Content marketing is the most important part of any B2B lead generation campaign. Content is the main driving force that forces your company forward. Without an effective content marketing campaign, you won’t get the results you want. Right now 70% of marketers believe their content marketing efforts are ineffective.
If you fall in this category your campaign can be salvaged. This B2B lead generation guide will help you to transform your campaign.
Are You Tracking Conversions?
You need to understand the customer journey from start to finish. Deploying content at the right stages is the priority of all successful marketers. Buyers want content to help them at every stage of the buying process. Most people today prefer to handle their own research.
Boring B2B businesses can still emotionally connect with their customers through providing the right content at the right time. Tracking your conversions and tracking the journey to get to that conversion will allow you to figure out where your B2B buyers are dropping off and where they are sailing through.
With only 49% of marketers aligning content with the journey of B2B buyers, this is an edge you can’t afford to miss out on. It really should be 100% of B2B marketers doing this because it’s key to guiding buyers from start to finish.
Are You Bringing Content into Other Forms of Marketing?
Content marketing is the only type of marketing that extends over all facets of a business. Bringing content into other forms of marketing will improve your visibility and the chances of making a conversion on all fronts. Integrating content into other marketing campaigns will enable you to generate far more leads.
One area where bringing content into the mix is content remarketing. Search engines and social media platforms are ripe for content remarketing. An outbound marketing strategy like this will enable you to make conversions outside of your website.
Marketing to people who have already viewed your content or come into contact with your brand can be an extremely powerful tool. These people are interested in your business because they find you time and time again. And content is the way to do it.
Finally, content is the main driver of SEO. Drive more B2B buyers to your website organically and you boost your chances of making conversions. Content marketing and SEO work in synergy to improve your ranking and bring in new customers. And SEO also works in synergy with generating B2B leads, so it makes sense to dedicate some of your time to working on SEO.
Are You Using Analytics Correctly?
To become the master of B2B sales you have to use analytics correctly. Using analytics in the right way will ensure that you can get rid of the weak spots in your campaign. The most successful marketers will check their metrics at least three or four times per week.
There are lots of metrics to check, but which ones should you actually check?
Begin by looking at consumption metrics, such as how many people viewed content and how often they did so. You should also check the sharing metrics. This will indicate whether your content is being shared widely. Then you should look it engagement metrics, which is how often people interacted with your blogs and your social media posts.
By far the most important metrics to check are your lead generation metrics. The average B2B business will have a lot of landing pages and a lot of forms to fill out. How many of the people visiting your pages actually filled out those forms? These numbers can be telling. A high bounce rate indicates you lost them somewhere.
Metrics will always help you maximize the results from B2B efforts, so make sure you’re tracking your performance and constantly tweaking your campaigns.
Experimental Content and Conventional Content
There’s a big difference between the conventional content you put out on a regular basis and the experimental content you will test things out with. It’s important to dedicate part of your B2B marketing team to experimentation. Trying out different types of content will allow you to make sure you’re getting the most out of your B2B marketing campaign.
Your experimental content should be kept completely separate from everything else. That includes your metrics. Make sure you are evaluating them separately. A piece of experimental content that flops is in no way representative of your overall content marketing campaign.
What do you think is the most important factor in creating great B2B content that keeps customers engaged?