Your B2B content marketing strategy is designed to drive traffic to your website, so you may be tempted to create blogs as quickly as possible to fuel that flow of leads. What you may be missing in a race to generate traffic is the level of novelty and quality that tends to set a brand apart and make their target audience differentiate them from other similar companies.
Don’t be tempted to sacrifice quality for quantity when it comes to creating blogs. Your B2B content marketing strategy should be focused on providing value to your audience in the form of information and trend-watching. Here are a few ways you can include these elements in your content:
Look ahead to new trends emerging in your industry. You know your industry, so talk about the issues you see emerging that could impact your target audience. Is there a way that technology is affecting the sales cycle or are there products that are poised to disrupt the market in the next few years? Maybe an app has the potential to completely revolutionize the way a task is done in your industry.
Writing this type of blog will take a bit of risk and you’ll need to get creative to imagine the ways your industry could change due to a new product or technology.
Capitalize on your expertise and that of others. You know your industry, so don’t be afraid to use your knowledge to write some blogs on topics that add value to your audience. You likely also know other experts in your field, and you can invite them to guest-blog or share one of their pieces that intrigued you. Use another expert’s controversial blog as a launch for your own discussion on the topic.
Don’t rehash the same old topics. If you consider a blog topic and realize it could have just as easily been published five years ago, it’s time to talk about something different. Maybe you’ve spotted a change in your industry that nobody’s talking about yet, or you’ve noticed a way that automation is negatively impacting customers. Think about the ways you hash over industry news with a colleague over coffee and imagine that in a blog form. Help your brand stand out by writing about the things that people are thinking, but nobody’s written about them yet.
Providing high-quality content is a cornerstone of a great B2B content marketing strategy. If you’d like to know more about this topic, check out more resources like “Content is Still King,” published on our site.