The global B2B e-commerce market is worth $ 12 trillion and this figure is expected to grow 17% in 2021. Today, more than 90% of B2B marketers use content marketing to reach, nurture and convert leads.
This is why content marketing continues to be one of the most popular and profitable marketing strategies for companies growing in the B2B e-commerce space. Content can not only increase brand awareness but also educate and persuade potential customers to take action. The good news, it’s not too late to start. Below is a list of steps you can take.
Invest in video content marketing
Approximately 87% of marketers use video as a marketing tool. People prefer to watch videos instead of reading text. Video is a growing trend, and content marketers should not ignore this.
Video content marketing involves creating and distributing videos to promote profitable actions. Every video must have a story to tell. Therefore, first, determine the needs of the target audience and choose a role for the story. Make sure your video resonates with your brand value.
You must create your video story, keeping in mind any of the three goals of awareness, consideration, and decision. In addition to the role, it also includes the main elements in the video, such as conflict, resolution, search, weakness, and victory.
Video can help you with content marketing in many ways, such as:
- product reviews.
- event videos.
- Explanation video.
- Letter of recommendation.
Optimize problem keywords
Problem keywords are a great way to optimize your content because they can educate potential customers and make you trustworthy in the eyes of buyers Brand. Because the response is displayed as a response box, people rate the business returned by Google as a featured snippet.
You can use tools like SEMrush, Ubersuggest, and Answer The Public to find relevant keywords. Here are some ways that B2B companies can optimize question keywords:
- Create an FAQ page that answers frequently asked questions from customers.
- Follow question and answer mode for content creation.
- Prepare your content using the related question framework.
- Improve readability of content. Choose a Flesh-Kincaid score higher than 70.
- provides unique, informative, and comprehensive content.
- Add a suitable product brand, and display related product information directly in the search results.
Harness the power of linkable assets
Public relations and content marketing are two aspects of the same coin. When your PR and content marketing teams work together, they help increase the overall organic visibility of your website, leading to more traffic and conversions.
For example, a content marketing team can create a linkable asset and use that specific resource to contact reporters and bloggers. The key to this is to do something timely and relevant to what is happening in the media. Here are some examples of linkable assets:
- Case Study
- Infographics and long-form content
- New research and statistics.
Focus on Remarketing
Remarketing is a content strategy designed to target potential customers who have previously visited your website. Repositioning helps:
generate more repeat customers.
- Enhance your brand.
- Convert potential customers at every stage of the buyer’s journey.
- Increase the flow of potential customers.
- Users who have viewed your content before having a higher chance of a conversion. Therefore, maximizing the coverage of your content is the best strategy.
According to user behavior, new content is submitted to influence purchase decisions. It can be in the form of emails, PPC ads, or sponsored posts on social networks. Text and video content formats can be used for remarketing.
Working with influencers
Influencer recommendations are a way of word-of-mouth marketing that can increase users’ confidence in your business. The key here is to identify niche influencers who have a large impact on the target audience.
There are many types of content technologies that can be used for influencer marketing, such as preparing guest post content for posting on influencer blogs. You can also co-create content with influencers and post it on your business blog.
You can work with them by searching for micro or macro influencers on platforms like Traackr or Upfluence.
Approximately 94% of successful content marketers always measure the performance of their content. Everything that is not measured cannot be optimized. So be sure to measure the ROI of your content promotion efforts.
These are some of the main indicators for monitoring investment in content marketing:
- bounce rate. Time on page
- Social participation indicators.
- Residence time.
Effective content marketing enables you to build user trust in your business. People want to be able to do business with a trustworthy company. B2B content marketing requires a more planned approach than B2C content marketing because B2B audiences have a longer buying cycle.
Finally, be sure to list your goals, identify audience needs, create quality content, and measure the effectiveness of your content at all levels of the customer journey. Use the above strategies to take your B2B e-commerce content marketing efforts to a new level.
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