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4 Content Marketing Strategies for B2B Sales Enablement
By Shane Barker
Content is crucial for B2B companies to inform, educate, and sway their target audiences. This means you can’t just produce whatever content you want to and expect people to buy your product or services.
You need to carefully plan out what types of content you should create so that you’re able to provide valuable information to your audience. You should also determine where you should publish the content in order to reach the right audience.
It can be a bit challenging to come up with effective and actionable ideas. So make use of these content marketing strategies to guide you in your sales enablement efforts:
1. Create Informative and Valuable Blog Posts
When you’re trying to win over a B2B audience, it’s always crucial that you show your expertise in the subject instead of blatantly promoting the features of your product. Show them exactly how well-versed you are on the topic by providing them with information that they can actually use.
You can do this by producing blog posts that are highly informative and valuable to your audience.
Use these blog posts to establish the value of your product or service without directly promoting it. You can pick a topic that will address your target audience’s common pain point. You will then provide them a comprehensive and actionable guide on how to solve the issue. In between, you can show them some tips or ideas involving your product or service in some way or the other.
Tools like BuzzSumo can help you find trending or popular topics that your audience will love. You just need to enter a relevant topic, and the tool will show you top-performing content on that topic. Make a list of some of the titles, and see how you can repurpose them to create fresh and engaging content for your readers.
2. Submit Guest Posts to Relevant Authority Sites
If you don’t already have an established audience to promote your content to, you can always generate B2B leads by leveraging someone else’s audience. This would involve writing informative and valuable guest posts for authority websites relevant to your industry.
These websites will ideally have thousands of loyal visitors, whom you can showcase your expertise to, and eventually drive to your site.
To find these websites you can submit guest posts to, all you have to do is conduct a Google search for topic + “blog/website” + “write for us.”
For example, if your target audience comprises of people who read personal finance blogs, you can search for “personal finance blog write for us.” You’ll be able to see a host of blogs that are relevant to personal finance and accept guest post submissions.
Since it’s also important that you submit guest posts only to high authority sites, make sure you check the Domain Authority of the websites that come up in the search results. You can use the Check Moz tool for this. All you need to do is enter the URLs you wish to examine and then click on “Find Moz Metrics.”
The tool will then give you some crucial data about the URLs you have entered. You’ll be able to see the Domain Authority and Page Authority of the URL. You’ll also be able to see the Moz Rank and the number of backlinks for the URL.
3. Create Case Studies to Build Trust
Case studies make an excellent addition to your content marketing strategy as it helps build trust with prospective customers. This will help in driving more sales for your B2B company. Case studies give detailed information on what kind of issues your customers were experiencing and how you or your product helped them solve the issues.
It’s best if you clearly provide the names of the companies or customers whom you’re writing a case study about to make it even more trustworthy. Your case study doesn’t have to be a very lengthy documentation of the entire process. It should mainly contain a brief about the customer, challenges, goals, action taken, and results. If possible, try to add screenshots and images relevant to the case.
You can also optimize the case study with keywords to optimize it for search engines. This will ensure that relevant searchers will take notice of the content. These searchers may visit your site to read more about the case study. If they are actively searching for a product or service similar to what you sell, this might be enough to convince them to buy from you or at least consider you as an option.
NeoReach publishes influencer marketing case studies in a simple, easy-to-understand format. They simply outline the client’s name, the goal of the campaign, and the results achieved. They also show an example of one of the videos created by an influencer for the campaign.
4. Enrich Your Social Media Content with Customer Stories
Social media content is highly valuable for generating B2B leads. In addition to regularly sharing valuable content from your blog, you can also use social media to share content generated by your customers or about your customers.
This is crucial as this type of content acts as social proof, showing potential customers how your product or service has benefited others just like them.
As a result of this increased trust levels, you should be able to generate plenty of sales through your social media traffic. Sharing content created by or about your customers such as reviews, testimonials, and case studies can also make them feel valued. This will enhance their loyalty towards your business and boost customer lifetime value.
Optimizely uses Twitter to promote the case studies they have written about some of their customers.
These are some of the best ways B2B companies can make use of content and distribute it to reach the right audience. As you can see, there isn’t just one type of content you can create to drive sales. And your website isn’t the only place to publish your content if you want to reach a bigger, more relevant audience. Use these four content marketing strategies to experience significant growth in your numbers.