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How do you guide B2B content creation?

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B2B content creation is a crucial component of any B2B marketing strategy. It helps you attract, educate, and convert your target audience, as well as establish your authority and credibility in your industry. But how do you guide your B2B content creation process to ensure it aligns with your goals, your audience's needs, and your brand voice? Here are some tips to help you plan, produce, and optimize your B2B content.

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Jolie Kesler

Director of Demand Generation @ Cyera ??

1 Know your audience

Before you create any content, you need to know who you are creating it for. That means conducting thorough research on your ideal buyer personas, their pain points, their goals, their preferences, and their journey. You can use various methods to collect this data, such as surveys, interviews, analytics, social listening, and competitor analysis. The more you know about your audience, the more relevant and valuable your content will be.

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Jolie Kesler

Director of Demand Generation @ Cyera ??
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This is the most important piece of the process - before you create anything, first you must deeply understand what your buyer wants: their concerns and pain points, how they think, what keeps them up at night, how they prefer to consume content. It's easy to make assumptions about these things as marketers, but we've got to dig deeper. Talk to your sales and customer success teams, and dig through CRM data. If your company is open to it, join customer calls. Once you know your audience well enough, you'll be able to easily nail down what to write, where to distribute it, and how to promote it.

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2 Define your goals

Another essential step is to define what you want to achieve with your content. What are your specific, measurable, achievable, relevant, and time-bound (SMART) objectives? How do they align with your overall marketing and business goals? How will you measure your success? Having clear and realistic goals will help you focus your content creation efforts and evaluate your performance.

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3 Choose your topics

Once you have a clear understanding of your audience and your goals, you can start brainstorming topics for your content. You can use various tools and techniques to generate ideas, such as keyword research, content gap analysis, content audit, content calendar, and content formats. The key is to choose topics that are relevant to your audience's challenges and interests, as well as your goals and value proposition.

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L Nik

我为初创B2B企业构建入站营销引擎和增长循环 | 谷歌增长实验室 | 面向开发人员和产品经理的市场营销！
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Some ways I work on creating topics: 1) Customer demo/ calls are insightful gold mines. You get some unique problem statements and use cases that you might not be aware of generally. Take those use cases, break it down upto 2 levels, then build a niche down b2b content. 2) Tieing thought leadership contents with product feature embeds in between to let users experience that 1st hand. 3) Complementary content to our saas service providers, then collaborations with those providers. 4) Key team member interviews in their area of expertise, essentially brewing thought leadership assets. Worked well for me, hoping it will for you too.

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4 Create your content

Now that you have your topics, it's time to start creating your content. Depending on the type and format of your content, you may need to follow different steps such as outlining, writing, editing, designing, recording, or publishing. However, some general best practices that apply to any content creation process include using a consistent and engaging tone and style that reflects your brand personality and values; writing with clear and concise language that avoids jargon; breaking up your text with headings, subheadings, bullet points, images, videos, and other visual elements; including data, facts, examples, stories, and testimonials to support your claims; and using calls to action (CTAs) to guide your audience to the next step in their journey. By following these tips, you can create content that is both informative and engaging.

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5 Optimize your content

Creating content is not enough; you must also optimize it for search engines and social media platforms to increase visibility, reach, and engagement. To do so, you should conduct keyword research to include relevant keywords in titles, headings, meta tags, URLs, and body text. Additionally, use internal and external links to provide additional value and context to your audience, as well as social media buttons and plugins so that your audience can share your content. Lastly, use analytics and feedback tools to monitor content performance and identify areas for improvement. B2B content creation is a continuous and dynamic process that requires planning, creativity, and optimization. By following these tips, you can guide your B2B content creation process and produce high-quality content that resonates with your audience and supports your marketing goals.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you guide B2B content creation?

1

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3

4

5

6

1 Know your audience

2 Define your goals

3 Choose your topics

4 Create your content

5 Optimize your content

6 Here’s what else to consider

B2B Marketing Strategy

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How do you guide B2B content creation?

1

2

3

4

5

6

1 Know your audience

2 Define your goals

3 Choose your topics

4 Create your content

5 Optimize your content

6 Here’s what else to consider

B2B Marketing Strategy

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感谢您的反馈

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