Tag Archives: B2B Companies

Dos and Don’ts of Content Marketing

1 Jun

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Content marketing is an important element in an overarching marketing strategy. And according to statistics by the Content Marketing Institute, you aren’t alone in your efforts if you employ it as a tactic; about 90 percent of small businesses and B2B companies do. However, as the Content Marketing Institute also notes, only six percent of B2B marketers rate their organization’s efforts as being “very effective.” Bridging the gap between effort and results means taking a hard look at your content marketing strategy to make sure you’re doing what you can to make it effective.

DO: Have a Strategy

Just like any other business action, your content marketing efforts need a definitive strategy. Even if you aren’t sure what your strategy should be, you should at least have something. As strange as it might seem, even a bad strategy is better than nothing at all. At least it gives you a benchmark from which to measure success and failure. You can also use a bad strategy to build a better one by tweaking the parts that aren’t performing as expected.

DO: Fund Content Marketing

Even the most iron-clad and proven content marketing strategy isn’t going to work as effectively as you’d hope if it isn’t funded well. Just like other efforts within your business, the more money you earmark for content marketing, the better the results you can expect. As the Content Marketing Institute points out, the most effective B2B content marketers spend more than twice as much on content marketing as those that are least effective – 39 percent and 16 percent respectively. Fortunately, more than 50 percent note that they plan to increase spending on their content marketing budget over the next 12 months.

DON’T: Put Content Up Without Thinking it Through

Yes, content marketing involves producing lots of content, but it shouldn’t be just any old content. Your content should be very engaging and targeted to the audience that you are appealing to. It needs to be informative and well written. It needs to leave the reader with valuable knowledge that is in-depth and encourages them to reach out to you for more information.

DON’T: Forget to Develop Buyer Personas

Buyer personas are an effective way to put a human twist to your content marketing. By developing a generic “person” who represents the behaviors, concerns, needs and choices of your ideal customer, your content marketing strategy will be sharper and more focused.

ER Marketing handles all aspects of a successful marketing strategy by crafting one that meets your unique needs. We’d love to show you how we can help you! Contact us today!

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