Developing an Effective Content Strategy can be a tricky affair if you’ve not understood your target audience in-depth. The content strategy that works for a business that deals with consumers directly will most likely fail or not perform optimally for a business that deals with other businesses who most likely in turn deal with consumers. So, before you hop on and go create a content strategy for your B2B, here are a few things you should know and do:
Clearly define and deeply understand your target market.
Do a lot of research on your target market and make sure you deeply understand their needs and pain points. Talk to real customers, if you have to. They will give you insights on what they look out for. Don’t develop your strategy based on your own assumption. You may assume that your target sells boats and will therefore, be interested in content centred around boats while in reality your target may be interested in content that has to do with general investment and business building. So, embrace research and data and let it guide your strategy and creation.
Make sure your content strategy is aligned with your corporate objectives.
Don’t be quick to just create a plan/strategy, define what your corporate goal is and then develop a strategy based on that goal. Is your goal to increase inbound traffic through some specific channel? Is your goal to double the size of your business or is it to create a hype/awareness? You need to define your goals and objectives before mapping a strategy.
Develop a Road Map.
According to Content Marketing Institute, in its analysis of how Coca-cola engages, this is how to create a roadmap below:
Take the time to outline how you will create content that helps reach your goals. Take advantage of the wealth of data at your fingertips, especially if you aim to establish yourself as a leader by sharing thought-provoking ideas. These ideas will be captured in strategic briefs, which serve as the launching pad for the creative briefs that will guide content development.
At the same time, Coca-Cola realizes it needs to be creative and adaptive in its approach to developing content — and that many people will need to be involved in the process. In addition to working with its agency and internal talent, it will turn to what it terms “industry collaborators.” While the various parties will call upon different processes to develop content, they’ll all be guided by the same principles:
- Inspire participation among the best
- Connect creative minds
- Share the results of efforts
- Continue development
- Measure success
Establish touchpoints and effective channels.
Combine the information you’ve learned about your industry with all the details of your Unique Selling Proposition to create your key message. Build your strategy around the identified and specified techniques and deliver it in a way that your audience will find helpful when making decisions. Learn where your targets are looking for the content you intend to create, and how they prefer to consume it.