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The global B2B e-commerce market is valued at $ 12 trillion, and that number is expected to grow 17% in 2021. Today, more than 90% of B2B marketers use content marketing to reach, nurture, and convert potential customers.
Because of this, content marketing remains one of the most popular and cost-effective marketing strategies for companies growing in the B2B e-commerce segment. Content not only increases the visibility of a brand, but also trains and persuades potential customers to take action. The good news, it's not too late to start. Here is a short list of steps you can take.
1. Invest in video content marketing
Around 87% of marketers use video as a marketing tool. People prefer watching videos rather than reading texts. Video is a growing trend and content marketers shouldn't ignore it.
Video content marketing involves creating and distributing videos to drive profitable promotions. Every video should have a story to tell. So start by identifying the needs of your target audiences and choosing the characters of your story. Make sure your video fits your brand values.
Your video story should be built with one of three goals in mind, awareness, reflection, and decision. In addition to the characters, add the most important elements to your video, e.g. B. Conflict, Resolution, Quest, Pain Points, and Triumph.
Videos can help your content marketing in a number of ways, such as: B .:
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2. Optimize for question keywords
Question keywords are a great way to optimize your content as they educate prospects and present you as a trusted brand in the eyes of buyers. Since the answers are displayed as answer boxes, users appreciate companies that are returned by Google as featured snippets.
You can find relevant question keywords using tools like SEMrush, Ubersuggest, and Answer The Public. Here are a few ways B2B companies can optimize question keywords:
Create FAQ pages that answer the most frequently asked questions from customers.
Follow a question and answer template for content creation.
Use a relevant questionnaire to prepare your content.
Improve the readability of your content. Opt for a Flesh Kincaid Score above 70.
Offer unique, informative and comprehensive content.
Add appropriate product markup to display relevant product information right in search results.
Connected: How Using Microdata Can Improve Your Website's SEO
3. Harness the power of linkable assets
PR and content marketing are two sides of the same coin. When your PR and content marketing teamwork is in sync, they will help improve the overall organic visibility of your website, resulting in more traffic and conversions.
For example, a content marketing team can create linkable assets and contact journalists and bloggers with that specific resource. The key to this is to do something that is current and relevant to what is happening in the media. Here are some examples of linkable assets:
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4. Focus on remarketing
Remarketing is a content strategy to target potential customers who have already visited your website. Retargeting helps:
Generate more returning visitors.
Enhance your branding.
Convert prospects at every stage of the buyer journey.
Increase the lead flow.
Users who viewed your content before they had a higher chance of conversion. Hence, the best tactic is to maximize the reach of your content.
Depending on user behavior, fresh content is sent to influence the purchase decision. This can be in the form of an email, a PPC ad, or a sponsored social media post. Both text and video content formats can be used for remarketing.
Connected: The basics you need to know to set up an effective remarketing campaign
5. Partnership with influencers
A recommendation from an influencer is a type of word of mouth that builds users' trust in your company. The key here is to identify niche influencers who are having a strong impact on your target audience.
There are several types of content techniques that you can use for influencer marketing such as: B. preparing guest posts to post on the influencer blog. You can also collaborate with an influencer to create content and publish it on your business blog.
You can partner with both micro and macro influencers by finding them on platforms like Traackr or Upfluence.
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Around 94% of successful content marketers always measure their content performance. Anything that is not measured cannot be optimized. Hence, you should measure the ROI of your content promotion efforts.
Here are some of the most important metrics for tracking your content marketing investments:
With effective content marketing, you build user trust in your company. People look forward to doing business with a reliable company. B2B content marketing requires a more planned approach than B2C content marketing because the buying cycle for B2B audiences is longer.
Finally, you should list your goals, identify audience needs, create quality content, and measure the effectiveness of your content at every level of the customer journey. Use the strategies above to take your B2B ecommerce content marketing efforts to the next level.