• Sun. Feb 28th, 2021

Hey everyone, Jason here, digital marketing
consultant and this B2B content marketing guide. You're going to learn the five foundational
principals of successful B2B content marketing, and hopefully ease your mind when it comes
to all of the overwhelm you're dealing with while you're trying to figure out this content
marketing thing. So a timestamp table of contents is in the
description along with two other videos that are going to be very helpful. As you put together your own content plan,
including a full walkthrough, how to put together a content sales funnel, as well as come up
with an evergreen content strategy. I'll be referencing those as we go through
these five principles. Now the very first principle is to throw logic
out the window.

Well kind of, right? When it comes to B to B sales, specifically
creating content for B to B, for some reason, a lot of marketers and business owners seem
to throw that conversational tone out the window and start using business talk is if
you're in a board room and you really don't want to do that at all, because at the end
of the day, you're still selling to people, just because this isn't B to C and this is
B2B doesn't mean you're selling to a completely different type of person. Emotions still play a huge role in the buying
decision making process.

So when you're coming up with your content,
no matter what type of content you're creating, you want to make sure that you're still using
not only a conversational tone, but you're also ensuring that you're not speaking as
if the other person is only using a hundred percent logic to make their decisions. At the end of the day, we would think that
other professionals and business owners are only thinking logically when they make purchasing
decisions for their business or company, but at the end of the day, we're all humans, emotions
play a part in almost everything that we do.

And that's true for your business customers
as well. So just make sure you keep a conversational
tone as if you're talking to someone at a coffee shop, not like you're making some negotiation
or pitch in a boardroom. Now the second principle of success, when
it comes to B2B content marketing is going to be problem centered.

And this means all of the content that you
create should be designed as a, how to posts, to help someone achieve a problem or solve
a problem that they're dealing with. Now, there are lots of other different types
of content that you can do, but when specifically, it comes to B2B and generating leads, how
to content tends to perform the best. And why? Because you're simply not only just talking
about how great you and your business are.

You're actually demonstrating that you can
be helpful and valuable before you start asking to do business with them or pitch your product
or service. Now I'll link up in the cards in the description
to a super deep dive video that will actually walk you through two other types of content
you can make as well. Whether you're doing a podcast, a video like
this one, or just doing blog posts, they will actually walk you through a strategic process
of not only choosing the right types of search phrases and keywords. So your content ranks, but also how to actually
make good, how to content. So link that up in the description. It will walk you through that entire process. But principle number two here in summary is
to just make sure that your posts are actually valuable and problem centered, because when
you focus on problems and solving problems for your ideal customer, you're demonstrating
your value and you're building rapport before you even start your sales process, it's a
much better position to be in, when you ultimately start asking for their contact information
to start your sales process, anecdotal information, just isn't going to cut it here.

When it comes to B2B content marketing. Now there is a lot of pushback I tend to get
when I bring up principle number two, and this is where principle number three comes
in, because in order for your content to actually be valuable and demonstrate your worth and
build that rapport and Goodwill that you need, it actually needs to solve a problem, which
means you can't hold any golden nuggets back. Now, I'm not saying you have to give away
the farm here. You don't have to share your proprietary processes. You don't have to share your own data or things
that you have put a lot of sweat equity into learning. That's not what I'm trying to say at all. We do a bunch of YouTube ads tutorials here,
and we don't share our personal campaign structures or our personal numbers, but we do make sure
that when we create those videos, we give the viewers everything they need to be successful
without straight up just saying, Hey, copy exactly what we've spent tens of thousands
of dollars figuring out, that being said, though, you should never go into creating
a piece of content with the assumption that, Hey, you know what? When we get to step number six or seven, I'm
just going to casually drop in here.

You can only do this step if you have our
service or our software, because then the entire piece of content is going to be seen
as disingenuous. Now it is okay to show examples of your product
or service throughout a how to guide. And you're still giving away the information,
but just a quick check, make sure that every piece of content that you create for your
B2B lead generation, someone who's going through it would actually be able to solve the problem
that you're helping them solve without having to purchase something from you.

If it doesn't pass that test, then it's not
going to be a good piece of content to use. And don't worry. There are plenty of people out there, who
would never buy from you anyway, your ideal customers, if you don't have an ideal customer,
I'll link up in the cards, in the description to a video that walks you through how to put
together an ideal customer avatar. But your ideal customer is not looking to
do everything themselves. There are tons of DIY people who just want
the answer so they can go try it themselves. Obviously, that's not your ideal customer. So you don't have to worry about creating
a piece of content and thinking, Oh, people won't do business with us anymore. That's definitely not how it works at all. Now the fourth principle of success, we're
going to go ahead and turn inwards, because you need to focus and that's going to be the
fourth principle here. Now, when I say focus, I mean focus on one
platform and one medium. Yes, there are tons of big businesses and
influencers that seem to post multiple times a day and they're posting everywhere, but
no one starts off like that.

Unless you're just sitting on a few thousand
dollars a month can throw at this and you already have a talented team. Great. You can try it. But for the other 99% of business owners and
sales managers, you need to focus on just one platform. So we're going to do a quick rundown, but
I'll link up below in the cards, in the description to a video that will help you choose your
mediums. But here are the three mediums you can choose
from.

The first one is of course going to be video. I think this is the most powerful, similar
to a video like this. And of course, it's going to be YouTube. Number two is going to be podcasts. So you're just doing a podcast, whether it's
just you talking, you and someone in your company, or you're doing interviews, if you
really want to get fancy. And then you're posting that to iTunes, Stitcher,
Google play, and any place else that you can like Spotify. And then finally, we're going to have the
good old proven, but true blog posts. And that's of course going to be on a WordPress
site that you own. Now I've listed these in order of importance. I think if you're just getting started with
your B2B content marketing, video is still tremendous opportunity just because a lot
of people don't want to get on camera. And for good reason, it's kind of awkward,
right? No one is really just wakes up one morning
and goes, you know what? I'd really like to make videos, right? But the good news is the equipment isn't going
to be something that's going to get on the way, especially if you have a phone as made
in the past two years.

So link up in the description and the cards
to a video that actually goes through how to do YouTube content marketing. If you're interested in learning more about
video. Now, the real reason you need to focus here
is because creating content is a lot harder than most of marketers and business owners
would lead you to believe. And so what you want to do is become really
good at one medium and one platform. And then when you have the budget, after you're
starting to get all those new leads and customers, you can start delegating the syndication and
repurposing of the content to other platforms. And this is a quick chart that you can take
a look at just to show you how easily any piece of content, whether it's a podcast,
a video or blog posts can be transformed into a different medium or syndicated across other
social media platforms. And the prices at the top are approximately
how much you could expect to pay per post for an expert to get this done for you.

Now, the final key to success, key to success. Number five here, when it comes to B2B content
marketing is of course going to be consistency, because content marketing is not an overnight
thing. Something I really like about paper, click
advertising with Google and Facebook is we throw a couple thousand dollars at it. And 24 to 48 hours later, we have our answer
and we either have some customers, or we have some campaigns to fix, content marketing,
not as fast, right? It's going to take three to six months to
start to see any sort of traction. And then six months to a year to actually
start seeing this being something as an actual revenue generating activity. It really does take that long in order to
be successful. This channel is a perfect example where took
almost two years before we consistently started getting leads from this YouTube channel with
videos like the YouTube ads tutorials that I talked about earlier, or our Google ads
or Facebook ads tutorials, but there is light at the end of the tunnel.

And it really does make a huge difference,
when you can have content like your videos, your blog posts, or your podcasts out there
working for you, day in and day out in an evergreen fashion, bringing in new leads and
customers, and of course, building Goodwill and rapport. And you're going to get much better leads
from people who've gone through your content than those who simply just saw an ad one time
and then enter their name and email on a landing page. There's a much longer warmup process with
that side versus what we're doing here with B2B content marketing. So hopefully that eases your mind a little
bit, especially number four, just focus on one platform. Don't try and be all over the place. If you got some value out of this video, go
and hit that like button subscribe for more marketing tutorials and tactics strategies,
just like the ones covered in this video. Make sure you check out those links in the
descriptions to putting together your content marketing funnel, a YouTube content guide. If you want to do video. And of course a full blown video on how to
actually make the B2B content to bring in those new customers.

So until the next, hit that like button subscribe
and keep building the business you love..