Tag Archives: content marketing tips

[Infographic] B2B Content Marketing Trends in 2020

Infographic B2B Content Marketing Trends in 2020

Infographic B2B Content Marketing Trends in 2020

Content is invaluable to any B2B marketing campaign. It’s one of the must-haves. Without it, you go nowhere.

Unfortunately, content marketing has also become extremely challenging recently. For one, the internet is saturated. Every day, millions of videos and blog posts are uploaded to various online platforms. Many of these content pieces now go without views because of the saturation.

Worse still, the content landscape is always changing. Keyword stuffing that worked like a charm a few years ago, for example, is now a death knell for SEO.

Marketers must adapt to these new realities to remain competitive.

Fortunately, Business2Community consistently tracks and updates marketers on any new trends in the industry. They’ve just released an update on 2020 trends.

2020 Content Marketing Trends for Maximum ROI

According to the new report, the first thing marketers need to know is that there’s no room for generalization.

While B2C marketers can afford to cast the net wide, B2Bs need to narrow their marketing. For example, B2B marketers can longer use certain types of content because everyone else is doing so. It won’t work in 2020. Instead, you must focus on delivering messaging and experiences based on your target audience’s needs.

Check out the rest of these content marketing trends to learn what else you need to focus on in 2020. It’s presented in form an easy-to-scan infographic.

Infographic B2B Content Marketing Trends in 2020 1

Is your Content Marketing Campaign Effective?

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Measuring the effectiveness of a content marketing campaign is, without doubt, one of the digital marketer’s biggest challenges. A lot of marketers, for instance, are skeptical about blogging because it’s almost impossible to measure the return on investment.

How would you know if the blog you posted last month is getting you the desired store traffic, for example? It’s not easy. Visits to the blog might give you a rough idea of what’s going on. So can the number of shares. But, these metrics are rarely sufficient when attempting to determine the effectiveness of your efforts.

The Solution? Align KPIs with Campaign Goals

A viable solution to this conundrum is to identify and track the Key Performance Indicators (KPIs) of each campaign goal.

These KPIs would be picked based on the type of campaign (is it a social media campaign, blogging, YouTube, etc.) and the specific goals you’ve set for that campaign.

Let’s say, for example, that you’ve set up a blog for your e-store. If the first goal of the blog is to generate leads, your KPIs would include Click-Through-Rate and Cost-Per-Lead.  Meanwhile, where the goal is to increase brand awareness, the KPIs would include;

  • Article views
  • Followers and subscribers
  • Shares, including social media shares

Business2Community has developed an elaborate infographic capturing all these strategies and tips. Spare a moment to check it out.

Create Content that is Better than your Competitors

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Create Content that is Better than your CompetitorsBetter content attracts more traffic. But what constitutes better? Read on to find out:

Long-form articles

Make your articles substantial and informative. High-ranking resources have around 2,400 words on average. To break up the content into smaller chunks, add an image every 100 words or so. Professional photos work best.

Readable fonts

Most people consume content on the small screens of their mobile devices, so small and fancy fonts won’t be easy to read. Choose at least a size 15 font. Pages ranking No. 1 use 15.8x font size on average.

Various content types

Go beyond articles when producing content by repurposing them into infographics, animations, videos, and other forms. Whenever possible, make content interactive instead of static to enjoy twice as many conversions.

Content is king, but the presentation is queen. For readers, how you deliver content matters as much as what’s in it.

Our thanks go out to SiegeMedia.com for this great infographic on How to Create Content 10x Better than your Competitors.

Create Content that is Better than your Competitors

 

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Use a Content Calendar to Generate Leads

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Use a Content Calendar to Generate Leads - 315In 1996, Microsoft founder Bill Gates said that content is king. Fast forward to more than 20 years later, and what he said still rings true.

But in the 90s, there wasn’t as much competition. You were good to go with a basic site with some text because that’s what all websites looked like then. But now content can be delivered in so many ways and on so many platforms. You need to have a clear plan with the following steps to ensure your content marketing is effective:

Identify your target market

Buyer personas serve as the representations of your ideal customers, so create them first before doing anything else.

Once you have them, flesh them out as much as you can. The more detailed you are with your buyer personas, the more you’ll know about the actual people you want to target. Don’t know where to start? You can use your current client lists or social media followers as a guide for making these profiles.

Determine what they want

Stuffing your content no longer works, but using keywords in moderation still, does. Thus, keyword research remains to be a useful tool. It helps you find out what your target audience is looking for and how they’re looking for it.

Engage your audience

Content that looks like an ad will turn off people because there’s nothing in it for them. Instead of hard selling, focus on engaging your audience with useful content. They’re giving you their time when they read your articles and watch your videos, so it’s only fair that they get the information they want.

If you establish yourself as an authority in your niche, they’ll also come back for more and may turn into leads. Make sure you have a lead capture tool when that happens.

Get creative with your ideas

Next, build your content calendar with your strong ideas. Start with the questions your customers are likely to ask then work on providing the answers. Also, let your creativity shine at this stage by creating infographics, slideshows, videos and other media to supplement your articles.

Plan out a doable schedule

Many businesses started out active online then failed to sustain it in the long run because they were too ambitious.

Quality, quantity, and consistency are the ingredients of content marketing success, so you need to follow a realistic posting schedule to achieve all three. Posting daily isn’t practical, but posting once or twice a week is.

Create content

If you’re too busy to write, hire freelancers or start an in-house writing team. But you can still squeeze out a blog post every now and then. Jot down ideas in bullet points, capture sources of inspiration on Evernote, doodle ideas on a napkin. You can also record your article on a voice message app and hire a transcriber later.

Automate what you can

Tools like HootSuite allow you to schedule your posts across different social media sites. You can draft all your posts for a week or month in one block then assign different posting dates and times to them. This ensures you’ll have published posts even if you get too busy later.

Most importantly … be patient

It takes a while to build a reputation as an authority within your niche. It can take a year of weekly posting, but once it picks up, it’s just a matter of maintaining your foothold. Content marketing is accessible to your audience and affordable for your pocket, so there’s really no losing here when done properly.