These Marketing Tactics Will Boost The ROI Of Your B2B Content Boosting The ROI Of B2B Content
A report published on Protocol 80 explains that as much as 14% of B2B companies are failing due to their poor marketing efforts. The rate of B2B marketers claiming that their business is effective at producing effective content marketing strategies are also surprisingly falling – according to Hubspot, the statistics went down from 38% to 30% in just one year recently. They also report that over 50% of B2B marketers are unsure how a successful content marketing strategy should really look like and what such a strategy should include.
In this guide, we will provide a detailed description of some vital marketing techniques that B2B marketers can utilize in order to help improve the ROI of their marketing efforts. We will take a look at how certain tools can be used to improve lead generation and customer acquisition, how focusing only on branded organic search terms can be bad for your marketing strategy, how improvements in the content provided to the target audience can boost ROI, and more.
Utilizing Tools To Boost Content Marketing ROI
The first step to effectively implementing a content marketing strategy and monitoring the results in order to accurately measure the ROI of the techniques utilized is to ensure the business uses the right tools. There are various tools that can be utilized to assist with improving and measuring the ROI of a marketing strategy – from tracking tools to software that can be used to boost conversion rates. Here are just a few examples of such tools that may be useful in tracking, measuring and improving a content marketing strategy’s ROI:
· Google Analytics – One of the most popular tracking tools on the internet at the moment. Google Analytics is a tool developed by the search giant themselves. It is 100% free to use, easy to implement and offers quite a large variety of useful tools that can be utilized to accurately measure traffic received on a website, track the sources of the traffic and even monitor the results obtained from a content marketing strategy to some extent. When using Google Analytics, it is important to set up campaign pages, conversion tracking reports and to configure other parts of the tool to allow a business to obtain more accurate data regarding their marketing campaigns.
· Landing Page Tools – Another vital aspect of your content marketing campaign is the page you are directing your visitors to. Lead capturing is essential, and this is often more effectively done by utilizing a landing page that is geared specifically toward the data in the content used in a marketing campaign. Using specialized landing page tools will allow a business to create effective, mobile- friendly landing pages that will increase their conversion rates – ultimately also improving their ROI.
· Lead Capture Tools – In addition to utilizing landing page tools, it is also essential to use lead capture tools – these tools are created to make it easier for a visitor to subscribe to a newsletter or to subscribe to website notifications. Hello Bar, Sumo, Omnikick, and OptinMonster are all excellent choices for lead gen.
· Lead Management Tools – Lead management tools, with autoresponders and mailing list managers being the most important, allow you to capture leads and have one easy-to- use dashboard where these leads can be managed. These tools will also allow you to send broadcasts or email messages to your leads, which can ultimately be used to convert these leads into loyal customers.
· Blogger Outreach Tools – Finally, for those B2B marketers who would like to utilize the influencer of industry leaders in their niche, blogger outreach tools are also essential. These tools make it easier to find recognized names in the company’s industry. There are numerous tools that can be used for effective and affordable blogger outreach providers, including BuzzSumo, Traackr, Tomoson and Pitchbox.
Producing Better Content For Improvements In ROI
The content utilized in a content marketing strategy plays a vital part in the determination of how success that campaign will be. The content produced by a company ultimately builds them trust and authority in their industry, while also driving more traffic to their online properties, allowing them to convert the traffic into leads, customers and, obviously, sales. The quality and relevancy of all content produced by a company matter a lot – when a company takes part in plagiarism and only publishes content that provides little to no information on relevant topics in their industry, they are creating a negative image for their brand.
For this reason, it is always important to focus on the quality, relevancy, length and depth of each piece of content marketing, regardless of the content type, prior to publication. It should also be noted that a variety of content types tend to perform better than only publishing long articles that people should read through – a business should try to include articles, infographics, photos, videos and other types of content for improved performance and ROI.
Focusing On Branded Versus Generic Search Terms
A particular mistake made by a large number of B2B marketers is the fact that they often tend to focus primarily on branded search terms when producing content to boost the presence of the company’s website in search engines like Google. Search Engine People explains that the problem with this particular strategy is that individuals searching branded terms are already acquainted with the particular brand – the services and products they provide. This means by targeting only branded search terms, the company is focusing on their existing customer base, as well as those individuals who are already aware of their brand.
By rather turning the focus more toward unbranded and more generic search terms, the company can tap into an entirely new target audience. This will lead to improved results when it comes to monitoring the performance of their search engine optimization and search rankings, and may also provide a much higher ROI when compared to focusing primarily on branded search terms.
There are numerous tools that can be utilized in order to assist a B2B marketer with obtaining unbranded search terms that can help the company increase their presence amongst a new target audience, as well as to help boost the ROI achieved through their content marketing campaigns. When new search terms are identified, it is important to create relevant, high-quality content around those search terms, and to utilize this new content in the marketing campaign of the business to drive new traffic toward their online properties.
Repurposing Effective Content For Improved Results
Finally, we also want to provide a marketing strategy that may not only help a B2B marketer improve the ROI of their content marketing efforts, but also pose as a strategy that may save the company a considerable amount of money on their campaigns. Repurposing content may sound like a tedious task, but, in reality, it is much easier than producing new content and also an effective way to tap into new channels; thus allowing a B2B marketer to gain a much wider coverage for a specific piece of content as compared to only sharing the content on one particular channel, such as the official blog of the company.
To use this strategy effectively, it is important to start by analyzing the performance of all content found on the company’s blog. Only the content that can be considered to performers should be utilized when repurposing existing content for additional exposure. When the best performing content on the company’s blog has been identified, the next step is to determine how the content can be repurposed. There are numerous methods that repurposing content can be utilized – and many different channels these repurposed content types can be posted to.
A simple blog post can be turned into an infographic, as well as a video, eBook, white paper, social media post, or an audio file. All of these content types can then be posted to YouTube and other video sharing sites, as well as audio sharing websites, social media platforms and more. They can then be linked back to the original content, where a lead capture tool can be presented to help convert the visitors obtained from this strategy into leads.
Conclusion
B2B marketing often yields more challenges than B2C marketing. Implementing effective strategies when it comes to content marketing can provide a significant improvement in the ROI of such a marketing strategy, yet the majority of B2B companies still fail to realize what makes a content marketing strategy effective and efficient.
In this post, we have provided a number of useful techniques that B2B marketers can utilize in order to assist with improving the ROI they achieve through the efforts they exert in their content marketing strategies. We focused on numerous business to business techniques that all yield guaranteed results when implemented at the correct time, using the right channels and, of course, when proper research has been conducted.
I hope you enjoyed this article about marketing tactics and technology that can help to boost your B2B content ROI.
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