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September 29, 2011

Five Steps to Consider for B2B Content Marketing

By David Sims, TMCnet Contributing Editor


Thanks to 3Forward for pointing us towards a case study on Marketing Sherpa discussing the value of a real company’s B2B content marketing program.


“Since this company took their program full speed in early 2010,” the case study finds, they’ve achieved 25 percent to 40 percent increase in revenue each quarter, nearly double their average annual revenue per account, 70 percent increase in inbound leads, 20 percent increase in website traffic, three to four more site traffic on the blog than their website and, as if all that wasn’t enough, improving SEO rankings for major keywords.

Luckily this company shared the outline of their program with Marketing Sherpa. And a word of caution here, friends: It’s billed as “a formula any company can follow, or at the very least use as a benchmark for their own efforts,” on the 3Forward website, but of course we know that’s not true.

There is no “formula” to follow for your company. All lists like this are good for is to consider for your own needs and situation. If you see these steps might help you, adopt them. If you don’t, well, let them pass you by. Somebody else’s path to success will never be yours, because hey, they’re not you.

That clear, here are five steps to sales success with content marketing you might want to consider.

Create guidelines for messaging. This can be applied across every channel.

Set up and monitor architecture. It’s possible to design a program around such channels as a blog and such social media as Facebook, Twitter, LinkedIn (News - Alert), all the usual suspects.

Add more high-value content to the website. This could include premium content behind an opt-in form to grow database of new leads.

Use automated marketing and respond quickly. Now, whoever you are and whatever you’re doing, this might be one to pay attention to. Okay, maybe Twitter (News - Alert) doesn’t figure large in your sensible business plan, but frankly we can’t conceive of a worthwhile plan that doesn’t include responding quickly to customer inquiries and marketing contacts. Just remember the maxim here: Do not annoy or overwhelm.

Measure, adjust and prioritize. Track things like the number of leads captured, the ratio of leads to sales, the average value of sales and average return-on-investment, things like that.


David Sims is a contributing editor for TMCnet. To read more of David’s articles, please visit his columnist page. He also blogs for TMCnet here.

Edited by Juliana Kenny


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