Relighting the Fire of B2B Marketing Teams
Innovation and a constant pivot in marketing, while paramount, it’s exhausting.
It’s no surprise that marketing teams often find themselves stretched thin and burned out.
It’s a hamster wheel of keeping up with what feels like a constant cycle of change in online marketing along with churning out content like butter.
I know what you are thinking, it’s hard to be on the cutting edge and embrace innovation when your daily life is filled with new ideas and changes to what you’re already working on.
Know this, that is in every business.
Maybe that doesn’t bring you comfort – but know this industry is not alone.
Part of being innovative and cutting edge is being able to pivot strategy and plans at a moment’s notice.
That’s a whole other blog, but this blog is going to attack how to build a content strategy that takes some of the churning off your plate!
Marketing feels like the relentless pursuit of engagement, leads and conversions. This can take its toll on us marketers, leaving even the most passionate professionals feeling overwhelmed.
It’s exhausting. But there are ways to alleviate some of the challenges.
These are my three transformative B2B marketing secrets that I use to ensure I have an abundance of engaging content without the burnout.
1. Creating a Fresh Strategy: Focus on Distribution
Many marketing teams tend to stick with a single type of content for their blogs, social posts and emails, believing consistency is key.
They write a blog, post and share it to social media, maybe send it out to their email list and then they may never use it again.
However, this approach can inadvertently lead to stagnation.
Having a single type of content for core content is the right approach.
The key is then in the distribution.
Without distribution your team struggles to create that regular social and email content. They end up trying to create new content just for social and email.
But this limits your content reach and engagement potential.
Instead, do what my team does. For each piece of core content (whether a YouTube video, podcast episode or blog post) we build 3-4 different pieces of content to share into the world.
This could include engaging infographics, thought-provoking videos, interactive quizzes, carousel posts on social, video clips for social and more.
By offering a buffet of content, you’re not only keeping your audience engaged but also establishing yourself as a versatile industry thought leader.
And bonus! Your team keeps the content calendar full and this also allows the core content to do the work and get the maximum attention we can get.
Use analytics to help you decipher what’s working from the most popular topics to most popular post types.
Then reuse, recycle, repurpose whatever you want to call it and put that content in front of people again!
Here’s a nifty trick: Dive into Google Analytics and peek at your most-visited web pages. See which blog topics are at the top of the list. And don’t stop at a week or two – go back about six months for some real data gold. And if you’re a once-a-month content creator, stretch that time frame even longer.
Take a peek in your LinkedIn, Facebook and Instagram account insights and check out the top most engaged posts over the past six to nine months.
Can you resurface those? Refresh them to repost? Update slightly to reuse? Do it.
Another nugget for you: By doing this we found that one of our clients saw bigger engagement when their blog and social photos contained images of people in their company.
Knowing that we were able to use photos of people even in content that may not have been about that person (such as blog posts or announcements) and we saw our engagement trend up.
The type of content matters too. When peeking, analytics look to see what content types garner the most interaction. Videos, carousels, articles etc. Experiment with new formats (vertical video and even text only posts on social) and track the performance. By adopting this approach, you’re inviting a more diverse readership while breathing new life into existing content.
Remember, not everyone’s into the same stuff. Some folks are all about watching videos, while others just want to speed read their articles.
2. Maximize Website Content to Create Content
Your client’s have websites full of content often written in the brand tone and includes their messaging. It’s done for you.
We “steal” this content to share in other ways across the web – in videos, emails and social posts to fill our content calendars.
Peek through your client’s site and find content you can use to craft different types of content. Look at their about us, their products and services, these are ripe for social media pieces.
Share stories of happy customers, scenarios where your client’s product or service solved a problem and anything with industry-specific tidbits that can be made into a social post, video or graphic. This includes quotes, content that can be turned into a carousel, a piece of content that helps build their email list (like upcoming webinars, presentations and resources).
Remember video doesn’t have to be face to camera, you can create video slideshows or use background video with text overlaid to create a video with a text story.
Faceless video works well with my B2B clients. Given our resources and availability of these clients we can’t always have face to camera videos from their teams, so this is how we build video into our strategies.
You can pull some seriously engaging stuff for social and emails straight from those ‘About’ pages, giving their teams a well-deserved shoutout.
Show off the love they’ve gathered on social media in Google reviews, in reviews they collect themselves.
Your client’s website is like a treasure trove for content – perfect for building your social media and marketing strategies.
Invest time and figure out what questions their audience just can’t stop asking. What’s bugging them the most? Then, get creative and mold your content to address those questions head-on.
3. Amplify Through Paid Posts: Fuel Engagement Strategically
Let’s not give up on paid! Even the most exceptional pieces of organic content can get lost online without a strategic push.
Unfortunately, many B2B marketing teams rely solely on organic reach, missing out on the punch that paid promotion can deliver.
The Pitfall of Over-Reliance on Organic Reach
While organic reach is great and we want to try to get as much of it as we can, it definitely takes work and time to get the organic juices flowing.
Waiting for organic traction can feel like watching paint dry.
It can take months. Plus churning out enough content for organic growth can burn out your team leaving everyone feeling pretty frustrated and disappointed.
Commit some spend to paid posts.
By strategically giving your content a boost across different platforms, you’re making sure it reaches a much bigger and more relevant crowd.
Targeting is your friend!
The cool thing? This speeds up the feedback loop, helping you tweak and switch gears faster than ever before.
Imagine having those golden insights into how your content’s doing, all in real-time, without breaking a sweat.
- Pinpoint where your audience hangs out the most.
- Keep a slice of your marketing budget ready for some paid action.
- Use engagement ads to test different types of content and to see what topics resonate with the audience best
And guess what? When you work that paid promotion magic just right, you’re basically lighting a controlled fire under your content.
The Journey Forward
Exhaustion doesn’t have to be the norm.
These three secrets not only breathe life into your marketing efforts but also foster a culture of innovation and empowerment within your team.
Leaving brainspace for the team to be creative and innovative because they aren’t always churning out massive amounts of content.
We all need some white space in our brains. The marketing industry doesn’t leave much of that for us marketers, so we gotta do what we can!
Burnout isn’t a badge of honor; it’s a signal for change.
Whenever you’re ready, here are two ways I can help you:
- Download the Asana Starter Kit. This is the system I use for my clients and my own business.
- 1:1 Strategy Session to work with you and your team to implement a holistic marketing strategy from start to finish for your clients. Including content creation, ads management and setup, social media strategy, email marketing and list-building strategies.