Distributors have a unique position within the supply chain, managing plus marketing to manufacturers plus retailer partners at each ends.
Content material marketing for distributors is a way to engage these multiple audiences at once while developing your brand visibility.
Sounds awesome, right?
But imagine if you’ve never done articles marketing before, or your present strategy just isn’t operating?
If that’ s the case, good news: we’ve created a comprehensive A-Z guide to get you up to speed on articles marketing in general and learn just how it can be used most effectively simply by distributors.
- Customer segmentation helps marketers better engage manufacturers, retailers, and other important audiences.
- Content material provides an effective way for distributors to differentiate themselves inside a competitive market.
- SEO is essential to ensure your content is visible in order to buyers and drives traffic to your website.
- Lead magnets plus visual content are two of the best ways to make content a lot more engaging and convert a lot more leads.
- Customer testimonials are really effective at influencing B2B purchase decisions.
Content Marketing for Marketers: The A-Z Guide
A is for Audience
Audience needs to be at the top of the priority listing in every content marketing strategy. Intended for distributors, there are typically 2 main audience groups: manufacturers and retailers. Content should be created to increase visibility with groups and any others that are relevant to your specific brand name.
The way to get it done is through customer segmentation , or maybe the division of your audience in to smaller groups based on characteristics and needs. Segmentation can help you identify what kind of content will give you value for each audience team and develop your content accordingly.
For example , item guides are relevant intended for retailers, but not for manufacturers who actually build the products. On the other hand, case studies that will highlight your successful relationships with other manufacturers won’t issue to retailers, but is going to be relevant to manufacturers considering a person as a partner.
Have a Great Blog
Your blog is the major driver behind all of your content marketing efforts. For some reason, although, distributors and brands in other technical industries sometimes shy away from creating one. Frequently this is due to a misconception that technical content related to marketers and the supply chain isn’t interesting or “bloggable, ” if you will.
But this just isn’t true. The beauty of a weblog is that it’s created with particular goals and audiences in mind. Technical content may not be thrilling to the masses, but it is very valuable to distributor client groups.
Specialized content specifically aims to place a marketing spin upon more traditional technical writing. It still breaks down complex topics, but it does so towards a more conversational, easily digestible method. Your blog is the perfect place to do this.
It is important to note, too, that will distributors aren’t locked in to technical content only. The same as any other brand, you can expand your content marketing horizons by commentating on industry information, storytelling through case studies and real-world examples, and using your own unique voice plus brand personality.
Here are some types of blog posts you are able to write to get you inspired:
Convenience Goes a considerable ways
It’s easy to end up frustrated as a customer on the supply chain today. Distributor websites generally don’t offer much information about pricing, lead time, or other specifics buyers need to know. While we get this is an intentional strategy employed to force customers to contact you, it can absolutely backfire if you aren’t careful.
Like every other industry in the world, supply chains have become increasingly digital. Buyers are doing their analysis online , and they want to be able to fully evaluate possible distributors without having to spend hrs on the phone.
So while we are not suggesting you have to publish your whole pricing model to the web, we are saying you should provide potential buyers enough information to find out if it’s worth getting in touch with you. Then, you need to make it easy for them to actually get in touch.
Evaluate your website plus consider the following:
- Write with the customer in mind . Be sure web pages are up-to-date and your menu is easy to navigate.
- Provide clear, specific information about your products and services. Even if pricing is a conversation for later, give enough details that a potential buyer may evaluate whether you might be an excellent match for them.
- Make it easy for customers to make contact with you . Phone calls may be your preference, but it probably isn’t theirs. Include an email address or even better, a contact page right on your website. Have the correct processes in place to ensure fast follow-up.
Focus on Differentiation
To buyers, distributors can often all seem like one within the same, especially when they share an industry niche. Content marketing and advertising is a proven way for distributors to differentiate from rivals. You can use content to establish a brand personality and get more private to make customers feel connected to your company.
Some ways to do this include:
- Commentate on industry news and events . Do not shy away from offering a unique opinion.
- Highlight the folks in your business, including executive teams, product sales representatives, and operational employees.
- Tell stories . These can include case research that showcase customer achievement, internal wins like new improvements or strategies, or give historical context about your business.
Make Email Part of Your Strategy
Distributors are great at sending promotional emails, but are you also integrating content into your email technique? If you’re not, it’s time to get on board.
You already know about distribution channels, and one of the most effective methods to drive more traffic to your website and blog is by taking a multichannel approach to its distribution. Social media (more on that later) and email are two powerful systems for doing so.
It also creates a win-win circumstance for your marketing strategy. When your content material is more widely distributed, this gets more traffic plus makes a bigger impact. Simultaneously, your content makes your emails more interesting, helping to increase open rates and eventually putting more eyes on those promotions you’ve recently been sending.
Know Your Customer’s Journey
The B2B customer journey is a long plus winding road (typically 3+ months). It also involves multiple stages, and that B2B purchasers are doing a lot of their own research before they ever consider contacting a company directly.
This means you need to 1st, know your customer trip, and second, create articles for buyers at every phase of that journey.
Customer journey umschlüsselung is an important physical exercise every company should carry out as part of launching their content marketing strategy. It puts a person in the driver’s seat plus allows you to guide buyers through the journey rather than arbitrarily trying to catch them at the correct time.
Knowing your customer journey, take a funnel marketing and advertising approach. This ensures your buyers are usually landing on the right content at the right time, which usually ultimately drives increased prospective customers and higher sales sales.
Here’s a good example of what the marketing funnel generally looks like and the types of content material that fall under each stage:
Generate Powerful Lead Magnets
For B2B companies, capturing contact information is definitely an essential part of the content marketing strategy. You can do this by using lead magnets, or high-value content offered in exchange for a buyer’s details.
Business lead magnets are a proven tactic that can increase your conversion rate by as much as 85%. They’re typically offered by earlier stages of the customer journey to get buyers more deeply engaged and ensure you can follow up with them after they leave your site.
Some of the most efficient types of lead magnets intended for B2B marketers include:
- Demonstration Videos or Webinars – We’ll enter video more later, but for now know that it consistently beats out other forms of content. It’s also a great way to educate your buyer without having to be boring.
- PDF Check-lists – Checklists help people feel organized. They can make a complex problem feel more manageable. They also provide buyers a better understanding of their particular problem and the solution you can provide.
- Ebooks and Whitepapers – These demonstrate your business expertise and educate buyers who fall under both the non-expert (ebook) and expert (whitepaper) categories.
The common thread across guide magnets is that they offer incredibly high value and are actionable for the user. Lead magnets aren’t just another post . They may take extra time and effort to develop, but the ROI they create helps it be a worthwhile investment.
Optimize for SEO
Content marketing professionals aren’t kidding when they say that content is what helps you rank on search engine results pages (SERPs). Today, 93% of all on the web experiences begin with a search engine. In case you aren’t ranking on Google, it is likely potential buyers will never discover you in the first place. For vendors, the market is often saturated, making rankings even more important.
Fortunately, there is a great deal of information out there — a lot of it from Google by themselves — about Google ranking factors and the right techniques for optimizing content.
Here’s a quick list of the most important things to focus on:
- High-Value, Relevant Content – Google’s use of smart AI algorithms mean it isn’t really enough to just hit the perfect keywords. Be sure to always prioritize quality and relevance very first.
- Keywords – But keywords are still important! You can do keyword research for ideas and to be certain you’re covering important business topics.
- Mobile Marketing – Over fifty percent of all web traffic is happening on mobile devices, and even B2B customers are using their phones to do research. Your content must be cellular optimized for the best possible consumer experience.
Get Active on Social Media
Social media is one of the many direct and effective ways to engage with buyers, partners, along with other stakeholder groups. It’s also a powerful distribution channel for your content. Social media is another among those strategies distributors and other technical companies sometimes shrug off as not relevant to them.
If that’s you, think again. Just like with SERPs, if you’re not on social media, you risk getting invisible to important audiences that drive your business development.
Launching the social media strategy can feel as if a daunting task, and the advice is to start little and build on your strategy over time. First, consider which usually social media platforms are best for you. We recommend every B2B company get active on LinkedIn, so that’s a great place to begin if you’re considering just one system.
Once you’re established, you can expand your strategy and grow your social media presence in other places. You can find social media arranging tools that will help you automate and improve your posting, and integrating social media into your content calendar can help you stay consistent.
Share Customer Testimonials
Interpersonal proof is important for every kind of marketing today, but B2B buyers especially are looking for recommendations and established company track records.
After all, B2B purchases often involve a much large financial commitment and effect an entire organization. B2B buy decision makers are under high pressure to choose the right seller.
When customers see you’ve already succeeded in other partnerships, it boosts their trust in you to deliver and eases some of the doubt that comes with making a purchasing decision.
Some statistics to consider: 89% of internet marketers have said customer testimonies are their most effective type of content for influencing purchases. Almost three-fourths of consumers use reviews to establish trust using a brand, and 89% rely on a testimonial just as much like a personal recommendation from someone they know.
It’s clear that will leveraging social proof to determine credibility and trust functions, and it’s your job being a content marketer to be sure you are incorporating it into your strategy.
ThinkImpact reports that 83% of customers are prepared to provide reviews after having a good experience with a brand. What this means is most of the time, all you need to do to obtain a good testimonial is inquire!
Publish High-Quality Visual Content
Visual content is all the particular rage today in content marketing (and it will not be going anywhere anytime soon). For distributors it could be one of the best ways to make articles more engaging. According to Nielson, users only read about 20% of the text on a webpage. At the same time, they keep in mind visual content 6x much better than text.
Visible content like infographics, videos, and images to match social media posts do a better job catching your audience’s attention and are shared over text content. This means including visuals is a surefire way to increase your content visibility simply by getting others to share it for you.
Intended for distributors, some of the best visual articles options include:
- Demos and Explainer Videos – Demos and explainer videos are a more online way to help customers understand your products, processes, and services.
- Infographics – Putting visible design next to statistics along with other information makes it more visible, shareable, and engaging to see.
- Product Images – A visible of the real thing is more impactful than a text description.
Start Your Content Marketing Strategy Right Away
Distributors who make use of content marketing earn a competitive advantage and gain the most direct connection to potential buyers, positioning themselves to generate increased leads and convert more sales.
If you’re ready to launch a new articles marketing strategy or enhance the a single you have, Marketing Insider Group can help by delivering ready-to-publish content every single week. To learn more, check out our Content Builder Services or schedule a free consultation today!
The post The A to Z Guide to Content Advertising for Distributors appeared first on Marketing Insider Team .