Companies are becoming more aware of the significance of changing their b2b content marketing strategies as we adjust to the new normal. And one such change we are likely to see is the growing importance of establishing brand authority, especially in the crowded digital space.
What is the difference between brand authority and brand positioning? In short, brand positioning distinguishes you from the competition, but brand authority elevates you above the competition. With brand authority, you are perceived as a trustworthy and dependable entity. And your brand becomes the go-to expert in your industry.
Building brand authority can be a powerful digital content marketing strategy when so many businesses are struggling to stand out, especially as everyone is forced into limited platforms, new consumer habits & hesitations, and lingering public concerns.
When you are seen as the brand authority of your industry, it becomes easier to make sales, keep them consistent and face less resistance. People then tend to think that this brand understands precisely what they need in their life and in their business, thus, making it easier for them to want to work with you.
What is the Primary Distinction Between Content Marketing and Traditional Marketing?
Blog posts, website articles, email newsletters, podcasts, infographics, webinars, videos, white papers, e-books, and other digital documents are all used in b2b content marketing and other digital content marketing strategies.
On the other hand, traditional marketing reaches its target audience through banner ads, radio and television commercials, brochures, flyers, signs, billboards, and direct mail ads.
As the forms and platforms differ, content marketing and traditional marketing also differ in the audience they target.
Why Is B2B Content Marketing the Pathway to Building Your Brand Authority?
B2B content marketing ideas are in trend, especially for small and medium enterprises to establish themselves in their niche industry. Businesses in today’s world are digital, and their methods of operation and marketing have shifted dramatically. Creating brand awareness and generating quality leads is always tricky for businesses, and this is where b2b content marketing ideas can help.
Content marketing enhances your company’s reputation while also facilitating sales growth. A well-optimized piece of content has the power to draw your audience to your website. Later, converting them into leads will bring you revenue.
Using this digital content marketing strategy, you can experiment with different types of content, such as blogs, video content, webinars, and other elements. But everyone else in content marketing does it. As a result, the competition is severe, and it is not easy to stand out from the crowd.
When it comes to transitioning from a small business to a household name in your industry, brand authority may be the single most crucial factor. This is especially true if you are competing for an e-commerce market share (and, of course, attention share).
A good content strategy (and execution) is frequently the difference between brands with weak and strong brand authority. Whether you hire a content writing company or do it in-house, you will only be recognized as an authority source if your content serves your customers.
How do you keep your active customers interested and also attract new customer acquisition at the same time? To keep your content distinct and unique, keep a repository of creative and out-of-the-box ideas.
Do you wish to know how to create and increase your brand’s authority in the current digital scenario? Look no further than these ten strategies for helping your brand stand out from the crowd.
B2B Content Marketing Ideas to Help Increase Your Brand Authority
As a content marketing and content writing company, we have compiled a list of b2b content marketing ideas to get you started and thriving on your content marketing journey!
Convert Blogs into Tweets and Slides
Repurposing content is one content marketing idea that can totally uplift your digital content marketing strategy. Suppose you already have popular blogs on your website. In that case, you can use them to extract a few insights and repurpose them as smaller posts for posting on Twitter, Facebook, or any other social media platform. You can even start finding creative topics that can later be divided into smaller insightful posts to be posted on various social media platforms. Always ensure that you post these words with infographics, as they are sure to get you more reach and shares.
These posts will help you increase user engagement and followers on your social media page. Furthermore, the posts will benefit you by redirecting a random targeted audience member from the social media platform to your website.
Produce Training Videos
Google prioritizes articles with videos over those without videos. So, instead of a regular video in which you discuss your product niche, try making an instructional video.
According to the statistics, 83% of users enjoy watching videos for knowledge or instruction. For example, you can have a video that explains a concept, a step-by-step demo, or how-to videos. You can also categorize videos such as training, product demos, process, explainer videos, and presentations in your blogs.
Make Use of Relevant Hashtags
A hashtag tells the search engine and its users that it is related to a particular topic or category. Your content is listed under the hashtag you specified. When your content is relevant to the query the user is searching for, it becomes more visible.
Hashtags are one way to quickly reach out to potential customers. On social media platforms, you can use various kinds of hashtags, such as location-based, promotional, and even brand hashtags.
Convert Short-Form Blogs to Long-Form Blogs
Having content that Google picks up on is critical when looking for a good digital content marketing strategy. When you ask an expert in the field, such as a content writing company, they will tell you that long-form content generates higher search rankings, is more engaging, and is easier to share, and rightly so.
Longer content has also been shown to dominate page one of search rankings. Instead of starting a new article from scratch, you can combine two older blogs on a similar subject and merge them into one long-form blog content.
How Much More Help Do Long-Form Blogs Provide as Compared to Short-Form Blogs?
When the content is of high quality, it strikes a chord with the user because they are much more likely to have found the information they were looking for. And additionally, if the information is helpful and credible, they will return to your website for more information and are more likely to engage with your company’s website and other social media platforms.
Podcasts
Podcasts are ten-minute audio files that you can listen to on a daily or weekly basis. It enables you to clearly communicate with your audience. You can discuss a topic, conduct an interview with an expert, or even share a tip with your target audience.
You can host the audio files on iTunes or post them on your blogs for your audience to listen to or download.
Convert to Micro-Content
Repurposing is an incredible way of optimizing one type of content and reusing it in a different way. However, while repurposing, you should either change the format of the content or the target audience.
You can edit your blog posts to include micro-content like short texts, videos, or images. This allows the viewers to consume it in 10-30 seconds or less, benefit from it, and share it on various social media platforms. This also increases the chances of your target audience engaging more with your brand on various social media platforms.
Create a PDF from a Blog Post
Another excellent idea for your b2b content marketing is to include a PDF version of your blog in your post. It will be useful to those in the target audience who choose to print it. Rather than bookmarking your page, your target audience can now download and read it whenever they want. They can also share it with someone who might benefit from your blog post content.
The PDF will also serve as a lead magnet for your company. When you present something of worth to your target audience in exchange for their email address, you are using a lead magnet. You can also mail PDF versions of the relevant blog posts to your existing users and customers.
Interviews with Industry Professionals
Interviewing a proficient professional in the industry is another excellent b2b content marketing idea that you should try. Having an expert speak about your niche increases the credibility of your company. Through such meetings and interviews, you are generating content that is highly capable of providing valuable information and compelling stories that your target audience seeks.
When an expert speaks, the audience gets an accurate picture, and a sneak peek of the industry and is influenced by it. In addition, such interviews assist you in demonstrating the E-A-T (Expertise, Authority, and Trustworthiness) principles that Google values highly.
The expert interview can also be used to create a variety of other forms of content, including listicles, in-depth long-form content, how-to articles, beginner guides, and even tutorials.
Invite Guest Bloggers to Contribute to Your Blog
You can sometimes relieve yourself of the burden of finding new & creative content ideas and generating them into something useful by inviting guest bloggers to your website. Apart from writing new blog posts for you, the guest writers will also promote their published blogs (on your website) on social media, increasing the visibility of their content and your website and driving traffic to your website. It is basically free advertising, and you might as well grab it with both hands!
You can give each guest poster at least one link to their website. To rank your page high, Google recognizes a single backlink from an authoritative blog. Post this activity; your content can now be more easily found and indexed by search engines.
Make Use of LinkedIn
LinkedIn is a well-known professional social media platform that brings professionals together to share and collaborate on their qualifications and expertise. Not just that, LinkedIn is also a great social media platform to help you increase brand awareness and grow your business through lead generation.
LinkedIn users primarily connect with others on the platform to make business connections. Their attitude toward the content shared on the platform is that they seek it to refresh their skills and compare their progress. This will help a content creator, and a content writing company understand how to leverage content that these business professionals find useful.
As we just mentioned above, you can easily turn any of your blogs into a podcast. It is a novel idea to market your content while establishing brand authority in your niche.
To add to this, you can also create and upload videos to your YouTube channel about podcast topics to instill interest among your subscribers, users, and your target audience.
Build Your Brand Authority with One Digital Land
We hope that this article will help you generate b2b content marketing ideas that suit your website and help you build your brand authority. There is no set rule here; use your creativity and imagination to bring the content alive. Social media, nowadays, allows you to market your content in a unique way. It enables you to promote your brand, build business relationships, and provide an engagement platform for your customers or followers. Most importantly, it is a primary driver of increased website traffic. To accomplish this mission, you must provide innovative content that will capture the attention of your audience.
If you need further help or need to achieve visible results, you can talk to our experts at One Digital Land. Let’s build your brand authority together!
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