In the past, the Business to Consumer (B2C) audience was significantly more influenced by a brand’s content marketing efforts than a Business to Business (B2B) consumer base was. Recently, however, there has been a shift in content marketing, and it is now an effective mechanism for B2B companies as well, with B2B companies preferring a more conversational and engaging tone over a promotional one, and the path to getting your technology company’s content seen by the appropriate decision makers involve multiple touchpoints.
But before you start creating content for your brand, ask yourself what is going to be the intent and purpose of the content you generate. Do you want to increase brand awareness, generate leads, or perhaps establish your technology company as an industry leader? You may also need to define your audience and explore where they consume their digital content. Do they start with an organic search and then look for additional information through social platforms? Are they the decision maker or the information collector? Here is a graph on employee influence and purchase decisions. You can see that while high-level executives comprise the majority of the final purchasing decisions, non-C-suites definitely influence those decisions.
Employee Brand Ambassadors
Most of your employees are likely part of some sort of social media network, whether it be Facebook, Twitter, or LinkedIn. When they post your company’s content through those channels, your content will be seen by a whole new audience. It’s an added bonus if they are an influencer within the technology industry. Encourage your employees to execute the following:
- Share every blog, podcast, infographic, etc. on LinkedIn.
- Like, reshare, retweet, or comment on your company’s social media posts.
- Use your content to create group discussions on LinkedIn.
You just never know who your content will reach if you use your employees as a type of content delivery army.
If your technology company is not using email as a marketing tool, it is time to start. The thing to keep in mind is your audience; what are their needs and desires in regards to content? Think of who is receiving your emails and create relevant and engaging content to cater to them. According to a study by the email marketing agency Admitter, 90% of call to actions that read “More Info” get more clicks than a “Buy Now” or “Try Me Now” call to action button. Be sure that the email you create is being sent to the right person in the company you are courting.
Search engine optimization is still vitally important to a comprehensive digital marketing strategy. Google loves fresh and relevant content, and that is why content marketing is the way to get your technology company found through search. For Google to reward the content you are producing, you will need to be sure that keywords that are relevant to your industry are found the content’s title, meta description, and body content. Also, never forget the power of posting content on Google+, which will be indexed by Google, resulting in improved SEO results.
Many B2B companies think that Twitter is an irrelevant social platform for content distribution, and they could not be more wrong. Twitter is a great way to drive more traffic to your content, increase brand awareness, and generate more leads. Twitter offers different campaigns for specific objectives, but by throwing some money behind one of their campaigns, you can distribute your content into the feeds of those users who would deem your content worthy to consume and, perhaps, convert them into a possible lead.
- Engagement Tweets Campaign: This type of campaign does just what it says: engages your audience and is the simplest of Twitter’s paid posts. You pick your demographic targeting, measure traction, and see how many people your content-driven tweet reaches.
- Website Clicks or Conversion Campaign: A little more involved than the Engagement Campaign, with the Clicks/Conversion Campaign, you will be creating a Website Card, which will include an image, URL, headline, and a call to action, which means you have your audience do something, such as “Click to Read More”, or “Sign Up For Our Blog.” And, of course, you can track conversions.
- Leads Campaign: Twitter’s Lead Campaign is similar to the Website Clicks Campaign, but you will be generating a Lead Generation Card, which will collect emails from those who click a “Sign Up Now” button, which will tie in nicely with the email part of your content distribution plan.
Don’t forget you can share content multiple times, so change up that tweet and reshare your content so more companies will be able to see it.
LinkedIn: This social platform is a marketer’s dream, with 94% of B2B companies using this networking community to distribute their content, and 63% of those same companies believe it to be the most effective out of all social media. Within LinkedIn, technology companies can tap into its power three ways:
- Groups: LinkedIn Groups are a wonderful way to connect with others in your same field by engaging in discussion and sharing relevant information. Once you have established yourself into some of LinkedIn’s groups for technology companies, share content you have created within those groups to establish your company as an expert in your field.
- Publishing: LinkedIn’s Pulse is the perfect place to showcase any content that reinforces your knowledge in whatever technology sector your business belongs in. Be sure to focus on industry trends, specific challenges others in your industry face, or new legislation that could affect your technology sector, and add tags to your posts so they may be found.
- Sponsored Updates: By putting some money behind sponsoring your update on LinkedIn, you can get your branded content directly into the hands of those businesses within your target demographic. With a native ad, which has the feel of an organic post, you can ensure the right audience will see your content with specific targeting, such as employer or job title. You can also choose from cost-per-click or cost-per-impression models, granting you even more control in your sponsored content distribution strategy.
If your B2B technology company wants to implement a content marketing campaign that delivers results, contact On Target Digital Marketing at 866-998-6886 today to speak to one of our content marketing experts.
Thank you for reading,