Struggling to generate leads for your B2B startup? There’s a proven way to improve your lead generation strategy, and it starts with content marketing. In this article, I’ll walk through actionable steps to use B2B content marketing effectively to attract and convert your ideal customers.
Want to learn lead-generation tactics that will improve your content and drive more leads? Schedule a Discovery Call to discuss your content marketing strategy.
Know Your Customer
A big mistake in B2B lead generation is creating content without a clear understanding of your target audience. You need to focus on who your customers are, what problems they face, and how your product can solve those problems. In B2B marketing, go beyond just demographics. Think about their roles, responsibilities, and specific needs.
The best way to understand your audience is through LinkedIn. Observe conversations, engage with your audience, and see what topics they care about. You can also use email marketing to test different messages and see what resonates.
How to Generate Content Ideas
Once you know your audience, the next B2B lead generation step is to generate content that grabs their attention. One way to do this is by using LinkedIn as a research tool. Follow industry influencers and see which posts are getting the most engagement. Look for patterns, and use these as inspiration for your content.
If an influencer’s average post gets 20 likes, but one suddenly jumps to 200, pay attention. Think about how you can create a similar topic but make it relevant to your audience.
Read More: Crafting an Effective Marketing Plan for Your Startup
Build a Content System
Creating content consistently is challenging. That’s why you need a content system. Here’s how to set up a simple one:
- Personas: Define your target audience and their needs.
- Platform: Start with a single platform, like LinkedIn, where your audience is active.
- Content Creation: Collect ideas (use a swipe file) and batch your content creation.
- Publishing: Use tools like Upwork to find virtual assistants who can help publish and optimize your content.
- Optimization: Track performance and refine your approach.
Using ChatGPT to Boost Your Content Production
If you’re just starting out and can’t afford help, AI tools like ChatGPT can save you time and effort. Here’s how you can use it for your content marketing strategy:
- Content Ideation: Use ChatGPT to brainstorm new topics or interview it for insights.
- First Drafts: Let ChatGPT create drafts based on video transcripts or outlines.
- Editing: Use it as an editor to refine and polish your content.
ChatGPT is like a 24/7 content assistant, helping you create faster and with more efficiency.
Creating Funnel-Specific Content
Not all content should aim for broad awareness. Instead, tailor your content to different stages of the buyer’s journey. You need specific content for:
- Awareness: General content about the problem your product solves.
- Consideration: Comparisons between your solution and competitors’ solutions.
- Decision: Content that highlights why your product is the best option.
Some of the best-performing content focuses on the “consideration” phase, where prospects actively compare solutions. Don’t just focus on top-of-funnel content—help buyers at the final stages make informed decisions.
Every Business Needs a Manifesto
Your startup needs a manifesto—something that states your mission, vision, and values. This document should be your North Star, guiding all your content and messaging. It helps differentiate you from competitors and builds a connection with your audience.
Think of your manifesto as your brand’s core message. It’s more than just what you do—it’s why you do it.
If you’re just getting started with B2B content marketing, focus on creating a few key pieces that address common questions and concerns of your target audience. As you grow, expand your content types and keep creating valuable content that drives leads to your business. These lead-generation tactics will get you headed in the right direction.
