5 Steps to a more profitable B2B Content Marketing Plan

By 27th April 2018 May 19th, 2020 No Comments

Did you know that at least 85% of B2B marketers are now engaged with content marketing within their social channels (and the number reaches over 90% if we include content marketing as only “creation and distribution”.

Fundamentally businesses are focusing on their social channels and specifically content creation as a means to drive more traffic, improve their search rankings and deliver more pounds in their pocket. People are working smarter and smarter at how they craft and deliver their content. 

Whilst there are no 100% guarantees, B2B content marketing can be controlled and constructed in a certain way that it can mitigate risk and overcome any hurdles you may othewise experience.

Here’s out top 5 tips when implementing an SEO focussed content marketing strategy. 

Step 1. Keep track of it! It sounds obvious, but keeping track of your content strategy is key. There’s a loads helpful free marketing plan templates online. The Chartered Marketing Institute has solid evidence suggesting that those that have a well documented content marketing strategy are over twice as successful in their objectives than those that have only verbal or an ad-hoc approach to their content.

Step 2. Collect all ideas Use a tool such as Asana, Evernote or some of the other great tools to track your notes. You never know when you receive that Eureka moment and inevitably it’s not when you need to post your content! It’s a great practice for you and your team to document your ideas so that you have a process for qualifying and prioritising your content for use.

Be sure that you operate one centrally consolidated place for all content ideas from the team. When ideas are delivered be sure also to have a  clear and consistent template for submission and review including, topic/title, third party references, keyword priorities and ability to comment and notate. 

Step 3. Schedule of works Create a schedule of works for your ideas. Now that you have a clear idea for content, use a calendar formatted excel to schedule out what you’ll be saying and when. This is a clear opportunity for everyone to understand deadlines and milestones for creation of their content.

Step 4. Sources of information Further strengthen your process of content marketing by defining a clear list of sources that you can call on for research, third party referencing and content development.

This can be in the form of:

– RSS readers such as Digg Reader or Hootsuites content syndicator – Google Alerts – #Hashtag searches

Step 5. Publish! Now that all of the hard work is out of the way you can get your content live. It’s important to match the type of social platform to use with the nature of your content. This means that if your content is heavily image led you may want to push toward Instagram, Facebook, whereas if it is Whitepapers and or research reports it may be towards applications such as Slideshare.

This is a very much case specific scenario and should be treated therefore on a case by case basis. 

Some key ones to consider: 

– Linkedin – Twitter – Facebook – Youtube – Google+ – Slideshare – Pinterest – Instagram – Vimeo

Final things to consider:

We hope some of our guidelines prove to be good parameters to work towards. Fundamentally content is about driving engaging content to a relevant target market. Utilise your internal team (collectively!) to generate ideas that are relevant to your day-to-day business and use your defined process to shape these ideas into value to external third parties. 

Ant Musker

Author Ant Musker

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