Right Content, Right Time, Right Customer
There are many reasons a business needs to invest in content marketing. To get the wheels turning, here are a few examples:
- Give your brand a voice/personality
- Lead generation
- Engage with your audience
- Encourage upsell opportunities
- Secure a higher ranking in searches
- Increase brand awareness
- Increase traffic and conversions
In order to ensure a decent ROI you need to cover a few basic steps:
When it comes to content marketing, it can seem like B2C companies are the only ones who have the flexibility and scope to dig into the concept and scope of their product.
Another perception is that content marketing comes across as a dialogue that can only happen between businesses and consumers. However, this couldn’t be further from the truth creating value-added content that will help create a transactional relationship.
Use your B2B content marketing strategy to get personal. Position product recommendations, testimonials, blog content, and even email messaging to target specific elements of your customers' consumer buying behaviors. Social media is an excellent medium for getting more personal with B2B buyers.
There's a lot of research out there on determining the best time to send and publish content on various platforms. While I'd always urge you to test these things for yourself, here's some of the best advice I've come across in 2019.
Linkedin: Most clicks and shares: Tuesdays, 11 AM-12 PM. The worst time for LinkedIn: Sleeping hours (10 PM-6 AM) immediately before Monday and after Friday night. Best Times to post: 7-8 AM; 5-6 PM. Peak time of use during an average day: 12 PM; 5-6 PM.
Facebook: Research by Buffer into Facebook’s News Feed algorithm found engagement rates are 18% higher on Thursdays and Fridays and 32% higher at weekends. The best times vary, with stats ranging from 1pm to get the most shares and 3pm to get more clicks; generally early afternoon is a solid time to post.
Twitter: A recent study by Twitter found that 81% of users are more likely to be on Twitter during their commute home and the highest time for retweets is early evening, while a huge piece of research by the Buffer team suggests that the best engagement comes in the early hours of the morning. Those that tweet between 2-3am earn the most clicks on average.
Email: Research carried out by MailChimp, found that 8am – 11am and 12 – 2pm is the best time to send your newsletters for the best response rate but that timings vary enormously depending on your audience.
Blog Posts: TrackMaven analysed almost 5,000 blogs last year and discovered a high correlation between those that published posts on a weekend and a higher average number of social shares, putting it down to the lack of ‘competition’ for headspace and engagement.
I recommend that you use these findings to inspire your own tests for determining optimal send and publish times. While they may have worked for these companies, you can often expect to see different results from different audience types.
Admit it, like many other companies, your B2B marketers built your customer persona based on businesses that have bought your products in the past and draw up a generalised picture of a potential client.
Now platforms like Tealium give marketers the ability to collate siloed data from across multiple systems to create a more detailed customer persona., Tthis approach helps identify new opportunities that would otherwise go unnoticed, you may have to re-think who you should be targeting and the type of content you produce!
Not every business has the resources to invest in the latest tech but there are a few basics that you can follow to build a more sophisticated picture of potential buyers and create a targeted approach.
Demographics: What is their location and company/industry?
Job Title: What is their buying power, and who are the other decision makers in the buying process?
Motivations/Objectives/Goals: What drives their buying decisions, and what business goals do they have?
Brands: What brands or products do they use already at their company? What do they like/dislike about those products?
Frustrations/Challenges: What problems do they have that they need help solving? What challenges do they have trying to meet their business goals/objectives?
Objections: What are frustrations they’ve had with related products or services (or with yours)?
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