Take this example from New Relic, a company that helps businesses to sift through and decipher the meaning of their data. Normally, this company’s product might sound as exciting as watching paint dry. But through a story of a company’s journey and its desire for understanding, New Relic takes a dry subject matter and makes it appealing. Instead of thinking of data, customers think, “I would love to be able to understand my business more clearly.” That’s the beauty of storytelling.
Choose quality content over quantity
With such a big push toward filling that content calendar, the quality of B2B blogs and other content can quickly go downhill. While it’s important to keep that content flowing, you never want to lose sight of the quality of your content. Don’t give them a reason to seek content from your competitors — always strive to give them consistently high-quality content that keeps them coming back for more.
Create content around a predetermined purpose
What is your company’s purpose? This is the first and most important question you need to ask yourself before any content is created. If you don’t have a clear purpose or goal, your content will appear haphazard and your readers will have no reason to return.
Make it personal
Nobody likes to be addressed in generalities — to be just another face in the crowd. We want to feel special. That’s why you no doubt program you phone with your personal data — so it can greet you by name, give you local weather, and even recognize your fingerprint.
In B2B content marketing, we need to personalize our approach if we want to succeed. Many effective marketers have already begun to do this. A recent study published by Forrester Consulting and Persado revealed that 69% of marketers used data from loyalty and customer value programs to determine what offers would appeal to certain individuals. Another 67% of marketers used behavioral data to create the right content based on insights and emotions. Could you leverage this kind of data in your marketing strategy?
Become a reliable news source
One way to become an authority is to generate data people cite. Conduct your own research, distribute your own surveys, and then leverage the valuable information you collect. In addition to external use, consider sharing it internally, for employee recruitment, or customer service.
Meanwhile, those in your industry will find it valuable. Create reports, articles, presentations and white papers citing your data. Promote it in social media and direct people to a digest where they can get the full report in exchange for an email address.
Go live whenever possible
67% of B2B marketers say that live events make for one of the most effective strategies. It gets people talking around your brand, let’s you bond with potential and current customers, and gives your company a more human feel.
Another great benefit of a live event is that it can live on long after the event ends. Create video snippets of your live event to use in your marketing. Do video interviews with attendees to make it more engaging and encourage attendees to stay connected. Ask people at the event to follow you on social media. Create a special, event-specific hashtag that you can use to track feedback from the event and promote the event before, during and afterwards.