A B2B Content Marketer’s Guide for Optimizing Content
This is a guest post from Terrie Elliott, Manager of Product Marketing at Accusoft.
Like all aspects of marketing, B2B content marketing is both an art and a science. While there are many proven processes that deliver results—like audience research and A/B testing—generating leads also requires some creativity and added human emotion. After all, evoking a response from your audience is going to take a little more than a perfectly timed email. B2B content must be useful. It must be actionable. It must be high-quality.
So how can B2B marketers optimize their content to have the biggest impact? Here are some key steps to take.
Lay the Foundation
As with every good strategy, you have to start from the bottom. Cleaning up your internal processes and laying a strong, yet adaptable, foundation should be your first move.
Make sure to approach this step from both the human and technology sides—people and processes. Consider bringing your team together to revisit your client’s goals and also brainstorm ways to improve ongoing communication, strategy and development.
Then, shift your focus to technology and work to enhance day-to-day procedures that can help make content development as effective as possible, like process mapping or cleaning up Salesforce. Process mapping is a simple concept that can prevent inefficiencies across a project or an organization. By laying out each aspect of business operations, you’ll have a comprehensive overview of every step of the process and be able to provide clear instruction that inspire productivity.
Have A Method to Your Madness
Blindly crafting content isn’t advisable—or smart. In fact, your efforts should all come back to the three most powerful letters in the marketing language: ROI.
So how can you maximize your content’s ROI? Start by defining a quality lead.
Take into account both demographics, like industry, budget and company size, as well as actions related to your brand, like social media interactions, content downloaded, and emails opened. This will help you and your team craft messaging that addresses the specific business problems of your top targets.
Analyze Previous Campaigns
Once you’ve solidified the “ideal lead,” examine the types of content you’ve been creating and how each has performed. Did you notice that the research-based white paper you spent weeks writing received fewer downloads than an infographic? Or that your email packed with “quick tips” outperformed the email with industry trends?
When you’ve narrowed down the most effective content, run some A/B tests to experiment with different headlines, CTAs, and even color schemes. Audit the results and take note of which versions lead to more conversions—then reinvest your time appropriately.
Implement Workflow for Content Creation
Workflow automation is one way to eliminate manual, mundane tasks and streamline the reviewing and editing process. One feature of speciality workflow automation softwares is document collaboration. Document collaboration allows users to add comments, track changes, and make suggestions for the author’s approval, similar to a Google or Word document editing tool.
However, the all-in-one platform also creates a process for internal approvals, as drafts often needed to be forwarded between different people and departments. A draft of an email, for example, might pass through multiple departments on any given day—content, accounts, design, digital, etc. By using workflow automation software, you won’t have to filter through emails or hunt down people across the office for input.
Time To Roll Up Your Sleeves
Content is everywhere, and your audience is faced with countless messages every day. What does this mean for you as a B2B marketer? You must put your entire brain to use—both the left, analytical side and the right, creative side.
Ramp up your internal processes to establish fluidity from the get-go, invest in the strategies that have proven successful for your business, and leave a little room for experimentation. After all, you know your audience best.
This is a guest post from Terrie Elliott, Manager of Product Marketing at Accusoft. Terrie is responsible for managing the overall positioning and go-to-market strategy for Accusoft’s product offerings. She has spent the last 14 years marketing software, hardware, and professional services in the IT sector. She holds an MBA from the University of Edinburgh, where she was able to combine her love of learning with her passion for travel.