In his recently-published guide, What’s Your Problem: Become a Better B2B Marketer by Enhancing Your own Problem-Solving Skills , Steve Goldhaber argues that this discipline of content marketing boils down to a simple consistent objective: solving problems. It’s an affordable framing. Almost every piece of advertising content is essentially aimed at solving a problem. This really gets to the fundamental intent of B2B content marketing as a practice: by helping our viewers solve day-to-day problems plus overcome business challenges, we hope that they’ll eventually consider utilizing our product or service to solve a bigger problem. But content marketing experts can’t focus solely on solving problems for customers. All of us also need to look inward plus address key challenges that threaten the value and effect of our problem-solving content. The saying about “getting your house in order” comes to mind. Here is a look at four prevalent conundrums faced by B2B content marketers today, and how I recommend confronting and conquering all of them.
How to Get over 4 Vexing B2B Marketing and advertising Conundrums
Content marketers need to reckon using these stumbling blocks before they can race to big achievement with their strategies. Conundrum #1? More brands and platforms than ever are usually competing for the diminishing currency of attention. On the surface, it seems like a clear positive: Fueled by social isolating and a lack of in-person encounters, audiences flocked online more than ever in 2020 . Usage of mobile devices and social media apps has risen dramatically . In theory, this means it should be easier than ever to attract eyeballs and engage users via electronic marketing. So , why the conundrum? Two reasons. Initial: every brand and content-creating entity is aware of this pattern, so there’s been a widespread increase in supply to fulfill the demand. That means more competition. Second (and not unrelated), audiences are tired after a year of being necessarily glued to their screens. With out question, it’s growing more challenging to earn and sustain someone’s attention, not to mention generate action and engagement. What To Do? It has never been essential to adopt a quality-over-quantity strategy. Zero in on a directly defined audience whose problems you can help solve. Produce highly focused and straight relevant content. Personalization holds the key to breaking via with a clear message in an online environment full of buzzing static. [bctt tweet=”“Personalization holds the key to breaking through with a clear message in an online environment full of buzzing static.” @NickNelsonMN #B2Bmarketing #personalization” username=”toprank”] Of course , the heightened competitors also calls for a re-emphasis on capturing the attention of a scrolling user. Go against the grain and deliver something your audience isn’t planning on. Rock the boat in the sea of sameness. The clients at LinkedIn Marketing Solutions recently shared tips for thumb-stopping content that attracts a user mid-scroll and invites engagement, including examples. We especially like the bear ad example from eCornell. Conundrum #2? Calculating results is difficult whenever direct links to income aren’t always clear or straightforward. In times of economic duress, there is a organic inclination for businesses in order to scale back on discretionary investing. In its early days, content marketing was often viewed as discretionary, or a complementary aspect of company development. While that notion has generally changed, marketing leaders still can encounter an uphill battle whenever vying for a fair reveal of reduced budgets. What To Do? The connection between content marketing and revenue is not as overt or direct as some some other investments, that’s true. But it is undeniable. The ability to map content to revenue is becoming a key asset for marketing departments, and in some cases it may require rethinking conventions. For example , some businesses need to reduce their campaign measurement , to align with a complicated and lengthy buying cycle. Another opportunity: refining attribution methods to deliver more clarity and comprehensiveness. Do you monitor user actions across stations? Are you accounting for each post-click and post-view conversions ? Are you quantifiably measuring brand attention and engagement? If not, these are worthy aspirations in a results-oriented business landscape. Conundrum #3? It’s tough to authentically integrate influencers straight into content when audiences are suspicious of brand sponsorships. Influencer advertising is a broadly-applied term, and some applications it can feel a little sketchy. When people connect the concept with Kylie Jenner shilling for Pepsi inside a tone-deaf Super Bowl advertisement, or Instagram celebrities promoting a devastating tropical festival , it is understandable how they’d become skeptical. The credibility gained by associating your brand name with a respected figure is negated (and then some) when the influencer isn’t sincerely interested or invested. Whenever done right, influencer marketing is highly efficient . But more than ever, entrepreneurs need to be strategic, and conscious of optics. [bctt tweet=”“When done right, influencer marketing is highly effective. But more than ever, marketers need to be strategic, and mindful of optics.” @NickNelsonMN #B2Bmarketing #personalization” username=”toprank”] What To Do? It all begins with selecting the right influencers. Recognize voices with strong topical and audience alignment. Aim to be more relationship-based than transactional in your partnerships. Deliver clear value to the people you work with to spur zealous participation. Co-create content in order to find interesting ways to incorporate influencers’ expertise, perspectives, and tales. Above all, make transparency the fixture. You don’t wish your audience left to wonder about the motivations of individuals involved — or even worse, feel misled. Conundrum #4? Fast-rising brand new channels don’t have obvious applicability for B2B marketing reasons. When looking at recent trends and stats within content marketing , it is hard not to notice the meteoric rise in usage of apps like TikTok and WhatsApp. Manufacturers are gravitating toward Instagram Stories . These channels are interesting, but they don’t intuitively possess much applicability in B2B marketing. What To Do? The last thing you want to do is jam a square peg in a round opening for the sake of seeming cool or even hip. But that’s not saying there aren’t creative plus contextually-fitting ways to market the B2B brand on B2C-centric platforms. Doing so effectively is definitely an opportunity to stand out and distinguish, in accordance with our solution to Conundrum #1. [bctt tweet=”“Finding creative and contextually-fitting ways to market a #B2B brand on B2C-centric platforms is an opportunity to stand out and differentiate.” @NickNelsonMN #B2Bmarketing #personalization” username=”toprank”] For inspiration, courtesy of PixelMe, here are ten creative Instagram ads from B2B companies (led off by our clients at monday. com).
Break Down B2B Content Marketing Barriers
Both challenge and opportunity can be found within each one of the conundrums presented. Those B2B marketers who take the correct steps to solve them will enjoy a more smooth and frictionless path to success. Keep four things top-of-mind as you enterprise ahead:
- Create using a purpose (and flair)
- Calculate robustly
- Partner strategically
- Test away from the beaten route
For more advice on overcoming obstacles to resonate with your audience, check out my recent post on five B2B content advertising pitfalls to avoid .
The post Problem Solved: Increase B2B Content Marketing Success by Conquering 4 Conundrums appeared first on B2B Advertising Blog – TopRank® .
Source: toprankblog. com