Price, product, and promotion are some of the most frightening challenges every B2B enterprise faces almost every day of their daily lives. However, promotion is where they face the toughest of the challenges.
This is precisely what makes B2B content marketing a tough nut to crack, especially when the industry keeps evolving quite drastically every year.
The B2B content marketers have a daunting task at hand in that they need to decide the target audience, create the right content for lead nurturing and then make sure they convert.
When it comes to content creation, discovery, and engagement, most B2B marketers find it hard to develop a winning template.
In this post, let’s delve deeper into some of those mind-boggling B2B content marketing pain points and explore ways to deal with them successfully.
Pain Point #1: Consumability
With tons of content being published online, the B2B consumer has no choice but skim over most of it.
According to a research by Nielsen Norman Group, a user will only read 20% of the content on your page.
Make no mistake — your content might not reach your target audience unless you make it easy for them to read it.
So, how do you ensure your content has optimum consumability?
Evaluate your content has the following elements.
Aesthetics: Believe it or not, your target audience is affected by aesthetics. If your fonts are not legible or consistent across all browsers, your readers may have a hard time consuming your content. Likewise, if your content reeks of grammatical errors or typos, you might turn off your audience big time.
Proofread your content thoroughly and make sure the main points of your content are easily visible.
Format: Your content is the result of your hard work; however, it’s just a tall wall of text to the skimmer.
- Make sure your text is broken into paragraphs and sentences that follow a natural flow for the reader.
- Use headers and subheadings wherever appropriate.
- Use graphics to support and illustrate your main points.
Substance: While aesthetics and readability are crucial parts of your content, it still needs to be relevant and valuable to your audience. No content, however well-designed, can hold a reader’s attention unless the information is relevant to their needs.
After all, the quality of your content is more important than the quantity.
Pain Point #2: Variety
The second most challenging aspect of content marketing is creating a variety of content rather than just blog content.
While blog content is an effective way to nurture your leads and rank higher on search engines, you may be losing out on potential leads that love to consume a wide range of content such as slideshows, eBooks, videos, infographics and so on.
Each of these content pieces serves a particular purpose of your content marketing campaign.
For example, while eBooks are ideal for generating leads, infographics can get your brand a wide exposure and possibly, loads of backlinks.
Likewise, slideshows establish your brand authority and explainer videos can help you generate curiosity in your prospects.
Evaluate the KPIs of each of these content types to see how they perform in your content marketing campaign.
Pain Point #3: Discoverability
Great is content is useless unless it’s discoverable by your prospective audience.
As a matter of fact, optimizing the discoverability of content is harder than building the content itself.
There are several aspects to promoting your content to boost its discoverability and help it get found your potential audience.
Let’s take a look at your options:
Search Engine Optimization (SEO): This begins with keyword research and understanding the needs of your prospects. By using keyword discovery tools such as Keyword Planner, Moz, and BuzzSumo, you can track search queries and popular topics to build your content.
By optimizing your content for higher search rankings, you can boost your content visibility and get more page views.
Recommend Reading: 6 SEO Strategies to Boost Your Content Marketing Success in 2018
Social Media Marketing: Social media marketing is the art of creating snackable content, posting it on your social channels and attracting a new audience.
The key, however, is to establish the social media channels that are most suitable for your brand promotion and follow the best practices of social media posting.
It’s practically impossible for any brand to build their presence across all channels. Therefore, they should choose channels carefully and see what kind of content offers optimum engagement.
Recommended Reading: Choosing the Best Social Media Platforms for Your Business
Outreach Campaign: Apart SEO and Social Media Marketing, building outreach campaign is another form of marketing that can help content marketers gain valuable traction for their content.
This campaign essentially involves reaching out to similar brands via email and sharing your best content with them, especially the content that is best aligned with their business interests.
For example, you write an exhaustive guide, locate a relevant resource from another brand and ask them if they could include it in their resource. If they find your content valuable, they’re likely to share it with their audience.
In many cases, content marketers request social media influencers to share their content as well. If your content offers uniquely valuable information, you’re more likely to succeed better with your outreach campaign.
Pain Point #4: Accessibility
Let’s face it — building audience at your blog is a tough undertaking. Every time you get a new audience, it means your content promotional strategies are effective.
However, that’s not where your content marketing ends.
When you get a new audience at your blog, you should try your best to keep them engaged for long and help them navigate your blog and discover other content pieces as well.
That’s where accessibility plays a key role, and for many content marketers, it’s one of the difficult aspects of content marketing.
Here are some tips to make your content more accessible to your audience.
Show Your Content Sources in Menu: If it’s not visible, it doesn't exist. Make sure key sections of your blog is accessible from the top menu. If you have multiple resources such as blog, news, resources, tools, create a separate menu in the header for easy accessibility.
Add Categories to Menu: If your blog follows a sidebar-less design, be sure to add your categories to the header menu under blog. This will help your visitors explore the categories and browse content.
Showcase Top Posts: Most of your new audience comes via top performing posts. However, they may not be aware of the other popular posts. Create a section for the top performing posts either on the sidebar or at the bottom, to make sure they see the relevant content.
Create a Search Box: Even as search bar is a must-have accessibility feature for blogs, many blogs fail to optimize their presence. Use advanced search features such as Instant Search or Google Search on your blog to help your readers find better content.
While the emergence of big data and artificial intelligence promises to simplify the complex content marketing decisions, content marketers still need to spend a great deal of time to understand their target audience, explores bottlenecks and keeps on improving their content to capture a new audience and boost engagement.
About the Author
Susanta Sahoo is founder and chief content marketing strategist at Top League Technologies, a digital marketing start-up in Bhubaneswar, India. By offering SEO consulting services, he helps SMB’s build their online presence and boost ROI. Follow him on Twitter: @ugosus.