How to Create Relevant B2B Content on a Budget
“Content isn’t king, it’s the kingdom.” ~Lee Odden
Although content marketing costs 62% less money than traditional marketing techniques, Demand Metric found that marketing content generates three times as many leads as traditional marketing techniques.
We all know by now that solid, effective marketing campaigns are made up of relevant content. The thing is, creating relevant, quality, B2B content can be expensive, and time-consuming. Case studies, white papers, eBooks, blogs, landing pages, email copy, drip nurture campaigns, quality subject lines… you get the point. All of this content can add up to a lot of time and money.
Let’s also throw in one of the best marketing strategies – Account-Based Marketing (ABM) – which also includes custom, highly-personalized messaging, unique and persona-based content, and multiple unique landing pages.
That’s in addition to your actual work.
So, how do to plan & create all of this relevant B2B content without spending too much time and money? Here are 3 ways that can help:
35% of marketers believe that if you are suffering from budget constraints, opt for content curation (Curata).
Content Curation plays a large role in achieving enhanced visibility and higher customer engagement. When you curate, you select content that someone else has produced and add your value through personal experience and perspective. While not being free, it is a cost-effective way to fill your content calendar.
For example, “Answers to 10 Email Marketing Questions You Were Too Afraid to Ask” from HubSpot would be a great blog to curate for email marketers. It is from a trusted source in marketing, the title catches peoples attention, and it’s something a marketer can n relate to. In order to curate, we could add in our own bit of advice and personal experience, like:
“A great read from HubSpot on how to create great marketing emails, “Answers to 10 Email Marketing Questions You Were Too Afraid to Ask” One thing we always share with our Rendertribe clients – too many B2B businesses try to modify B2C email marketing for their customers. Unfortunately, it’s not that easy. From email drip campaigns to traditional house lists, email marketing is a critical piece of your B2B marketing strategy and needs to be done right to ensure you engage new target accounts while fostering relationships with current clients. Contact us to see how we can help you!”
Adding your unique personal experience or perspective to the content will help you build a credible reputation within your industry and showcase your industry insight and knowledge to your potential customers.
85% of the B2B content marketers give credit to content curation for their organizations’ success (Content Marketing Institute).
2. Don’t Reinvent the Wheel.
Do you have popular and helpful content that’s starting to feel a little old? Repurposing that content can breathe new life into it and make it exciting again! By simply altering an old piece of content with updated statistics, perspective or imagery, you can make it fresh and appealing to a new audience.
Refreshing old pieces can also increase your organic search rankings, deliver faster results, and will take less time than creating new content. Your click-through rate will also increase as Google will recognize the new content and rank it higher. Updating links within the content will also help your rank because Google can tell when a link is old or broken.
By changing a few words and bringing the content up to date again, you can then use it in different ABM and paid campaigns. From changing long-form content to guides or infographics, to updating webinars to video tutorials, here are some more unique ways you can repurpose your old content from WordStream.
3. Utilize Writing Services.
B2B companies that offer consistent blogging have 67% more leads monthly, compared to companies that don’t blog regularly (Demand Metric).
A lot of businesses fall flat in the content department because they simply don’t have an in-house writer, or enough time to write and edit blogs, websites, articles, white papers, and so on. With a writing consultant, freelancer or agency, you can outsource the strategy, calendar, quality, and research. Outsourcing content writers can also be more cost-effective than hiring a full-time employee.
84% of B2B marketers are outsourcing their content creation (Content Marketing Institute). Why might this be?
Creating new content doesn’t need to be stressful. One of the best ways to create and ideate new content is to take a look at your analytics and keywords to see what’s bringing the most traffic to your blog or site now. Look at your emails and see what pieces of content have the best open rates, generating the most leads. Take a look at your competitors to see what type of content people are engaging with on social media and on industry-specific web sites.
It’s a good place to start!