Feeling nervous about developing your own content for B2B marketing? Have you exhausted all options for procrastinating content creation? Indeed, we’ve all been there at some point. The good news is that you have a secret weapon. You have unlimited access to an expert. Who you ask? Well I’m talking about you of course!
You and your colleagues know your products, services, and how to solve your customers’ problems better than anyone else. You’ve researched their habits and needs and are in tune with what they want. Put that expertise to use developing content that engages them.
Whether you have ample budget and resources, or you are operating solo in a DIY world, the process for developing quality, original content is the same. We’ve laid out that process for you in four steps.
- Identify Your Target Audience
The first thing you’ll need to do is figure out exactly whom your content is targeting. You will need to flesh out that persona fully. Identify the persona’s problems or needs, and how your products and services help fill the gap.
- Create a Content Calendar
Next, develop a content calendar for that persona. A content calendar puts a timeframe to the tasks involved in production of each piece. It allows you and your marketing team to see clearly how the content will be delivered over a specific time period, such as a quarter or a year. For example, if your company provides office supplies to other businesses, and some of your biggest customers are schools and government organizations, you will want to plan the content calendar around the knowledge that most orders are placed at the beginning and at the end of the fiscal year.
- Develop Communication Channels
If you are going to produce all this awesome content, then an important step in the process is deciding how you will deliver it to your target persona. Do you want to use social media outlets? Will you use your email marketing platform? Do your targets respond well to direct mail? What about using print or digital advertising to drive users to your blog and other content on your website? If you already have data, use it to inform your decision about the channels that will work best. If not, make an educated guess, and find ways to capture data to use to review after a period of time. You can always make adjustments.
- Write, Write, and Write Some More
Jump in, start writing, and keep writing. Write emails, blog articles, and whitepapers. Publish an eBook on your website. Compose scripts for videos, social media posts, blog posts. Don’t underestimate the importance of a well-written follow-up email. The idea is to build up a queue of content so that when other marketing duties dominate your time, you have content in the hopper ready to publish. Also, don’t forget to build in time and a process for editing and obtaining approval from management or the legal department, if necessary.
So now what?
B2B marketers, I know you can do it. Take your expertise, follow these steps, and get going. You’ll be amazed at the quality content you can create in just a few months.
Image courtesy of Unsplash.com
Learn more about the steps to creating your own content by downloading our ebook, Feeding the Monster.