The UK economy isn’t in the best shape, and the built environment sector Ayo Abbas and I both work in has its own challenges.
Added to this technology, content tools and channels are evolving – there is a lot to keep tabs on.
So, what should you focus on with your B2B content marketing?
In the January B2B Comms Breakdown LinkedIn event, Ayo and I discussed whether it’s time for a comms rethink, how to keep prospects warm in a tough market and how to get the best value.
Here is the edited summary from that discussion, and if you want to watch the video replay, including questions from those watching live, scroll down.
Is 2024 the year for a comms rethink?
Ayo Abbas: There is so much more competition on the platforms we use, like LinkedIn. There’s also a shift towards pay-to-play. So we need to up our game.
Are we doing the same things we’ve always done, and is it still working? What opportunities are out there? Is there something else you could be doing with your content marketing?
In a challenging market, you need to focus on what’s working now and what could be working. Keep something aside to trial and test and learn.
Stacey Meadwell: It is time to rationalise and streamline and ask those difficult questions about what you are doing and why, and if it’s delivering.
Budgets are tight, so what can you let go to free up space for other things?
Your audience has a lot more choice now of what, how, and where to consume your content. You need to be in the space where your audience is. For example, if you are targeting a younger audience, they may not be on the usual B2B channels.
And if you have really limited resources and time, one thing you can do is review all the content you’ve already got and see what you can repurpose and update.
Push that out to multiple channels.
Ayo: We get so busy creating new content that we’re not making the most of what we already have. For example, you could create some new social graphics around an existing piece of content.
Stacey: You can change existing content into different formats. For example, a report or a longer article could be summarised into a slide deck/carousel for LinkedIn.
Only 5% of the market is in a position to buy at any one time; how do you keep 95% of your prospects warm in a tough market?
Stacey: Are you talking to your existing and past customers regularly – and not just salesy stuff?
Are you using your content channels effectively to stay visible and, therefore, front of mind?
For example, do you have a newsletter, and are you sending that out regularly? Are you using your thought leader content effectively to showcase specific areas of expertise. Is your content helpful to your audience?
Are you talking about the trends before everyone else to show that you have your finger on the pulse? Raising awareness of what is coming down the line?
Yes, you want to build your network but don’t neglect those people who are already engaged in some way.
Ayo: It’s about keeping the 95% who aren’t ready to buy warm. Ads aren’t as effective as they once were, and content – thought leadership – can be a more cost-effective way to get value from your marketing.
In a podcast interview I was listening to, the CMO for PwC said most of their campaigns are for their existing audience and how to get more of their spend, because it’s easier to sell to someone who already knows your company.
And where we are in the market now, people can’t afford to get things wrong. They need to feel confident that you can do the job and deliver.
This means sharing content that builds confidence, such as case studies and testimonials. And setting out what it’s like working with you.
It’s about reassuring your customer.
Stacey: Nurturing existing contacts can be as simple as engaging on platforms like LinkedIn. Making sure you are accessible and approachable by responding to comments, that sort of thing.
Ayo: If you’ve posted something and think it would be helpful for a specific client/contact, send it to them. It’s those simple things that can get overlooked.
Stacey: Personalisation is powerful.
How do you get the best value from comms and demonstrate that value?
Ayo: It’s about benchmarking, setting your starting point and where you want to be after taking action.
It could be something simple like checking your SSI score on LinkedIn and improving that. Or make a note of your connections and followers and check how they are growing.
Whatever activity you undertake, note the key metrics and then review them. It’s easy to forget how much progress you’ve made.
And don’t just focus on the numbers, look at the qualitative results. For example, did someone mention that post you wrote when you were at an event?
Are those likes and comments translating into conversations in the DMs and meetings?
Stacey: DMs and conversations are much easier to initiate if you’ve already made a connection, maybe by chatting in the comments on a post.
And there are deeper layers of stats that you can monitor.
For example, on LinkedIn, you can see who is looking at your profile and your posts. You can see the job titles and industry sectors. It means you can monitor if your content is reaching the right audience.
Check out the video below for the full conversation and audience questions, which included one about the most effective types of posts on LinkedIn.
Ayo and I go live again on 15 Feb and will be discussing the hidden and underused content creation features on LinkedIn. For more details, click here.
Recent posts you might have missed:
- Writing for conversation: A different approach to LinkedIn content
- It’s no joke: The power of using clear and simple language in business
- How to leverage value from trade shows and conferences with B2B content
- Audience and content reach: Does size matter?
- Make it an event: Delivering successful round tables
