Content marketing for B2B practitionersMay 16, 2019
1) Project management solution
Project management solutions help B2B marketing teams ensure all content marketing processes are properly managed and executed, through one centralized platform. When focusing on the creation of content assets, these tools are especially beneficial for large businesses or those who use agencies for content creation, outlining essential asset deadlines and sharing necessary documentation.
With a project management solution, you can create and assign different content tasks, set deadlines and current task status whilst exchanging comments and uploading files. This ensures the content assets you require are constructed in a timely manner, so you can continue to publish, amplify and distribute educational, engaging content in line with your ideal strategy.
Without this tool, communication can become very difficult, especially when working with an external agency. To create exceptional content, assets need to be researched, created, amended, optimized and more- a project management solution helps your team successfully juggle and manage the numerous content assets required to deliver a world-class B2B content strategy.
Several solutions are available to the market, some even completely free. Jira is perhaps the most popular used by agile teams, whilst Trello is highly rated for smaller business and less complex projects. Others like Zoho Project can integrate seamlessly with your other apps of Zoho suite if already a user.
2) Content Management System (CMS)
If you want a successful content marketing strategy, you need a content management system as it makes creation of new material much more streamlined and efficient compared to non-CMS based website technologies. From publishing content on your website to measuring content success, these solutions are the backbone of your content strategy, ensuring the assets you’ve worked hard to create are appropriately shared and effective in producing desired results.
Businesses running a content marketing approach without this type of software spend an average of $120,000 more every year to produce and publish the same volume of business content as those using a CMS. The insight gained from this solution helps marketers understand which content is currently popular, analyzing asset performance to prove the most commonly viewed and downloaded assets.
On top of the invaluable marketing analysis, a CMS does your content marketing strategy a huge number of favors, from improving content SEO rankings to enabling content edits and amendments once assets are live. Without a CMS, you’re setting your content team up for a difficult ride and a likely failure; imagine managing an email marketing strategy without an email sending platform- it’s nearly impossible to gain the results you need!
WordPress is by far the most popular CMS, whilst other solutions like Drupal, Joomla, and Magento also attract a fair amount of market share.
Though a CRM (customer relationship manager) is usually seen as a sales tool, the insight offered by the data held in this system can be game-changing for your content marketing strategy. Businesses using their CRM data to understand which content successfully converts prospects gain an exciting window into which asset topics and formats aren’t just successful for lead generation but influence the ultimate purchasing decision. A CRM records all the data collected pertaining to an individual lead or client; with a little digging, your team can use various account profiles to understand which content pieces are regularly viewed by pipeline leads, and how these assets affect their buyer journey.
Creating content that converts is important. But creating content that practicalizes your product and helps readers understand the value it offers their everyday processes is paramount to success. Without a CRM, you’ll struggle to gain the understanding needed to create assets that go deeper than conversion and encourage prospects to become clients.
It’s likely your sales team is already using a CRM solution to manage and track their leads through the pipeline- as it’s already there, you may as well use it to boost your content marketing approach!
Check out our article for the Top 10 CRM for your business here.
4) Social media management software
Nearly 90% of organizations conducting a content marketing approach use social media to distribute their content. To do this seamlessly and effectively, you’ll need a social media management software. As many organizations work with a variety of social media platforms, these management tools let your marketing team co-ordinate content distributed across every social platform from one tool. Your team can create posts to promote content, schedule publications to stagger your content release and gain detailed, metric analysis of performance to understand which assets are popularly engaged with on each specific social media platform.
Though your team can still post content on social media without this tool, they will struggle to measure its success; and as the content you produce increases, and the number of social media platforms used climbs, this manual process rapidly becomes too difficult to manage. Social media is vastly becoming a B2B marketing essential, as a majority of buyers say they prefer to follow a brand on social media than through any other channel. If you’re not using social media to amplify your content, you need one of these tools to turbo-charge your content marketing success.
5) Landing page management solution
Whilst some content assets, such as blogs, are usually published on webpages and feature a form fill, downloadable PDF content assets usually contain calls to action, which will inevitably link to landing pages! A landing page management solution helps your team build these essential pages and measures their success. With so many different types of asset and topics, you have the chance to be very clever with your landing page management, creating multiple pages based on content type or topic (or both!), so after gathering results, your team can categorically pinpoint which asset elements increase desired behaviors.
Without a landing page management solution your team could miss out on potential new business opportunities, as asset CTAs don’t link seamlessly to an online form fill– readers would instead have to return to your website and find a form or a phone number should they wish to contact your team! Working with content landing pages ensures your team can always link assets to a powerful CTA, consistently maximizing audience engagement to promote the highest possible conversion.
6) Marketing automation email platform
As the world of B2B marketing progresses, departments start to embrace marketing automation, fuelling behavior-triggered email sends for increased lead nurture. Content and marketing automation go hand in hand– what better way to build a strong buyer-brand relationship than through expertly crafted content assets? A marketing automation email platform lets your team set up workflows, so when a prospect downloads a specific asset or accesses a content landing page, they are seamlessly sent another relevant content asset to continue engagement and edge them closer to conversion.
B2B marketers can still conduct a successful content strategy without marketing automation, so this platform is (currently) not an essential, but the sooner you embrace the future, the easier content marketing becomes (and the quicker you’ll overtake competitors!). It’s also likely your business will gain a large number of warm leads- people aware of your brand and product but not yet ready to purchase as they struggle to see its full value. Using automated email communications, you can nurture these leads to understand your incredible product/s, so upon conversion, they already understand your product’s importance and spend nearly 50% more on their purchase.
7) Website visitor identification software
Knowing which assets are popular is just the start; with a website visitor identification software, you can discover the exact audiences engaging with your content on a regular basis. Whilst you may think a content asset is performing well, if it attracts the wrong audience and converts leads that won’t pass your sales qualification, your business has seen little return. Using a tool like MirageLeads, you can gain detailed website analytics to better understand popular topics and content pages, whilst identifying the exact businesses visiting your website. With contact details for key decision makers provided in real time, your team can make instant follow up communication with valuable new business opportunities for increased conversion success.
To find out more and discover how it can benefit your business – book your free demo today!
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