in the Part 1 of this postWe discussed two of the top five content marketing tactics to improve your campaign’s return on investment. The first was understanding your target audience and the second was choosing the right platforms. If you haven’t read this, we encourage you to read this here first.
This part explains the remaining three tactics you should use to get higher ROI from your content marketing campaigns.
Ready to learn what they are?
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3. Use a good mix of B2B content
As mentioned earlier, it is important to use the right type of content to target prospects at different stages of your sales funnel.
Here are some key types of content for B2B marketers, along with tips on how to use and use them. We’ve already discussed blog posts and guest posts, so these are in addition to these.
Videos are most effective at explaining new concepts or teaching people how to use your product. As a B2B marketer, you can use videos for product demos, tutorials, tips, and more.
Since videos are really good at grabbing audience attention, they can be used in the early stages of a buyer’s journey. You can use a video to introduce your brand or product to a wide audience and guide them through the sales funnel.
However, explanatory videos are also useful for nurturing leads and helping them make a buying decision once they reach your website. For example, Airtable uses an explanatory video on its product page to help users decide whether they want the product or not.
Webinars and online events
Webinars, podcasts and online events are great for attracting and nurturing leads. You can get the attention of the right audience and engage your existing audience with them.
For example, Trello has an entire section on its website dedicated to on-demand webinars designed to help prospective and existing customers. They cover topics ranging from productivity tips to how to use the various features of the platform.
E-books and guides
E-books and detailed instructions are ideally suited as closed content to attract new target groups and receive their contact details. These are the types of content that are most useful and so desirable that users fill out a form to get it.
You can use these at the beginning of your B2B content marketing funnel to attract users and get their emails to build your email list.
White papers, reports and case studies
Whitepapers and industry reports are very good ways to attract new audiences and get people to your website. These lead to a high level of organic traffic, as statistics or other useful data on an industry or topic are searched for.
Case studies, on the other hand, are useful in later stages when a prospect is considering a purchase but needs to be more persuasive. Case studies can provide the evidence needed to move them to make a final purchase decision.
4. Do thorough topic and keyword research
Choosing the right topics and keywords is the foundation of a successful content marketing plan. Here are some key tips to follow for B2B keyword research and topic selection:
- Use an advanced keyword research tool like SEMrush to compile a list of all relevant keywords.
- Select metrics like keyword difficulty and search volume to help you choose the right keywords.
- Instead of aiming for the most popular keywords, focus on the ones that you can realistically rank for.
- When doing topic research, see what kind of questions are being asked about a topic or keyword and answer them through your content.
- Use a tool like AnswerThePublic to find these.
- Use long conversational keywords as they are actually used to search for something.
- For example, let’s say you want to target someone who is looking for an email marketing platform that isn’t expensive. You may want to use “Best Budget E-mail Marketing Platforms” to do this, although “E-mail Marketing Platforms” would search volume higher.
- That way, you can reach a more relevant audience
Also don’t forget to consider and optimize voice search. The use of conversational keywords is helpful here as well.
5. Provide social evidence across platforms
B2B sales conversions take a lot longer than B2C conversions because business customers are harder to convince. Social proof is required if you want to generate conversions using content marketing.
This section explains different ways you can provide social evidence on different platforms, as well as examples.
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Customer testimonials, product / software reviews, case studies, etc. are great ways to provide social evidence on your website. Most of your sales are made through your website And this is where you should add social evidence to convince your potential customers.
For example, Bizzabo has a unique opportunity to present customer testimonials on its website. They use a visual representation to highlight customer testimonials as shown below.
Reposting customer reviews / testimonials on social media and using influencers are effective methods of providing social evidence. You can share testimonials, feedback, ratings, etc. as social media posts or stories.
For example, Buffer frequently publishes customer feedback and testimonials on their social media pages.
You can also work with influencers and ask them to write brand or product reviews to increase your credibility and provide social evidence to potential customers.
Are you ready to increase your content marketing ROI?
The best way to increase ROI for content marketing is to focus on getting more conversions instead of worrying about the cost. You should invest in creating high quality, useful, and relevant content for your audience.
Use these five tips to help you attract, retain, and convert your leads into customers. These best practices ensure that your B2B content marketing efforts get on point and generate a high ROI.
Shane Barker is a digital marketing consultant who specializes in influencer marketing, content marketing and SEO. He is co-founder of Attrock, a digital marketing agency. He has consulted with Fortune 500 companies, digital product influencers, and a number of A-list celebrities. You can find him on Twitter and LinkedIn.