How To Turn Your B2B Content Marketing Campaign Around

Olin Hyde
April 1, 2019

Psst … worried your B2B content marketing strategy isn’t working?

Without an effective B2B content marketing strategy, you won’t get the results you – or your boss – really want. Ready for a sobering statistic? According to Content Marketing Institute, 70% of marketers believe their content marketing efforts are ineffective.


But don’t run for the exits just yet, friends. Your content strategies can be salvaged. By the end of this blog post, you’ll feel more inspired than ever to create content that gets your target audience to start paying attention. And fast.


Aligning Buyer Personas and High Quality Blog Content

It’s a truism in digital marketing, you’ve got to understand the customer journey from start to finish. Delivering great content at the right stage is a priority for all successful marketers. And buyers for today’s B2B companies expect easy access to quality content at every stage of their process. An added challenge? Most people prefer to handle their own research when making buying decisions, so you’ve got to anticipate the questions they might have beforehand.

The good news? Even ‘boring’ B2B businesses can still emotionally connect with their prospects. It’s all about timing.

So how do you find the right time to share your content?

By tracking your conversions. A greater understanding of your prospect’s journey to arrive at a conversion allows you to figure out where B2B buyers are dropping off – and where they’re sailing through. To better track conversion events, set up detailed goals in Google Analytics.

With only 49% of content marketers aligning their content with the B2B buyer journey, even this simple fix will help you rise above the noise. This is a key tactic to guiding buyers from start to finish – and as a bonus, you’ll develop a much better understanding of why they’re interested in your product or service to begin with. Which will, in turn, help you deliver more quality content for the long term.


Using Content to Streamline Your Omni-Channel Marketing

Content marketing is the only type of marketing that extends over all facets of a business. Bringing content into other forms of marketing will improve your visibility and the chances of making a conversion on all fronts. Integrating content into other marketing campaigns will enable you to generate far more leads.

One area where bringing content into the mix is content remarketing. Search engines and social media platforms are ripe for content remarketing. An outbound marketing strategy like this will enable you to make conversions outside of your website.

Marketing to people who have already viewed your content or come into contact with your brand can be an extremely powerful tool. The more often you can grab someone’s attention with your content, the greater your brand awareness becomes. By continuing to deliver reliable, engaging content on a consistent basis, the higher the likelihood that you’ll eventually make a sale with your return visitors.

And, of course, we can’t talk content marketing strategies without mentioning SEO. While there are a lot of factors that drive successful SEO, content is a crucial one – and you’re in the driver’s seat. You don’t have to rely on getting high-value backlinks or a guest post on a well-known website. Well-researched, innovative content rises to the top – in the minds of your prospects, and in the eyes of the search engines. Drive more B2B buyers to your website through organic traffic and you immediately improve your chances of making conversions. More traffic equals more opportunities.

When looking to expand your reach and drum up new site traffic, remember this: content marketing, social media and proven SEO strategies work together to improve your rankings positions and deliver new customers to your virtual doorstep.

One could even argue that SEO delivers more qualified B2B leads, because they’re actively researching the topic you’re already an expert on. Rather than getting wooed by clever or eye-catching ad copy, they’re already further into the research journey. All to say, dedicating some time to SEO efforts is a smart investment.


Content Marketing Metrics You’ve Gotta Be Tracking

If you want to become a master of B2B sales, you have to know which analytics will give you the clearest picture of how your content marketing campaign is performing. Accurate data will help you spot the weak areas in your campaign faster, and indicate what winning tactics to double down on. Be prepared to check in with your metrics at least 3-4 times a week to get a clear view.

There are lots of metrics to check, but which ones really matter?

  • Engagement Metrics: How many people viewed your content, and how often? Are visitors sharing your content with their own social networks? Are they feeling compelled to share their own opinions and insights? The higher these engagement metrics are, the more successfully your content is being received. So don’t be afraid to make tweaks to determine what content your audience engages with.
  • Lead Generation Metrics: How are your landing pages performing? Are site visitors filling in forms with accurate information? How many visitors actually complete a form when landing on it? These numbers are telling. A high bounce rate on a landing page or a drop off in form fills can indicate that you’ve lost them somewhere. Maybe the landing page content isn’t quite what they were expecting. Maybe you’re asking them for too much information on your forms. Review the metrics and perform tests to get the most benefit out of these types of lead gen pages.

Knowing and understanding these key metrics will help you refine and improve your B2B content marketing campaigns. So dive in there, and dig through the data to find the insights that will guide you to success.


Which Types of Content Should You Choose?

Not all content is created equal. We all know the value of top of funnel and middle of the funnel content. But there’s a world of difference between the conventional content you release on schedule and the experimental content you’ll test out new ideas and approaches with. It’s important to dedicate part of your content marketing team’s time and resources to experimentation. Whether it’s long form content like ebooks or whitepapers, or you want to try out video content to see if that sparks interest, trying out a variety of content types allows you to make sure you’re getting the most out of your campaign.

A quick note though before you are on your way to becoming the Frank Zappa of experimental content – it’s important to keep it separated from your other efforts. (Including your metrics.) Make sure you’re evaluating this type of content separately. If a piece of experimental content flops, it’s important to know that it’s not representative of your overall content marketing campaign.

Your turn. What do you think are the key factors in creating great B2B content to keep customers engaged? Any tips you’d like to share on building a winning content marketing strategy?

Further Reading

Savannah Mudd
October 31, 2019
. 8 min read
Lainey Mebust
October 15, 2019
Lainey Mebust
October 2, 2019