Does Your PR and Marketing Work With Your BtoB Content Strategy?
Combine content efforts for the best results!
Do you write content only to share your thoughts and insights?
Do you send out a press release just to announce news?
Do you distribute e-mails, newsletters, and other messages solely to sell, sell, sell?
Well, I’m sorry. The days of “solo” communications are over. Today, all of your marketing activities need to be part of an overall, BtoC or BtoB content strategy and work together to reach specific goals.
This way, you can plan accordingly, track the results and make fast changes as needed… saving time, money and effort.
Do you combine all of your BtoB content strategy, marketing and PR efforts for the best results?
If not, here are a few tips to help you get started…
1. Prepare a marketing plan.
Now, this does not need to be difficult or overly time-consuming. Basically, you need to decide what you are trying to sell, why, when, and where. Conduct research and discover what your customers want and how you can fulfill their needs.
Figure out why your products and services are unique and how you can surpass the competition. Then, write all of this information down in an overall, action plan.
2. Create an editorial calendar.
Once you know the details about what you are selling, create a schedule of the messaging that will go out over the next 12 months and the goals you have for each piece of content. This may include direct-sales verbiage, landing pages, news, information to build credibility, valuable articles people will want to share, data pertinent to holidays, events, industry activities, and more.
When you know what you want to say and when, decide how you are going to distribute this content. Will you write SEO blogs, send out newsletters, create videos, prepare white papers and eReports, post information via social-media sites, offer contests, announce press releases, or something else? Be creative, know what you want to accomplish, and plan your communications for the months ahead.
3. Put tracking mechanisms in place.
When you have your editorial calendar ready, figure out how you are going to track all of the content listed on it. Set up specific landing-pages with unique Website addresses, links that can be tracked via Google Analytics, discount codes, and more.
This is essential to see which content is most popular and the messaging that is actually causing people to buy your products and services. Without these tracking mechanisms in place, you can waste an enormous amount of resources on content that doesn’t help you reach your goals.
Now, ensure all of your messaging works together.
For example, if you pitch and distribute news via a press release, this messaging should also be included in your customer newsletter, social-media posts, blog, marketing e-mails, and other, relevant venues at the same time. This way, you reach your audience in numerous ways to maximize online awareness and site traffic.
And while this may seem like a lot of work, it’s essential to organize all of your content in an overall, BtoC or BtoB marketing strategy and plan ahead. Then, you will be able to distribute and track your messaging for the best results, save resources, and give your customers what they want!
What are you going to do today to combine your content strategy, marketing and PR efforts to grow your business?
For help with your BtoB content strategy, please contact Melanie Rembrandt at www.rembrandtwrites.com.
Author Melanie Rembrandt is the CEO of Rembrandt Communications where she and her team help businesses boost sales, awareness and credibility fast with SEO BtoB content strategy and public relations. For help and free information, visit www.rembrandtwrites.com.
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