Your management understands that as a company you must be able to tell a good story today. The marketing manager likes to see the growth in Google traffic and promises support in all areas. And you have also found a business copywriter who understands your business and market and correctly portrays your story. But in practice? Colleagues don't have time for an interview, feedback comes months later and that company blog remains silent. From Bloeise's content marketing practice, we bring you the most important stumbling blocks and tips to keep your content machine up and running.
Making the choice for content marketing
Only when you have entered the why as an organization can you focus on the how. But beware: keep an eye on those objectives. You must prove this, so that you can continue to ask for the resources and time internally. A number of facts that can help to underline the importance of content marketing:
- With business blogging you get average 55 percent more traffic to your website;
- Companies that blog 1 to 2 times a month 70 percent more leads than competitors who don't blog;
- 64 percent of the B2B buyers researches at least half of his work online. 38 percent also buy half or more online.
Do you want to zoom in more on the why question and possible objectives? Then read the first part of B2B Content Marketing.
Set up your content strategy
Of course you can just start making moves. But then you cannot follow whether all that time and investments have actually yielded something. In my booklet marketing means the optimal use of your resources to achieve your goals. So you put it on paper. But that does not have to be an extensive book with 34 edges: you just want to be able to start according to a plan. A strategy is no different than: from A to B.
- Put your content strategy on one piece of paper: in which market are you, B2B or B2C, who is your target group and what challenges do they have, what does the sales process typically look like, which customer questions should you address and how do you do that now.
The next A4 is for the customer journey: with this you map the content needs.
- identify the steps in the sales process. Typical are: attention for the problem, interest in solutions, preference for one solution, purchase and possibly service.
- Name the numbers. Have the marketing manager and sales manager add numbers per month: how many sales per month, what is the quotation score, where does the marketing transfer the leads to sales, how many leads become quotes, how many website visits become leads? Google Analytics helps with measurement.
- Name the content. Let them also take the typical customer questions and company answers to the steps. So you see on one A4 what you can do where to increase the quantity.
Make your content planning
A schedule gives everyone peace of mind. The writer knows what to do and when, colleagues can put appointments far in their agenda. With content planning you put man-hours (tasks) and phases in content production (deliverables) away in time.
- Start with a simple schedule: one or two blogs per month is great for setting up the process. Is it going well? Then you can scale up to the desired one blog per week.
- Verify the schedule: can you provide feedback within two days? Or do you need three days? Is that enough time to change the article? Everyone must agree with the schedule. That external writer too, because it typically has multiple assignments that are 'approved but not yet started'.
- Verify the desired steps: make sure you are familiar with all the steps so that you are not confronted with sudden delays. Typical points for attention are: determining the approach, planning and doing the interview, approving the first set-up, correction work, translation, content promotion, evaluation.
Determine the approach
Do you really want to be alone? score higher in Google? Great, then a keyword is sufficient for your writer. Is the article in the name of your employee? Then discuss the approach with that person: what needs to be told, why is this important to tell, what can the company mean. There are two things to keep sharp: what your reader wants to read and what you want to tell as a company. In between is the sweet spot.
- Give your writer input. Typically, the more the better. Clarification is important: is this sample blog exactly as you see it? Which key points do you want to bring? Which sources can you already provide? Or who can tell me more about it, can I call him and is he already informed?
- Take your customer journey as a guideline. You now have an overview of what customer questions there are. Answer this and see how you can take your readers to the next step. So in an article for the attention phase, you want to make them aware of a problem and then lead to possible solutions. In an interest phase, you want to explain to them what the differences are in those problems and how they can choose.
The content organizer
A new role is needed within your company. That doesn't necessarily have to be a new person. This person is responsible for the content strategy, content planning, content production and content promotion. This can therefore be one content marketer but also the marketing coordinator. Ideally, the person in this role provides:
- Plug in a continuous stream. From the customer journey, from regular consultation with the people under whose name the articles appear. You can also make agreements with your writer who will make proposals.
- Inform people internally. About new blogs that they can push on their own social media, about interviews that are needed, about the results of all these efforts.
- Collect feedback. Rarely is only one person about the content. You do not want all feedback in different emails, Whatsapp messages or phone calls to the writer. Because how should he choose from it if it is contradictory? Or unclear? Collect the feedback and bring it as a whole. Don't you get feedback from that one busy-busy-busy colleague? Indicate what happens if that person does not respond (publication) or escalate it so that priorities are discussed.
- Post the content. No copy / paste with standard photo. You want to seduce Google with filenames, alt-image, titles, meta-description, H1, H2, H3 headers, internal links, tags and categories. The reader wants to seduce you with beautiful photos, videos, infographic and pull quotes. Do you have a designer at home? Let them choose the main image!
- Promote the content. Start internally, let people know that there is an article online under their name (seriously). Plan it for your social media, newsletter, ads and other expressions and see which different ankeilers (brackets) you can use. Also regularly check afterwards: how is that content going? A golden tip that really helps: look in Google Search Console for which keywords that page scores in views, but not in clicks. Then put those keywords in the title and meta description of that page. More clicks guaranteed, so higher CTR and therefore higher positions.
- Evaluate in effect, product and process. What went well and what could be better. Has it helped with your goals? Did it look good? How did the process go and how would you like to see it? The purpose of evaluating is not to generate paperwork, but to identify the areas for improvement.
Outsource Content Marketing
Convinced of the power of content marketing but not sure about the content? Bloeise supports companies with setting up a content strategy, creating quality content (ranging from SEO texts to interviews) and sponsored content. Take Contact to discuss the options for you or book a session directly below.
Content marketing session
Get started seriously with content marketing? Then you probably have all kinds of practical questions, such as: what next? How do I do this efficiently and successfully? I offer you one for that content marketing session. A telephone 1-on-1 in which we discuss your objectives, target group and approach. You get personal advice and practical tips so that you can get started with your super content to get higher in Google, help your customers and score new leads.
- Blogs for Dutch Cowboys and Emerce
- Founder Bloeise
- Writer and content marketer
- Helps various partners and B2B companies with their content marketing