A large part of your IT marketing strategy probably includes B2B content creation. The problem is that content saturates the internet today, so getting your content in the forefront is a challenge.
The one thing that you can do to break away from the crowd is to put your audience first. In fact, in a 2018 Content Marketing Institute (CMI) report, it states that 90% of successful B2B content marketers put their audience’s needs ahead of their company’s sales messages.
Key Factors for Content Marketing Success
CMI also found that nurturing your audience and understanding who they are, and what they need are key components of successful IT marketing. CMI published the following statistics, which gives you an idea of what most successful content marketers include in their content:
- 87% use email
- 77% provide educational, informative content
- 45% relate to audiences with storytelling
- 96% of effective content marketers build trust and credibility with their audience
Nurturing your audience with emotions, empathy, and friendliness builds trust. Focus on having conversations with your audience, rather than just giving them logical, businesslike information.
Focus on Building Relationships
Spend your time on building relationships, not closing the deal. Your goal is to develop long-term loyalty and insights into your audience.
If you build trusting connections and talk to your prospects about the issues that concern them, then you won’t have to worry about losing them to your competitors. This relationship-building content marketing boosts your brand’s visibility and attracts customers who need your help.
Connect with Your Target Audience
The following B2B content strategies can help you educate your audience, build brand awareness and establish you as a trustworthy resource. Keep in mind, that you don’t want to alienate your readers with dry, advanced writing, but connect with them on an emotional level. By engaging your prospects, you can overcome the content overload that your audience faces and give them the information they truly need.
- Quick audience surveys – When you post your content on your social media channels, emails, blogs, and landing pages, include a multi-question survey or open-ended questions for your audience. This is an effective way to learn more about them and what they expect from your services.
- Keep up with trending buzzwords – Use keyword analytics tools to discover the trending buzzwords in the MSP industry. Then you can determine in which direction to take your content marketing. Incorporate the buzzwords in your posts for increased SEO.
- Read competitor’s content – Knowing what your competitors include in their content can help you create unique posts that go into more detailed, relevant content. Read the comments that their readers make and focus your content on answering their questions.
Conclusion
The one component that your IT marketing team should consider when creating content is audience engagement. Connect with them by giving them what they need and show sincere concern for their problems. If you connect with them on an emotional level, you’ll reach your content marketing goals.
