The choice of topics and channels

Successful content marketing is based on good knowledge of the target group. It is important to determine the interests of the target group and how to generate added value for them with additional information.

B2B companies have it particularly easy in this regard, because they usually know how to precisely profile their rather specific target group.

Keyword analysis, as is used in AdWords marketing, can also help. If you know what potential customers are looking for and which interests and problems they have, then you can generate content to specifically meet these demands.

In addition to the actual goal of content marketing, namely increasing visibility and developing an image as a competent partner, this is also noticeable when it comes to optimizing search engine marketing. Increasing the specialized content available to search engines serves to improve SEO and SEA.

Therefore topics can include very specific niches particularly when it comes to B2B. The ultimate goal consists of satisfying a specific need for information as precisely as possible rather than simply gaining wide attention. In this sense, a well worded description of one’s own service portfolio offers far less value for the reader than a practical guide to solving a specific problem. Only if readers feel that they are receiving information that they really need and use without having to exercise caution due to hidden advertising, will they appreciate the offered content, share it, want more of it and register for it or “like” it on social networks. And it is this final aspect which makes content marketing truly effective. For example, companies that publish white papers and make them freely available for download without requiring registration miss the opportunity to generate leads with consent.

Depending on the format (e.g. blog articles, white papers, videos or podcasts), it can be very important to publish new content with some regularity. This makes it possible to arouse expectations, but then it is also important to meet them. Therefore a high frequency should be avoided initially so as not to stress readers or annoy them with a spam-like flow of information.

It is also advisable to create a stand-alone platform for the content first. The first choice for many companies is a blog CMS like WordPress, which is easy to use and integrates well with existing Web platforms. It is possible to publish a whole range of media formats using this platform – from text and images to slide shows and video clips. From there the content can be published via social media channels like Facebook, Twitter and YouTube as well one’s own newsletter. According to the B2B Content Marketing Research 2013 report published by the Content Marketing Institute, B2B companies use 5 such channels on average. Of course the various channels have to be managed and publicized. Conventional online advertising formats like Google AdWords or Facebook Ads can be helpful in this regard.


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