Digital Content Marketing Blog

It’s true that most B2B companies aren’t doing any content marketing at all.

And of those that do, most are simply pushing out awareness focused messages that don’t convert.

We know it’s tough out there to make this a priority, but if you are currently running any content marketing or plan to do any in the near future then read on to learn how to make sure what you do gets results.

The Top B2B Content Marketing Ideas for 2019

• Run LinkedIn Ads sponsoring your company page content
• Run LinkedIn InMail Ads that email your top customer targets
• Write blogs that are Q&A style
• Create a price sheet and put it behind an info gate and promote it

We explain in more detail below.

Run LinkedIn Ads sponsoring your company page content

This is probably the best way to instantly get new leads in 2019.

The targeting LinkedIn provides is unmatched when it comes to B2B.

Now for this to work you’ll need to produce content that will get promoted.

We have content suggestions in our other two ideas on this list, but literally any relevant post about your company that includes a problem, solution and call to action that links back to your website is worthy of sponsoring that content.

The customers targeted will see your ad in their feed, click on the call to action button and convert on your website through a form or call to get more information and do business with you.

Run LinkedIn InMail Ads that email your top customer targets

Similar to sponsored content you can target your primary customer and get in front of them very easily using LinkedIn InMail ads.

The big difference here is the ad type and how it is presented.

With InMail ads you as an individual (or someone on your sales team) will send an email through the LinkedIn messaging system directly to those targeted customers.

So not only does your message get to the target on LinkedIn but it also goes directly to their email address which is usually connected to their phone.

This means you’re getting in front of the buyer immediately!

Again you’ll need to craft a message that is compelling to the buyer, speaks to a problem you solve and the solution you have for solving that problem paired with a Call to Action that either moves them to…

• Message you back
• Click through to your website where they can convert there
• Or call you directly by listing your number in the message

This works really well and scales your sales team in a very efficient way.

Write blogs that are Q&A style

Without going into a deep dive on Keyword Research for B2B companies we’ll say that many of your customers are searching on Google asking questions they need answers to. So you’ll want to do keyword research to identify How they ask those questions and what terms they use when asking.

Once you have that craft a post that literally opens by asking that exact question and follow it up with your answer. Preferably the answer is something that you offer as a product or service.

Many B2B marketers make the mistake of sharing a lot of 3rd party content or ideas that really are good ideas, but have not compatibility with your business and would never generate new sales. 

So be sure to make it 1st party knowledge tied to what you do as a business.

Create a price sheet and put it behind an info gate and promote it

One of the most popular downloadable assets that we see work well for B2B companies is a price sheet.  The reason this is so popular is because so many B2B businesses don’t share their pricing.

While we understand you may not want to share your pricing like most of these companies you can at least give estimates for these customers to take a look at.

To do this you’ll need to create a page (landing page) on your website with a form that when submitted will present them with the price sheet.

For example…

If you are a manufacturer and sell a variety of parts upload your price list each month so your prospective customers can see costs and viola you know have a list of leads to contact.

Or if you don’t want to share exact pricing create example statements of work or groupings of products showing the prices for that SOW or the price breaks for volume purchases of a specific product line. This is still valuable as it will give the prospect a better understanding of what they can expect when working with you.

Regardless of if you do one or all of those B2B content marketing ideas we can Guarantee you that they will produce new leads for your company.

If You Have Questions on This Call Us at 314-736-4434

Or Submit your information below

While this article is very specific to Banner Printing it actually applies to every term you are looking to rank well for. So let’s set the stage…

You want to rank better in the search engines for terms related to Banner Printing right?

The question is “How do you do that?”.

There are two things you have to consider.

• Traditional Keyword Research vs Strategic Keyword Research for Printing Terms
• The search engine results mix (or distribution)

We explain in more detail below.

Traditional Keyword Research VS Strategic Keyword Research for Printing Terms

In traditional KWR the rule of thumb is to enter the name of the product / service you want to rank for into a keyword research tool and capture the term that has the highest volume with the lowest competition. Then optimize your page for that term.  This is not bad advice and does work the majority of the time.

BUT…

If you want to get better results you’ll do this.

Strategic Keyword Research.

To do this you have to brainstorm a little to come up with other ways that customers search for your product / service.  This could be that they call the product / service something else or they search the “fix” your product / service solves.

You just may find a term with better volume, a lower competitive saturation and better mix in the search engines. We’ll talk about the mix in a second.

The Banner Printing Keyword Example

Let’s say you want to rank for Banner Printing.

We also think you should rank for that.

When doing a keyword research task you find that Banner Printing shows up as having 9,900 searches per month with a moderate level of competitiveness.  That’s good news!

But then you think about the ways customers were asking for that service on calls.

They were saying Custom Banners quite often.

Let’s research that term.

You find Custom Banners returns a search volume of 14,800 searches per month and a similarly moderate level of competition.

WOW!

You do a quick check and see that Google is return similar results.

Companies like yours selling banners.

We suggest optimizing for the Custom Banners term!

The Search Engine Results Mix

We mentioned this earlier in the article that the search engine results will have a mix of elements.  These are typically ads, maps listings, natural / organic listings, Google My Business information, structured snippets and sometimes Product Listing / Shopping ads.

What we advise looking at as most important (for product / service terms like Custom Banners) is are there maps results and do the organic listings under the maps show massive national competitors or a mix of national and local competitors.

If the organic results have a bunch of big national competitors (Vistaprint, Buildasign, etc.) then you’ll need to focus on optimizing for getting into the maps listings!

If there is a good mix of local companies in the organic results you’ll be optimizing for both the maps and organic results.

Example of Search Engine Mix for Custom Banners

In summary…

If you want to rank for Banner Printing start by optimizing for Custom Banners, but also include the term Banner Printing in your page copy.

AND get yourself claimed, verified and optimized with the Google Business Listing service.

If You Have Questions on This Call Us at 314-736-4434

Or Submit your information below