Published on February 18, 2014
How to Get Started in B2B [Title Goes Here] Content Marketing in 2014 An Informative E-book from the An Informative E-book from the Marketing White Paper Series Sponsored by Marketing Resource Series Sponsored by WinGreen Marketing Systems WinGreen Marketing Systems #contentmarketing
How to Get Started in B2B Content Marketing in 2014 Page 2 How to Get Started in B2B Content Marketing in 2014 By Jeremy Durant B2B content marketing came into its own in 2013 and the New Year is the perfect opportunity for you to get on board. If you haven’t done so already, it’s time to begin actively thinking about how to generate and share content that’s relevant and informative for your target audience Here are tips for molding your 2014 B2B content marketing strategy: The 2014 Marketing Resource Series from WinGreen Marketing Systems
How to Get Started in B2B Content Marketing in 2014 Page 3 Know your audience. Marketing campaigns only work if you know the people and businesses you’re trying to reach. What are their pain points? What are their primary concerns? Are you making use of the many resources available to gauge what’s important to them? Email surveys are one popular tool for assessing customer concerns, but a more convenient approach is through avenues offered by social media, where your business customers regularly gather in forums and chat rooms to discuss key industry challenges and opportunities. The issues they discuss offer great fodder for your upcoming content efforts. The 2014 Marketing Resource Series from WinGreen Marketing Systems
How to Get Started in B2B Content Marketing in 2014 Page 4 Conduct an audit of your existing content library. Some businesses hesitate to embark on an aggressive content marketing campaign because they assume content creation is a long and arduous process. Not so! There’s a good chance your business has already generated sufficient content to get started early on in 2014. Conduct an audit of content already existing in your archiveseverything from published whitepapers, videos and blog posts to newsletters, case studies and feature articles appearing on your website. The 2014 Marketing Resource Series from WinGreen Marketing Systems
How to Get Started in B2B Content Marketing in 2014 Page 5 Don’t stop there. Look at content that’s appeared on your microsites, mobile apps, print newsletters, podcasts and infographics. How much of this material can be repurposed to provide value for B2B customers? For example, a recent interview with your CEO outlining issues facing the industry can be recalibrated into a quick, easy-to-read Q&A that addresses the specific topics your target audience cares most about. The 2014 Marketing Resource Series from WinGreen Marketing Systems
How to Get Started in B2B Content Marketing in 2014 Page 6 Create customer-focused content. Remember, content marketing isn’t about advertising or promoting your products or services (at least, not overtly). The key is to produce and distribute content that offers value to your B2B customers. They’re not interested in hearing about all the features you have to offer, only how those features can benefit them and solve problems they face going into the new year. They also want to read content that’s clear and free of technical jargon. The broader the appeal, the more likely it is that your content will be read and shared across different social media channels. The 2014 Marketing Resource Series from WinGreen Marketing Systems
How to Get Started in B2B Content Marketing in 2014 Page 7 Set up an editorial calendar. Your content marketing efforts should be organized, rather than haphazard. This means creating an editorial calendar that establishes the following: 99 When new content will appear (daily, weekly, monthly, etc.) 99 Where new content will appear (in blog posts, whitepapers, social media, etc.) 99 Who will produce new content (from internal experts or outsourced professionals) 99 What resources you need to generate content today and through the rest of 2014 The 2014 Marketing Resource Series from WinGreen Marketing Systems
How to Get Started in B2B Content Marketing in 2014 Page 8 Begin promoting new content. Great content only works if the right people know about it. Be sure to actively promote new content when it appears -- through alerts on your websites, in email messages, on Twitter, Facebook and LinkedIn. Also, take time to read and comment on content produced elsewhere (blog posts, articles, etc.) and, where appropriate, offer links to your own materials. Get conversations going around B2B issues. This will spur new ideas for future content generation. The 2014 Marketing Resource Series from WinGreen Marketing Systems
How to Get Started in B2B Content Marketing in 2014 Page 9 Design metrics to track your efforts. No B2B content marketing plan is complete without metrics to track and measure the success of your efforts. Include a variety of metrics in your strategic plan, such as: • Amount of web traffic generated by your content • Sales leads (both quantity and quality) • Social media sharing • Customer feedback • SEO ranking • Direct sales The 2014 Marketing Resource Series from WinGreen Marketing Systems
How to Get Started in B2B Content Marketing in 2014 Page 10 The B2B sales cycle can be long and complex. Generating content offers an excellent way to nurture qualified sales leads, by establishing a reputation and resource for content that offers quantifiable benefits to your B2B customer base. Ready to start your content marketing strategy, but can't think up new topic ideas? Download our "Content Refresh" guide for new topics and tips. Article Source: http://EzineArticles.com/?expert=Jeremy_Durant ===================== END of ARTICLE ===================== The 2014 Marketing Resource Series from WinGreen Marketing Systems
How to Get Started in B2B Content Marketing in 2014 Page 11 This e-book is part of the 2014 Marketing Resource Series sponsored and brought to you by WinGreen Marketing Systems. WinGreen commissions original new e-books and white papers and curates informative, well-written content on topics related to content marketing, email marketing, and inbound marketing. Do you have a topic you’d like to see covered in a future e-book or white paper? Send us your suggestions to email@example.com Are you an expert on content marketing and lead generation? Would you like to be a contributor to the WinGreen Marketing White Paper Series and have your writing be seen by tens of thousands of marketing and sales leaders? Contact us at www.wingreenmarketing.com/contact-us. The 2014 Marketing Resource Series from WinGreen Marketing Systems
How to Get Started in B2B Content Marketing in 2014 Page 12 About the Sponsor WinGreen Marketing Systems is a content marketing agency specializing in inbound marketing, outbound marketing, and high-impact lead generation programs for technology companies in the United States and Canada. Headquartered in Philadelphia’s suburban technology corridor, the company was founded in 2009, and is a business partner of Salesforce.com, Microsoft, Ringlead Inc., and Predictive Response, and a member of the Google Engage for Agencies Program. WinGreen’s content marketing services include authoring and publishing of clientbranded content in all digital forms, including white papers, e-books, articles, blog posts, social media posts, webcasts, videos, and podcasts. WinGreen delivers compelling content that attracts target buyers and influencers across the entire spectrum of buyer personas and buying phases. The company’s inbound marketing services utilize WinGreen-authored content in its many forms to attract and engage target buyers and influencers to its clients’ websites. WinGreen uses leading marketing automation to manage content, campaigns, and analytics. The combination of content published by WinGreen and inbound marketing methods and tools is unbeatable for building prospect pipeline and revenue growth. WinGreen also provides outbound content marketing services for predictable, reliable, cost-effective lead generation. In addition to authoring all required content, WinGreen also builds target email databases, delivers mass email marketing, plans and executes regularly scheduled campaigns, and utilizes its own commercial-grade, cloud software infrastructure for all marketing automation. WinGreen’s outbound content marketing is the perfect way to get immediate lead generation results while building long-term inbound marketing engagement. Contact WinGreen at www.wingreenmarketing.com/contact-us or call (650) LEAD GEN (650-532-3436). Learn more at www.wingreenmarketing.com. This page © Copyright 2009-2014, WinGreen Marketing Systems, LLC. All Rights Reserved. WinGreen Marketing Systems, The WinGreen System of Marketing, and The WinGreen Systems Architecture are trademarks of WinGreen Marketing Systems, LLC. All other trademarks are the property of their respective owners. The article published herein is used with permission from ezinearticles.com The 2014 Marketing Resource Series from WinGreen Marketing Systems
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