If you’re in B2B marketing, you’re no stranger to content. In fact, you probably spend a lot of time creating, curating, sharing, and promoting content. But what if you could make your content do more than that? What if you could empower your content to help you meet your goals? That’s where the B2B content experience comes in.
The B2B content experience is the next evolution of B2B marketing. Using a variety of channels and techniques, the B2B content experience helps you create, curate, and distribute high-quality content for the sole purpose of providing a better experience for your customers. It’s a strategy that requires a little more legwork and planning upfront, but the results will speak for themselves once you’re done.
What Exactly is a B2B Content Experience?
The B2B content experience is an evolving strategy focused on providing customers with the best possible experience. As more B2B teams start to move away from the one-size-fits-most approaches that have long been the norm, they’re finding that a more personal and dynamic marketing style works better.
In a nutshell, content experience is defined as the setting in which your content exists, how it is structured, and how it compels your audience to engage with your brand.
Instead of simply blasting out marketing content whenever you see fit, the B2B content experience is all about providing unique and personalized experiences for your customers. In short, this means providing them with the right content when they need it most by using the proper channels and techniques. It sounds easy, but it’s a complex strategy that requires some time and effort to get right.
Where more traditional B2B marketing focuses on groupings or audience subsets, such as “marketers” or “sales,” more brands are now focusing on each account as its own entity with several moving parts.
This new model of marketing goes by account-based marketing (ABM). This model allowed B2B companies to identify their specific target accounts and create highly personalized experiences specifically catered to their needs. As a result, ABM has become one of the most influential styles of B2B marketing. The B2B content experience builds on the power of ABM by taking things a step further by providing your customers with highly personalized content experiences.
This allows you to meet your customers where they are—and get them to take action by providing each person within the account with the content they need. It also allows you to customize the experience based on where the person is in the buying cycle.
For example, if you’re working with a sales rep, you might present them with a product demo that answers their questions and builds on the knowledge they already have. If they’re a bit further along in the buying cycle, you might choose to take a more educational approach, such as sending them an eBook. This way, you’ll be able to provide the most relevant content to the situation at hand.
5 Key Components of a Successful B2B Content Experience
When it comes to creating a successful B2B content experience, it all starts with the strategy. By mapping out your account’s journey and determining which content you’ll need, you can build a plan that answers your customers’ questions, builds trust, and provides them with whatever it is they need. This gives you the ability to craft various educational and persuasive strategies that allow you to move the needle and make an impact.
With that said, here are five key components you’ll want to consider when building a successful B2B content experience:
1. Regular Content Audits
The first step in creating a B2B content experience is to perform regular content audits. These audits are structured to help you identify which content you have, what content you need, and how it all needs to be improved.
You can perform these audits in several ways, including by asking the account manager or sales reps for feedback, which will help you identify gaps in your content library and uncover areas that need improvement.
You can also use various tools to help you identify top-performing content based on the most popular topics and find trends in the data. If you want even more information, you can set up a system that automatically flags underperforming content. This way, you can find areas that need improvement quickly and easily.
2. Consistent Content Creation
The second step in creating a successful B2B content experience is to invest in consistent content creation. This means that you’ll want to create a content calendar that outlines everything you’ll need to create for your target accounts, which will help you prioritize your efforts and ensure you have the right content to meet your account’s needs.
When you’re creating a B2B content experience, it’s important to remember that you’ll need to create a variety of different types of content, including blog posts, whitepapers, videos, webinars, and more. This is where you’ll want to identify the different channels you have within the account and figure out the types of content that work best for each.
3. Proper Content Management
You’ll also want to make sure you’re managing your content effectively. This way, you can make sure that your content is optimized correctly, which will help you make the most of your efforts and ensure that the right people are seeing your content.
You can also use this time to identify new ways to increase your conversions and build trust, which will help you build a stronger relationship and increase your credibility. This will allow you to build a base of content that can answer common questions and provide the answers people are looking for.
4. Content Distribution
The fourth step in creating a successful B2B content experience is distributing your content properly. This means that you’ll want to identify the best channels and methods to reach your target audience, which will help you tailor your efforts to fit their needs. This will allow you to deliver your content in a way that delivers the most significant impact.
5. Content Performance
Finally, you want to be sure that your content is performing well. This means investing in analytic tools that provide you with the data you need to measure the performance of your content and identify areas that can be improved. This will allow you to find new ways to increase your conversion rates and ensure that your content provides the highest impact.
Improve Your Customer’s Experiences with Hushly
Hushly is a platform that allows you to deliver a better experience to your customers. Using our platform, you can create an experience for each of your accounts beyond what other companies offer. This allows you to build a stronger relationship, which will enable you to create a better experience for your customers and build a stronger reputation within your industry.
Curious how Hushly can help you create the best account-based experiences for your audience? Contact us for your demo today!