Content Marketing Tips for B2B Businesses – Backed By Industry Experts

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Content marketing in the B2B realm can be challenging. B2C brands have an advantage because they often have exciting stories to tell. In fact, this is why I think outdoor companies like REI or Patagonia are so good at creating content. But for B2B brands finding stories to tell can be more difficult. As a result, they often rely on stodgy old case studies or white papers and require their audience to submit information to gain access to the content because they are still focused on getting leads. There’s nothing wrong with this, it just has to be at the right point in the funnel. You can’t go straight to the registration page. First, you have to establish a reputation as a thought leader whose content is worth registering for. Content marketing is about providing value, the sales are secondary.

Hire a professional — Your marketing department may be filled with aspiring writers, but creating great content marketing requires you to have someone who understands what it means to create content that audiences want to consume. They need content first, sales second mentality, and not every marketer can shift out of that mindset. If you don’t have someone who can put the content first on your staff then it’s time to look outside of your organization.

Have a documented plan — All the research shows that the companies who are most successful at content marketing have a documented plan. If you’re just creating white papers and praying for people to find them, you don’t really have a plan. Not only do you need to know what the goal is and how each piece of content is serving that goal, but you need to have a distribution plan.

Plan for distribution — Too few companies put thought into how they will make sure their content finds an audience. And if you want to branch out beyond the few people coming to your company blog, you will likely have to put some budget behind your distribution. Think beyond social media, and reach out to companies in your space — perhaps professional development associations — to find out if they are interested in partnering with you to get your thought leadership content out to their audience. Sponsor a popular industry newsletter or participate in a related webinar. Publishing content isn’t enough. SEO and social media can’t do it all. You need a distribution plan!

Combine content marketing with other tactics — This is related to distribution, but if you’re a B2B company creating content that is freely available on the web — whether it’s a blog post or a video — it behooves you to also have a retargeting plan in place. Without a registration page to gather your leads, it only makes sense to retarget the users who come to your blog with ads for products, or even just more content that moves them further down the funnel.

Virtual Marketing Assistant – Equivity

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Equivity is looking for part-time marketing professionals with a broad range of digital marketing skills including expert proficiency with all things email marketing, from automation to drip campaigns to click funnels. The ideal candidate will have extensive experience with HubSpot and Active Campaign. In addition, the ideal candidate will be proficient in WordPress for website content updates and editing, and will show expertise in one or more other specialties within digital marketing such as organic social media posting, paid advertising on social media with Google Ads, Facebook Ads, and/or Instagram Ads, or copy writing with SEO.

We are looking for candidates with experience spearheading day-to-day digital marketing functions as a marketing coordinator or manager. The ideal candidate will also have experience running digital marketing campaigns for law firms or attorneys. If you are looking for a long-term role helping clients in a broad range of industries reach their marketing goals and are the sort of self-starter who can remain highly productive while working from home, we want to hear from you!

More about our company:

Equivity provides virtual marketing support to clients, including individuals and small businesses, law firms, entrepreneurs and consulting coaches looking for assistance expanding their marketing reach. Marketing VAs typically assist clients on an ongoing basis by setting up, maintaining and optimizing digital marketing campaigns. Examples of typical marketing tasks may include automated email marketing campaigns utilizing HubSpot or Active Campaign; updating websites within WordPress templates, running Facebook, Instagram and Google Ads PPC campaigns; creating blogs and revising website content according to SEO guidelines; and organic social media posting. As a virtual marketing assistant with Equivity, you will have the opportunity to work with a variety of clients to achieve their marketing goals.

As a virtual marketing assistant with Equivity, you will have the opportunity to build a portfolio of different clients, with whom you would work to achieve their marketing goals. Our virtual assistants work with a high degree of autonomy and are responsible for developing relationships with our clients. Because we provide extremely attentive service to our clients, you must be available to respond to client communications during business hours within one hour by email, phone, and text and be available to work on projects during the business day (between 9am – 6pm in your time zone). All of this work is done remotely, meaning that you can work from home.

The selected candidate would be hired as a part-time employee (W-2) of Equivity, not an independent contractor (1099). We are looking for somebody who has at least 20 hours per week of availability, and the starting pay is $20.00 per hour. We are a growing business and are looking for a digital marketer who is excited to partner with us and is interested in a long-term role with our company.

Qualities we are looking for:

Equivity is an Equal Opportunity Employer and prohibits discrimination and harassment of any kind. Equivity is committed to the principle of equal employment opportunity for all employees and to providing employees with a work environment free of discrimination and harassment. All employment decisions at Equivity are based on business needs, job requirements, and individual qualifications, without regard to race, color, religion, creed, national original, age, disability, sexual orientation, gender orientation, family or parental status, or any other status protected by the laws or regulations in the locations where we operate. Equivity will not tolerate discrimination or harassment based on any of these characteristics.