B2B Content Marketing – How to Build Relevancy Without Breaking the Budget
6 Quick Tips and Tricks
How many blog posts have you read about content being king? I think by now we all know that good marketing campaigns are driven by good content; and the king is not evacuating his throne. But, here’s the thing: creating quality content is kind of expensive, and time consuming. Blog posts (like this one) aren’t too bad to create, but what about the longform content like white papers, eBooks, case studies and infographics? And then there’s landing pages, email lead-in copy, good subject lines, LinkedIn content bait, drip nurture campaigns. Whoah, Nelly. That’s a whole lotta time and money.
Then there’s Account Based Marketing (ABM) which requires custom, personalized messaging, along with matching landing page and some catchy industry and/or persona related downloadable content. So, how do you scale for all of the above? We have some tips and tricks that may help:
1. Curate, curate, curate.
Finding a blog post around your industry and/or wares, and expounding on it is a quick and easy way to create content, give a social backrub – if you will – and make things interesting.
2. Don’t reinvent the wheel.
Do you have a cornerstone piece of content that gives a solid overview of what your organization does? Or something that can apply to several industries; an underlying pain point? Don’t rewrite, re-skin it. Take the content, change it up a little bit and use it for your various ABM campaigns and, even, paid campaigns. Often, one piece of content can apply to many campaigns with just a switcheroo of some words.
3. Utilize Scripted or another writing service.
If there’s nothing you hate more than writing and aren’t that great at it, using a writing service can be super helpful. Scripted is a marketplace that employs freelance writers that specialize in many industries and personas. Using writing services can help you bring your idea to life and make it sound more professional.
4. Pull an infographic out of a white paper/eBook.
Turning a white paper into an infographic is easy because they are full of data. First, choose a specific topic out of the white paper to focus on for your infographic; because the white paper will be too long to be able to use all the information. Start your infographic with the most interesting points and stats to capture the reader. The same points apply to an eBook. Focus on a specific point and relay the most interesting facts.
5. Refresh existing content.
Making changes to old content can increase your organic rankings; delivering faster results and using less effort than creating new content. You can increase your click–through rate on an old piece by updating it. Google will recognize that it’s new and will be more likely to show it to “move it up”. It can also help your ranking to get rid of broken links. Google can recognize links that are old and don’t work anymore, and will not show your content so making sure to cite and link to new and updated sources will be very helpful. By simply refreshing an existing piece of content with new and accurate information, you can get your post ranking (or re-ranking) in no time.
6. Plan ahead.
The research phase can eat up a ridiculous amount of time, if you’re not careful. We all want to create the content that people want the most. It can leave you leaping back and forth on topic ideas as you try to decide exactly what your audience wants at any given time. Even with a strong understanding of your audience, you might feel lost in finding new topics. This is why researching good topics is important ahead of time:
Take a look at analytics/keywords and see what’s producing traffic to your blog now.
Take a look at emails and see what pieces of content provide the most leads.
Look at your competitors and see what people are engaging with.
We have a lot of other ideas – learn more about our content marketing expertise by contacting us today!