Content marketing is not a new activity for b2b companies. Many of these companies have been doing it for years in specialized journals in their field of activity, and you know very well that a good article published in your company in those magazines, the result turned into potential contacts and possible sales. Of the advertising and the specialized contents lived those magazines, unfortunately they have almost disappeared, due to the growth that has made Internet the last years.
Currently the publication of content on the internet is in the hands of any company, however small, but to succeed requires a good analysis of the value we can provide and the objectives we want to achieve.
If your intention is to publish content, before starting, make an internal and honest reflection of your company: who are you? What is the mission of your company? What position do you occupy in the market? What goals and aspirations Do you have? … This reflection will be the best you started to make a good content plan.
Research your market
Identify the largest companies in your potential market, investigate what your content plan is, learn how they do it. Identify your most direct competition, research what content you publish, how you publish it, and who direct your content. Look and investigate your clients: what are their concerns? What interests them? What values do they expect companies from their sector to contribute? … Do not stop to investigate, you will always learn new things for your contribution. value.
Objective of Attraction Content Plan.
The objective of the attraction content plan is part of the objective of the strategic digital plan of the company that is to sell, but the content of attraction in concrete, never have to be focused on the sale, but to the contribution of value to the customers Or potential clients. It is a strategy of attraction, for the positioning of your company in the sector, and to get qualified traffic to your website. The benefit you will get in the confidence that your followers will put in you, which will allow you to later carry out campaigns more focused on the sale.
Formats of publication of the contents of attraction.
It is fundamental and basic that the contents that you publish are of the best quality possible, at all levels: writing, design, graphics, technical … It is the image that our clients or future clients will perceive of your company.
The usual site where the contents of attraction are published, is the corporate blog and in the professional blogs of the members of the company. The written article is the most usual format, but other formats such as videos, presentations, e-Book, books, pdf …
Make and public your healing of contents of attraction.
One of the activities that will help you to improve your content and attract loyal followers, is the healing of quality content from other authors and companies in the sector, sharing it in social networks. (Twitter, Facebook, LinkedIn …)
Disseminate content in a proportion of 80% of others and 20% own, will help you to create a community of followers, interested in the themes of your company and its sector.
Create a publishing calendar.
It is important to be constant in the publications and have a few days of publication of your content, But remember more important is the quality of your publication that strictly comply with the publication deadline.
Measure, evaluate and improve your attraction contents.
The metrics that you must control are: brand visibility, interaction with users, traffic to the website, number of pages per user, rebound rate, number of contacts registered to the blog or Newsletter, number of recommendations, online sales …
As in any strategy applies continuous improvement: plans -> performs -> controls -> reviews and -> improves.
Do not give up on this strategy, it is a long road, but in the end the results are very satisfying to have been able to consolidate a community of qualified followers in the environment of your website and your business.