flaws in the marketing strategies that they must correct. Identifying and correcting these flaws is the doorway to the success of B2B content marketing.


Organizational goals for b2b content marketing varies from one company to the other, as seen in the graph below. No matter what the goals are, content marketing campaigns need to be adequately done for the goals to be achieved.


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Unlike what most people think, a bulk of the problem responsible for the failure of B2B content marketing is not in the content itself, the problem lies with the strategies that used to market the content.


Let's proceed to examine the reasons why some content marketing tactics fail.


Untested B2B Marketing Strategies


If you are guilty of launching your marketing strategies without testing them, then this could be a reason why your content strategy has failed woefully.


There are numerous tools available that you can use to collect and analyze data to determine whether a strategy will be successful before you launch it. Anyleads has some amazing templates to use in the analysis.


Planning and testing are a vital part of your b2b marketing strategy. If something fails, you will have the chance to correct it before fully launching the campaign.


Testing is essential because there is no such thing as a surefire marketing strategy. Testing to make sure that the marketing plan meets the needs of the target audience will help you determine whether your investment in the marketing plan will pay off.


If during the testing phase, you discover that does not yield, or you find out that it's a total loss for you, ditch the strategy immediately and seek alternative ones.

Lack of Promotion


Creating and publishing content without promoting it is counterproductive. You may have the best content, but if you do not promote it, your marketing strategy will fail.


The success of your marketing strategies can only be ascertained when the content is available to a lot of people. But if it is tucked away on your blog with little or no promotion, it is as good as dead on arrival.


If your target audience cannot see your content, then of what use is it?


There are different promotion channels, such as email marketing, social media, referral links, and so on. Whatever avenue you choose to use, ensure that you are well acquainted with it and make sure you maximize every opportunity available.


When it comes to promoting content in a B2B environment, you need to be consistent. Publish consistently, and always promote.

Impersonal B2B Marketing Strategies


If your content marketing strategies sound too robotic and impersonal, you will most likely register more failures than success.


You are advertising to companies that have a structure, yes!  But these companies are run by humans, not robots, so resist every urge to sound as if you are relating with objects that have no emotions.


It is okay to infuse data into your content but let the focus of your content be more than just numbers.


While writing your content, try to write it in a way that will spur a rational response from the target audience. This is because your target audience will most likely make a decision based on the knowledge they acquire when reading your content.


A great way to get to the mind of your target audience is to do detailed research on the needs and challenges they have. Then, show them that your brand is capable of handling their needs.

Absence of Smart Goals


How do you expect to be successful if you do not have any set goal that you want to reach? Having a plan and a purpose is crucial to the success of B2B marketing strategies, but unfortunately, only 50% of companies have a plan.


This means that the remaining 50% just delve into whatever strategy they can lay their hands on without any plan or a set goal. It is no wonder that a lot of them fail.


The success or failure of a marketing strategy can only be determined if it meets the specific goals that they have been set to achieve.


The first thing to note about smart goals is that every member of the marketing team should be acquainted with them, and everyone should work towards their actualization.


Goals are also time-based. There should be a designated timeline for the achievement of the goal. 


Goals should also be realistic. Do not build castles in the air by setting goals that you cannot attain.

Lastly, you can measure the success of your goals using analytical data.


The table below summarizes what smart goals entail.


Term

Most Common

Alternative

S

Specific

Sustainable

M

Measurable

Manageable

A

Attainable

Achievable

R

Relevant

Result-based

T

Time-Bound

Time-Specific

E

Evaluate

Examine

R

Reevaluate

Revisit, review


Smart goals increase the chances of a successful B2B marketing strategy. Since you are relating to companies, leaving everything to chance without clear-cut goals will reduce your success rate.



Ignoring Analytics


Ignoring analytics means that you do not measure the efforts and progress of your campaign. This is why every content marketing campaign you come up with must be data inclined.  


Ensure that you make use of multiple numbers; do not just rely on website traffic to monitor the success of your campaigns. A great way to track ROI is to measure metrics on goals that have to do with conversion and lead generation rather than bounce rate, social shares, and on-page time.


Let every metric you choose to monitor an important one that revolves around the objectives of the campaign.


Once you decide on which metric to measure, you will need to pick out a useful tool that will help you to measure the data accurately. The accuracy of the information is crucial in ascertaining the success of the campaign.

Vague CTA


This is another strong reason for the failure of some B2B content marketing tactics. If the call to action doesn't explicitly state what the audience is to do, the chances of the campaign being successful are low.


Try to make your CTA very clear and straight to the point. Make it easy for your target audience to understand what they stand to gain when they choose your brand and say precisely what you want them to do.


If your content is excellent, your CTA should be awesome.

Reasons Why Blogs are Key to B2B Content Marketing


If you want to be successful in B2B content marketing, especially in terms of lead generation, you should not underestimate the power of blogging.

A B2B blog post is an article that you publish on your business website. It does not outrightly market your brand, but instead provides valuable information on a subject matter related to your brand.


Blogs with great content guarantee a constant flow of organic traffic to your website. Increased traffic means an increase in the generation of leads and sales.


Most businesses are aware of the fact that blogs are beneficial to B2B marketing campaigns, but they are oblivious to the full extent of the benefits that blogs provide.


Let's examine why blogs are essential to business-to-business content marketing.


Lead Generation


Having a blog is an easy way to generate high organic traffic to your website, and the conversion rate of this traffic is high.


HubSpot research revealed that businesses that make use of blogs have 67% more leads than companies that don't.


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The good thing about the traffic you get from blogging is that most of the audience voluntarily come to your site without you spending much to get your content across to them. All you need to do is to have a steady supply of quality content, and they will come flocking in on their own accord.


Having great content on your blog will increase your ranking on Google. This will increase the volume of inbound links you get, and inbound links are ten times more likely to convert than outbound.

Building of Trust


Most people are skeptical about doing business with brands that they are not familiar with. This is because the less familiar a brand is to them, the more they question the credibility of it.


Blogging gives you a platform for the creation of content on topics and areas where you have in-depth knowledge and expertise. Creating blog posts based on your experience and knowledge will make your target audience trust your brand more. Once they trust you, they are more likely to purchase from you.

Constant Communication


Having a blog also benefits your B2B marketing campaign in the sense that it creates an avenue for you to continually communicate with your target audience. You can regularly update your audience on the latest product or information available.


You can make the blog posts interactive and encourage your audience to take part in the conversation in the comment section. You can then go through the comment section, and discover the questions and concerns of your target audience and then make posts to answer the questions.


This constant communication with the target audience will endear your brand to them and make them trust your brand for both short and long business relationship.

Promotion


A blog is a ready-made platform that can be very instrumental in the promotion of your brand. You can promote your product or service on your blog by writing reviews. Other bloggers can write guest posts about your brand and share your blog posts through social media platforms.


If the blog post is fantastic, the pleased audience will most likely become loyal to you. The good thing about this type of promotion is that it costs you very little or nothing in terms of finance, but the benefits are enormous.

Search Engines Ranking


As you know, owning a blog means that you continuously have to publish new content.


Search engines favor websites with fresh and updated content. This means that your website will rank high in the search engine results pages. Ranking high in the result page increases visibility, and increased visibility means more traffic and more conversion.


If you regularly update your blog with relevant information, with time, your website will be on the first page of the search engine results page. As long as you keep updating the blog, you will retain your ranking.


Blogging is a lasting legacy, so one blog can keep getting traffic, leads, and conversions for years.


B2B Blog Strategies


Having understood the importance of having a blog in your B2B Content marketing strategy, let's briefly look at some B2B blog strategies that you need to become successful:


Make Interesting and Engaging Blog Posts


This is quite self-explanatory. For your B2B blog content marketing to be successful, you need to write on topics that align with the persona of your target audience. Let the posts revolve sound their interests or their needs.


In the first part of the blog post, let the information revolve around educating the audience, but towards the end of the decision-making stage of the content, you can make it promotional.

Publish Quality Content


Do not go on a content churning spree just because you have a blog. The only thing that will make people keep coming to your blog is the value you provide them with. Instead of focusing on quantity, pay more attention to quality.


Ensure that your content is always fresh and up to date. Let the post be well-formatted, backed by data. You can link out to authority websites to give your content more credibility.

Have a great Web Design and Pay Attention to SEO


Ensure that the design of your blog is inviting and appealing. It is vital for the design of the blog to be user-friendly and optimized for mobile devices.


Also, pay close attention to SEO, as this determines how high or low your website will rank in search engines.

Take Advantage of Social Media


The importance of social media B2B content marketing cannot be overemphasized. Website traffic, as well as building and engaging an audience, is heavily dependent on your social media presence.


You can incorporate social media into your blog by placing social media share icons on every blog post you make. This will make it easy for people to distribute your content to various social media platforms. This, of course, means that your brand will get more visibility.

Interact With Your Audience


A very potent way of getting people to engage with your content is for you to interact with your audience in the comment section of the blog posts you make. You can ask your audience questions, answer their questions, address criticisms, and even get suggestions for the topic of your next blog post.


Interacting with your audience will show you what they want and make meeting their needs more leisurely.

Using Social Media for B2B Content Marketing


Social media is an excellent channel through which you can create awareness for your brand and get a high volume of traffic to your website.


A lot of businesses do not make use of social media. This is often detrimental to the company, especially in this age where social media everpresent.

A lot of B2C companies are taking full advantage of the opportunities that social media provides for marketing, but only a few B2B companies have an active social media presence.


Being stuck with traditional content marketing tactics will not do your brand much good in this digital age. Even if you use them, do not overrule the importance of social media.


If you are yet to incorporate social media into your B2B content marketing, below are a few tips to make the transition smooth.

Integrate Social Media with Content Marketing


It is impossible for your social media campaign to be successful if you do not have a successful content marketing campaign. Social media and content marketing link together, and they must work hand in hand.


If you are already involved in content creation, then it will be straightforward for you to start your social media campaign.


When you create quality and engaging content, you can share it on all your social media platforms. By doing this, you will generate lots of traffic to your website.


Set Your Goals


This should be one of the very first things that you do. The success of your social media campaign can only be entirely ascertained based on the goals you set.


Your goal could be to increase the visibility for your brand, generate traffic, or leads. The goal you have in mind will determine what tools or metrics you will use to measure the success of the campaign.


Do not rely on manual tracking or spreadsheets to measure the goals, instead make use of a social media analytics platform. Useful social media analytics you can use for your B2B marketing is the Sprout Social Media Analytics Suite.


It will help you measure your performance on different social media platforms such as Twitter, Facebook, Instagram, and LinkedIn. Measuring your performance is vital in determining the success of your social media campaign.

Don't Be Boring


The reason why many B2B companies fail woefully on social media is that they are too dull. Your social media posts must be exciting if they are to get a response you want.


Don't think that because you are a B2B brand, you have to be boring and professional all the time. There are ways that you can make your content exciting to the audience.


Write content in a way that is appealing and understandable to a broader audience.


Do not stuff your social media pages with everyday images and content that revolve strictly around your product or service. You can create content on related topics that are exciting and contain useful information.


Let your social media content be tailored to your target audience. Let it be content that they resonate with, content that adds value to them even though it's not explicitly mentioning your brand.


Once the content is focused on the audience, even if your industry is boring your posts won't be, and they will get lots of shares.


Before you publish a post on social media, ask yourself, “If I were the audience, would I read this post?"  If the answer is no, it will most likely be a "No” for your target audience as well.

Hire a Social Media Expert


Your social media handle needs the touch of a real person to make it more appealing and authentic. Most businesses have social media handles that appear very robotic, which is a turn off for most people. Your target audience wants to know that they are interacting with a real person and not a robot.


Being an expert in your niche does not mean that you are the best person to handle your social media. Some people are experts in social media marketing. You should employ the services of such experts.


This is necessary because B2B social media marketing is tough to handle, and an expert will be able to get the best out of social media for your brand.


Experts understand the intricacies of social media and can help create content that will reach broader audiences. You can hire individual social media experts of a social media consulting agency.

Go beyond LinkedIn


It is a known fact that LinkedIn is a reputable platform used by many B2B companies. A study showed that 63% of marketers consider LinkedIn to be the most effective B2B social media platform.

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This is a great platform to use but do not restrict your social media presence to only LinkedIn.


You can make use of social media platforms like Pinterest and Instagram to tell stories about your brand, appeal to the emotions of your audience, and then spark a conversation. The graph below shows the percentage of B2B marketers who use different social media platforms to distribute their content.




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An easy way to find social media platforms that will benefit your company is to check what platforms your competitors are using to build their audience.


You can check the websites of top companies in your industry and find the social media profile links they have.


When you do this, you will discover that most of them have a substantial presence on different social media platforms. If you what to get to the top too, you have to follow in their steps and create a strong presence on various social media platforms.


To learn more about social media presence, including Facebook ads, click here.

Repurposing B2B Marketing Content


You don't necessarily need to continually generate new content for your B2B content marketing strategy to be successful. You can repurpose your old content and make it more appealing to your audience.


If there are content marketing strategies that you used that were successful, you can make use of them again.


Repurposing entails updating or altering the purpose of the content in a way that targets a broader audience. Repurposing content allows the content marketers to take advantage of the visibility and traffic of content that has been successful in the past.


However, not all content is worth repurposing. Go through the pool of content you have published and check analytics. If something stands out as popular, shared many times, or if it generated new leads, use it again!


The following content can be repurposed:


  • Content that generated the most traffic in previous years. You can use Google Analytics to determine this.


  • Content that had the most social media shares. Buzzsumo is a great tool that will help you see the topics that are most shared on every social media handle.


  • Content that received the most backlinks. You can use Moz, Buzzsumo, or SEMrush to check the backlinks that each post got.


Think about the audience you are trying to reach and on which platform.




Let's look at tips for content repurposing that will improve your B2B content marketing strategy.

Spice up Your Best Content


Spicing up your best performing content is a great way to repurpose. If a piece of content performed well, update it, and repost it!


How can you spice up your posts? You can provide new examples relevant to the year of publishing. You can change the structure of the article, add a video, or other visual effects. Get experts in your field or influencers to express their opinion on the topic.


Updating the content guarantees a longer lifespan in terms of relevance to the audience. It also maintains the constant flow of traffic that the content generates.

Create Engaging Infographics


If you have published content in the past that contains useful data, but for some reason, it did not perform well, you can repurpose it and spice it up.


Humans are visual beings. We react best to visual stimuli, so use this fact to your advantage. You can break down this useful content into engaging infographics, which will be easier to digest.


Breaking down large chunks of information into smaller visual pieces will make the content more appealing to the target audience. You can use colors to highlight important details that you want your audience to pay attention to.

Thematic Interviews


A great repurposing strategy is making use of thematic interviews with influencers in the industry. Having theme-based interviews with influencers and authorities in the industry will give your content more credibility.


Make the topic of your interview clear and make sure that the questions are provocative, interactive, and in line with what your customers want to know.

You can publish the individual interviews you have with each influencer as separate blog posts. You can later combine interviews with the influencers and make visual eBooks, Slide Shares, and infographics.

Starting a podcast is the easiest way to utilize influencers and offer valuable content to your audience. Podcasts can also generate leads and referrals.

Turn PowerPoint Presentations into Videos


It is easier for your target audience to digest the information you are trying to pass across if you convert PowerPoint presentations into videos. With videos, the senses of your audience are more engaged.


Besides, it is easier to share videos than PowerPoint presentations. You can easily share your videos on different social media platforms.


This will increase your online visibility and get you more traffic and leads. Long and tedious PowerPoint presentations come to life and become exciting when converted to videos.

Conclusion


Content marketing is extremely crucial to your overall marketing strategy. It is a proven marketing method that you need to embrace to succeed as a B2B brand.


What is your experience with your current content marketing strategy?

















Author

Mathieu Picard

CEO, Anyleads, San Francisco

We are the leading marketing automation platform serving more than 100,000 businesses daily. We operate in 3 countries, based in San Francisco, New York, Paris & London.

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Discover the Anyleads suite 😍

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Anyleads
Sales Chatbot

Install a chatbot to capture visitors data and convert them to leads.

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Anyleads
Personal content writer

Get unique daily content for your business redacted by a artificial intelligence writer.

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Anyleads
Prospecting

Find & verify emails, send automated drip campaigns and generate sales.

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Anyleads
Youtube extractor

Extract subtitles of Youtube videos to create unique content.

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Anyleads
B2B Exchange

Increase your visibility and virality with a community of influencers.

Start generating leads with our software

Create your account and start your 7 day free trial!

Error, this account already exist. Error, domain not allowed. Error, use a business email. Welcome to the Anyleads experience! By registering you agree to the Terms and conditions agreement.

Discover the Anyleads suite 😍

We offer multiple products for your lead generation, discover them below!

>> Unlimited access to all products with one single licensecheck our pricing.

illustration
Anyleads
Sales Chatbot

Install a chatbot to capture visitors data and convert them to leads.

illustration
Anyleads
Personal content writer

Get unique daily content for your business redacted by a artificial intelligence writer.

illustration
Anyleads
Prospecting

Find & verify emails, send automated drip campaigns and generate sales.

illustration
Anyleads
Youtube extractor

Extract subtitles of Youtube videos to create unique content.

illustration
Anyleads
B2B Exchange

Increase your visibility and virality with a community of influencers.