Content marketing truly is king, but in this world, there’s never an opportunity to rest on your laurels. Strategic B2B content marketing means continually refreshing and evolving your methods to suit trends, shifts in the content marketing climate and what your target audience is connecting with most at any given time. For the post-pandemic audience (who are taking less time to engage with posts and facing a barrage of marketing tactics daily), let’s take a look at 4 creative methods to generate new B2B leads and to bolster your existing brand image, marketing identity and client relationship.
1. Try a new route to your audience
Playing it safe with B2B marketing rarely delivers the results you’re looking for, so now is the time (with more affordable, self-managed marketing platforms and supporting tech than ever before).
If you’ve always marketed through static images and posts, consider how video could re-engage your target audience and welcome a new host of potential clients. We’re not suggesting throwing thousands of dollars at podcast equipment if you know the people you want to connect with won’t be listening, but start thinking outside the box and looking at what could get your name out as a thought leader in your industry in a unique way.
2. Partner up to boost your B2B Content Marketing quickly
Going it alone doesn’t always get you the best return, so look to other businesses and influencers with products or services you can neatly align with, and go to market with a joint promotion or partnership strategy that offers your audience something unique.
For example, you might be a professional portrait photography company and find an up-and-coming personal brand and styling business for corporates. You’ll benefit from an overlap in your audiences, tap into the socials and followers of one another and open up a new stream of content concepts and opportunities.
3. Blog benefits
Blogs are still essential to engage your audience and encourage more time with their eyes on your content. Of course, it can’t just be any content – compelling blogs will solve a problem for the reader, and again raise your profile as an expert in your field.
To create value, stay on point with the most up-to-date customer trends in your industry, and blend deep-dive how-to guides with timely commentary on buzz-worthy moments in the media or specific editorials that you know your audience regularly checks in on.
4. Webinars (with a difference)
“Another webinar?” I hear you say – yes, we’ve all become a bit fatigued by pre-recorded webinars, long-winded monologues and sub-par Zoom quality video. Instead, look to create an exciting lineup of speakers (especially a more high-profile guest that you know your target audience would be interested to hear from), and encourage interaction beyond the chat box. Ask for questions in advance, integrate polls and input from your audience as it goes live, and make it a neat 30 or 40-minute duration so it can fit neatly into a lunch break or between meetings.
In B2B content marketing, your “customer lifespan” goes far beyond an impulse purchase, and it’s all about relationship building, so make your content marketing a priority and step out of your comfort zone to reconnect and re-energise your audience.
The sky’s the limit, but your budget often isn’t, so look at lean ways to test out new B2B content marketing methods and tap into the hidden talents of your team, you never know if you’ve got a budding videographer, podcaster or writer that is just waiting to get out there and make your expertise shine.
In B2B content marketing, your “customer lifespan” goes far beyond an impulse purchase, and it’s all about relationship building, so make your content marketing a priority and step out of your comfort zone to reconnect and re-energise your audience.
