Content is an important tool in generating and converting B2B leads online. As a marketer, you’re probably passionate about your business and the industry you serve, so choosing topics and creating content for your B2B blog is fairly easy. While there are many topics to cover and it is exciting to create content around emerging trends and news, it is important to choose topics that are relevant and helpful to your audience. Doing so will help you retain readers and generate leads. Here are a few questions to ask yourself when choosing the best B2B content for your blog.
What are the content needs of your audience?
Blogging is a form of content marketing, and the No. 1 goal of content marketing is to fulfill a need for information or close a knowledge gap for the audience. In doing so, your brand is enabling the audience to make a decision or complete a purchase. The mission is to position your brand as helpful and open a channel of two-way communication in which your company is considered a thought leader or knowledge source that the audience can come to for help during their decision-making process.
So how does this help you determine what content to use in your strategy? Keeping the goal of content marketing in mind will help keep the audience at the center of every content creation decision. Doing this and digging into the needs of the audience makes brainstorming content topic ideas easier, as they naturally float to the surface of your research. Ask yourself:
- What information about this topic would help my audience make a decision?
- What knowledge gaps exist that I can help fill?
What is your audience searching for?
Search engine optimization is more than a key component of making sure your content is found. It is also an important step in determining your content strategy. Using keyword research in your content strategy can inform your content topics and help fit them to the search queries and keywords that your audience is already looking for. It can also build a foundation of relevant keywords to use throughout your content for improved SEO performance.
Use free tools, such as the Google Keyword Planner, and run your initial content topics through the keyword analysis tool. The results will provide important SEO information, such as keyword volume and competition. This tool can also help you multiply keywords and gather keyword suggestions. Suggested keywords can be used to create a clearer picture of what the audience is searching for. Look for keywords that are closely related to your industry, have high search volume and have low competition. Keywords that meet these criteria present an opportunity within your industry landscape to provide helpful content and fulfill an audience need.
What existing resources can be refreshed and repurposed?
After arming yourself with audience research and a seed list of topics/keywords, it’s time to review and audit your current content assets for opportunities to repurpose them. Hold your website, existing blog posts, marketing materials and premium content against your topic list and consider any new approaches or angles that could be used to refresh the content or rework it to better suit the needs of the audience. Blog content should always be helpful, relevant and easy to digest, so you may need to take larger pieces of premium content and break them down into multiple blog posts. Creating a blog series around a topic allows you to fully explain each component of your message, and it keeps the reader coming back for additional information.
After you’ve developed a list of topic ideas and identified current content pieces that can be repurposed, you’re ready to build an editorial calendar. When building out your editorial calendar, consider seasonality and when specific topics and information will be most helpful to your audience. Your editorial calendar should give specific details on who will create the content, when they will start, when the content will be published and how it will be promoted.
Blogging is an important and fun pillar of content marketing, and it can be used in many facets of your marketing strategy. Above all blogging tips, it is important to measure the performance of each blog and blog topic groups. This will help you determine what content topics are interesting to your users and how to best format them. It can also indicate content that is performing well and should be further promoted on additional marketing channels.