Sunday, 15 April 2018

What is called Result-Oriented B2B Content Marketing Strategy?



      B2B Organizations are extremely committed to content marketing. Agile content marketing is all about creating content smarter. The successful agile program is able to produce high-quality content that delivers results more effectively and efficiently. One thing is to create good content. Another thing is to use your content to sell your products and services. That's why it is important to have the strategy behind each of content you write. When you are creating the content for your website, focus on what's important, and ask yourself a few questions like,
       * What are you trying to accomplish?
       * What kind of content( specific to the industry/role) will help you to achieve the goal?
       * When are you going to publish the content?
           Once, you have the answers to these questions, create the mini-plan for your content marketing strategy. For example, if you want to reach out the executive to buy a new and contact for assistance. Start thinking of questions they may have right now, and prepare the content that answers those questions. Choose the right topic for your target lead gets understandable, edgy, trigger emotions that make a promise and easy solution for their problem. Here are the common reasons for B2B content marketing failures,
            * Lack of Refined Strategy
            * Bad Content Promotion
            * Inadequate SEO efforts
            * Expectations are Set too High
        Reach them out through email. Facebook, social media and PR or another way. Squeezecmm    helps you to get brand new, meaningful and deep insight into your content performance through content taxonomy. Make a list of ways to reach out your audience. Decide on what you want people to do once they read your content. Be sure to add the call to action at the end of your content.
    Content marketers have huge opportunity to guide prospects in their journey and ensure that their company is on the shortlist for the first conversation with sales. Executive buy-in for content marketers is cited in the content marketing institute.  To lead successful content marketing, you need stakeholders and executives to understand why are you doing and what are you doing. That's why you need to tie directly with business objectives and present in a language that resonates with your executives. Uncover the pain points in each area of the organization and figure out the ways in which content marketing can help sales, services, product management, finance and support services.
When it comes to B2B content marketing, thought leadership falls into 3 major categories,
     1. Product Thought Leadership: They are expert in How to's, Best practices and strategy about how a product or service can transform a business.
     2. Industry Thought Leadership: These people are expert in a fresh point of view on news, trends and the future of the market, offering ideas for new ways to achieve success.
    3. Organizational Thought Leadership: These people work in leading the company culture, talent development, and other internal advantages.
Measure the Success: 
      By tracking the results, you come to know exactly how people see and react your content. Based on the results, you can make appropriate changes and respond accordingly. The Net Promoter Score or NPS measures customer experience and predict business growth. This proven metric provides the core measurement of customer experience management programs around the world.
NPS Calculation: You can calculate the NPS using the answer to the key questions. Customers are asked to rate on the 11 point scale the likelihood of recommending the company or brand to a friend or colleague. On a scale of 0 to 10, how likely they recommend the company's product or service to a colleague or friend? Based on the rating, customers are classified as detractors, passives, and promoters.


DETRACTORS: They gave the score lower or equal to 6. They are not particularly interested in product or service. They won't purchase again from the company and potentially damage the company's reputation.

PASSIVES: They will give the score 7 to 8. They are somewhat satisfied with your product or service but easily switch to competitor's offering if given the opportunity. They won't spread any negative word of mouth, but they are not enthusiastic enough about your products or services to actually promote them.

PROMOTERS: They will give the score of 9 to 10. They love the company's products and services. They are enthusiastic and repeat buyers recommend the company's product and services to other buyers.

     Net Promoter Score provides a simple and straightforward metric that can be shared with front-line employees. The Net Promoter Score is helpful that can be used as a motivation for the employees to provide the best customer experience possible. Higher Net Promoter Scores tend to indicate a healthier business, While lower Net Promoter Scores indicate to dig deeper into potential customer satisfaction and loyalty issues.
Use of Net Promoter Score for Business:  The balance of detractors and promoters would indicate a company's potential for success. It costs much more money to win back a detractor as opposed to simply keeping promoters on board.

       NPS needs to be part of a broader ecosystem where the entire organization lives and breathes by it. Marketing, sales, operations and customer service should have the strong commitment to improve the customer experience and to get the cross functional-adoption of the program. The front employees need to able to act upon real-time feedback and insights from the customer to the rest of the company. The data needs to be analyzed periodically. It is important to dissect the data and figures out the root causes of its detractor's experiences or the factors of success that turned simple customers into promoters.
Things to Consider when developing the Agile Content Marketing strategy :
1, Company Goals: The starting point of agile strategy should be sitting down with the management, executives or department heads make sure the content team is aligned with the business goals. It may include increasing brand awareness, generate leads, or promoting the new product etc., It is important to understand the program objective and ensure they are working toward every asset produced.
2. Develop Agile Editorial Calendar: It must reflect an extensive industry knowledge and have a strong content strategy behind it. The content team should research and create a list of core keywords and queries based on the topics your target audience interested. Next, determine the keywords and topics will achieve program goals. Focus your efforts on the keywords and topics that have the most potential to drive the desired results. Prepare for development of in-depth assets like ebooks  or case studies into the topics around in industry related stories or company changes etc.,
3. Optimize the Content Generation Process: You need to ensure the efficient and effective content generation process in your organization at every time. There are 3 crucial elements,
      * Content  Ideation,
      * Content  Production &
      * Content Promotion process
    In Content Ideation, encourage everyone to contribute ideas. To perfect the production of good content ideas use these techniques in the content creation process such as Writing down the content ideas, content-creation-tactics, content-creation-tools etc., In the production process, you must know what makes the great piece of content. Attractive headline entices readers hook them in, and the body filled with actionable and engaging information. Tell your story in a compelling way to achieve the goals. Finally, In the production stage, establish a routine workflow of sharing the content and identify the best channels to promote the content.
4.  Analyze the Metrics: Metrics depends on the program goals. If you are writing content geared toward bringing quality organic traffic to the site, focus on the session, users, new users, time on site and bounce rate etc., If it is intended to acquire leads for the organization look at the metrics like CPC, CPL, Conversion rate and Lead quality etc., For the engagement, check out social shares and brand mentions etc.,
5. Pivot your Content Strategy: Validate your content that helps to make progress toward your program goals or alert you to the fact that the strategy isn't working. Interpret the performance metrics and pivot the strategy accordingly. Push back the topics in the evergreen editorial calendar to make room for timely pieces of content related to products or other company events.
6. Account Based Marketing(ABM): Account-Based Marketing helps to retain and grow customer bases for top executives. One of the inherent traits of an ABM strategy is the nurturing effect created by ongoing, personalized efforts dedicated to a selected group of current customers. Satisfied existing customers are prequalified and likely have entrenched systems or processes they're not quick to change as long as the needs and interest are met by the current provider. For B2B marketers, there are some resources required to maintain and grow the customer relationship than attracting and acquire a new one,

7. Customer Life Cycle Management: For Saas subscription company, the winning customer is the first step of the journey in Customer Lifetime Value. So, it is important to shift the focus from buying journey funnels into customer lifecycle management. Develop a clear customer engagement strategy that marketers extend the experience for engaged and converted customers on the front end to one that will grow the loyalty and satisfaction on the back end.  Answering these questions can help you determine the best engage your customers,
      * What do new customers need to implement and become proficient at using our solution?
      * What are the new roles/people you need to engage?
      * Are that achieve the desired outcome?
      * How can you get them more value?
      * How easy it to do business with you over time?
    Onboarding a customer is the critical stage for a new customer. Delivering the content, tools, resources generate excitement and anticipation for using your solutions. Marketers proactively work with new customers by helping them facilitate change and see the added value will help to increase retention. Interactive content and personalization are the best tactics used for keeping the customers for life.