B2B content marketing works by grabbing potential clients’ attention and holding it long enough for them to understand who you are and what you offer—after all, you can’t expect firms to sign up for your services if they don’t know you exist.
More companies are seeing the importance of content marketing than ever before. On average, firms are allocating 32% of total marketing budgets on content (Source: Content Marketing Institute).
Stuck for ideas on what content your professional services firm could be producing?
Here are the 5 B2B content marketing essentials your firm should be producing in 2018, and how you can position them to ensure they’re grabbing attention (rather than getting lost in the crowd).
1. A Research Report
Positioning: The State of [INDUSTRY & INDUSTRY RELEVANT TOPIC] in 2018
Why this type of B2B content marketing works: Besides being a primary research resource that consists of highly valuable and insightful information for your target audience, publishing reports will help you to build authority in your industry. The more authority you hold, the more respected and trusted you will become.
2. A Video Tutorial
Positioning: 5 time-saving tips to get [SPECIALIST TASK] done
Why this type of B2B content marketing works: Producing video advice in the form of tutorials forces you to simplify and condense your message if you want to hold your audience’s attention. When you do simplify and explain complex topics, your prospective clients will come back for more. And more. And more.
The more they visit your site, the more opportunities you have to put your messages in front of them.
By speaking their language, you’re demonstrating that you know what you’re talking about—rather than hiding behind a cloud of jargon.
Positioning: Never stress about T&Cs again: the ultimate free template to writing T&Cs for your website
Why this type of B2B content marketing works: Templates are an effective way to provide your audience with real-world examples of how you, as an expert, recommend approaching their problem, how you can relate to their experience, and how you have had previous successes doing so.
N.B. Don’t think about it as giving information away for free—because you’re not. Instead, you’re giving potential clients a low-value outline and structure to work with, which they can choose to upgrade themselves or get you to do for them.
Positioning: A simple solution to the [COMPLEX PROCESS] problem
Why this type of B2B content marketing works: Simplifying and communicating a complex problem takes intelligence, experience, and time—and there’s nothing more satisfying than discovering an easier way to do or explain something.
Helping your prospective clients with a problem of theirs starts a positive relationship between you and them. They might not have heard of your firm before coming across its infographic, however, knowing that you are able to address complex issues and solve problems they have puts you in a positive light.
5. A Consultation
Positioning: Request your free 20-minute consultation with an [INDUSTRY] industry specialist
Why this type of B2B content marketing works: Free consultations demonstrate assuredness and that you have the ability to solve any problem that comes your way. It’s also a great way to judge the market for your services and enables you to filter the serious enquiries from the ‘maybe-laters’ and tyre-kickers.
After all, if someone clicks for a consultation, it’s likely that they want to buy.
Remember: When the GDPR comes in (May 25th, 2018) you’ll need to make sure that you understand which lawful basis you are using to process individual’s personal data and are transparent about when and how you are using their data.
If you’re ready to start using content marketing to get your firm noticed, but aren’t sure where to start or are worried that you don’t have the in-house expertise needed to produce content that will be worth the investment, get in touch.
We specialise in creating well-positioned content that produces serious enquiries so that you always get the most from your marketing budget.
Let us do what we do best so that you can get on with doing what you do best.