A Guide to Enterprise Marketing Content

Many businesses attempted to cobble content together, but it can sometimes be insurmountably challenging. Delegating and motivating employees to write content becomes a daunting task, because employees show up at work uninspired to embrace new ideas, and reluctant to learn more to improve their industry knowledge.

Although many are qualified and fit for work, average employees take orders from management to do regular grunt work¬† without a mindset to improve their work pace, bring in strategies and position themselves at the top of the work force. It’s to the detriment of ethos in many work place. More often in today’s workforce, founders of SMBs and executives in larger organizations can’t recruit suitable employees to fill in the vacancies. Some executives opt out of hiring positions for marketing and content curation. Instead they create their own content and hire short term contractors to alleviate the mounting workload.

Content Marketing is the core of any business

Going back to B2B marketing content curation, it’s tough to hire a perfect writer to reflect your company’s values, brand voice, and sales pitch. Millennials typically lack practical work experience and business acumen to bring productive asset to companies. And the competition is just going to get tougher as more businesses transitioned from onsite marketing to digital marketing. So it becomes more important to start ranking your website on Google, Bing, and Duck-Duck-Go to secure your SEO authority. This is where great copy-writing comes in. The point of SEO is not about keyword spamming or stuffing in exchange of top Google ranking. The point is create well researched content to attract relevant visitors to read the blog articles on your site. Inbound content is the best strategy to attract the most relevant leads.

Keep your good content writers happy

Our recommendation to all B2B vendors is hire professional content writers who are adept in writer’s craft, who has the wit and creativity in making original, mind-blowing content. If you have an in-house writer or a contractor who delivers reliable work, we’d suggest your company to pay them well and retain them.

In the long term, your company will be thankful about how much inbound leads have been generated from all the quality content your writer has created. It’s a matter of time – you will see the returns on investing in quality and consistent content with an accelerated flow of inbound leads. This is something that marketing automation alone cannot generate. It’s something that neither e-blast nor bulk emails can do to connect with the target business end-users and the high-value customers. Content marketing is a very powerful ammunition that your competitors cannot take away once you have secured your basis to rank on Google results.

ROI from organic content

The more you invest in content marketing, the more enthusiasm your buyers have. They will actually look forward to new content! Your most devoted customers will check on updates and new offerings. At this stage, you are moving up the value chain by gearing your business towards campaign strategy planning and marketing automation. This is an appropriate time to send emails to your opt-in clients. They will be your prime clients who are ideal for targeted marketing campaigns.

Marketing campaigns are more conducive to your business if you’ve already acquired a good amount of interest level from existing contacts. For this reason, it’s a better tactic to start your business with a gradual progression in the following stages:

i) Establish a strategy on how you deal with daily operations

ii) Access the need to hire new employees, are you capable of handling the existing operations based on current situation

iii) Once you have time to spare, start with a few blog articles throughout the day to curate new content and promote your business.

iv) When you have accumulated a “content library,” your website will become a resource hub for your prospects.

v) Time for executing your first email campaigns and marketing automation

Difference between business clients vs. consumers

Primary difference is tone of voice. Business-to-business marketing does not only rely on sales pages to drive conversions. Buyers are power-users or novice users who make decisions based on engagement with vendor companies. So it is important for companies to share informative content to differentiate apart from other competitors. B2C marketers focus more on making ads visible, using blast emails and social media targeting direct to consumers. Consumers have a shorter span in terms buying cycle, so marketing and sales are more about appeal and volume.

How to create quality sales content?

We can generate B2B sales through conference sponsorship (for in-person sales), direct mail, email marketing, and field sales. In terms of content curation, best to write blog articles to evaluate your offerings vs. those of your competitors. You can also create landing pages to highlight the latest B2B sales offerings along with a CTA to encourage your contact to call to inquire. If sales call is a not something your clients prefer, use a contact form to collect work emails and a description of products they are interested.

Our design team have built a landing page for a legal consultancy featuring their service offerings.

Recipe of quality blog article for your website

Writing engaging articles requires research and mental effort. Great content writers are often brilliant story-tellers. Their writing is intent-driven. Each article is a narrative, an argument or a review that draws readers in for a conversation.

If you are interested in copywriting for your own website, you can refer to this skeleton as a guideline.