But according to a recent survey by Gleanster, B2B companies waste approximately $958 million each year on inefficient and ineffective content.
Publish content consistently
You can’t build a real-life relationship without communicating with your friend or loved one. The same is true with content marketing. Schaefer said that you will not increase loyalty that leads to sales, build the authority of your website, or increase your search ranking if you only publish once a year or even once a month. He recommends publishing on Facebook daily, Twitter three times a day, LinkedIn once a week, and on your blog at least weekly.
Think outside the blog
Everyone automatically thinks of a blog when they think of content. But there are many other ways to deliver content – infographics, video, podcasts, even apps. If you play up your company’s strengths and current resources, the content will be more authentic, higher quality, and less expensive to produce. “If you don’t have any great writers on staff, maybe you are more comfortable with video or podcasting,” said Schaefer.
Write about what your customers care about
Instead of spending hours brainstorming topics and still possibly missing the mark, talk with your sales and customer service representatives to create a list of potential content topics. They spend all day talking with customers and potential customers, so they know what your target audience cares about as well as their challenges.
Use what you have
If you are new to content marketing, you probably think you’re starting from scratch. But in reality, you’re not. Your company already has plenty of content that you can either revise for your audience or repurpose to another content form, such as customer interviews, employee speeches at conferences, case studies, and company history. Start with what you have and see how you can use this to create content that will be helpful and interesting to your audience.
Make it easy to share your content
The real results from content marketing happen when people share your content with others. Content that no one sees is pretty much wasted money. Schaefer said that the most important step is to create content that people want to share, but you should also make it as easy to share as possible by including social sharing buttons. HubSpot’s Ultimate Cheat Sheet for Creating Social Media Buttons gives templates and step-by-step instructions on creating buttons to get you started.