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A diamond next to a laptop image.

How is B2B marketing successful as a master jeweler working with diamonds from the digital marketing variety?

Diamonds are forever, as the 1971 James Bond film and its title song rose to fame, and with the global power of the web’s archive, your B2B marketing efforts are also likely to last – so why not strive for them. make it truly memorable?

Much like diamonds, B2B marketing is a multi-faceted business.

Let’s explore five sustainable tactics that can help you achieve B2B content marketing clarity and create your own digital marketing diamonds.

1 – Achieve clarity in content marketing

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Bring diamond clarity to your B2B content marketing by identifying and focusing on the core of the primary goal of your effort.

Although it may be tempting to dig into peripheral elements of the subject at hand, refining the purpose of your content and providing a clear answer by providing it will make your marketing designs shine with a diamond-like sparkle.

Part of clarity in content marketing is knowing what your audience is hoping to learn from what you have available, and that kind of knowledge can come from multiple places.

One of the best sources for finding the basic topics your audience is looking for information on are tools and services that show the questions people are asking online.

Some of the question finding tools that B2B marketers can benefit from include:

  • Respond to the public
  • Basis of the story
  • SEMrush Thematic Search Competitive Search Tool
  • Ahrefs
  • Google Search Console
  • KeywordTool.io
  • BuzzSumo Question Analyzer

Here are other often untapped resources for finding out what your audience is looking for:

  • Ask directly with polls, surveys, focus groups and quizzes
  • Leverage search intent from voice search and chatbots
  • Online form queries, server log files, and email questions

You can read more about each of these tools and tactics in my « 10 smart question research tools for B2B marketers, ”And also dig into other relevant questions in the following helpful articles:

Clarity in B2B content marketing can help give your efforts a diamond rating, so take the time to research and fully understand what you are trying to achieve with any written, visual, or audio marketing effort.

“By refining the focus of your content and providing a clear answer in providing it, your marketing creations will shine with a diamond-like sparkle. – Lane R. Ellis @lanerellis Click to Tweet

2 – get a cut above with an engagement marathon

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In today’s B2B marketing world, it takes more than a little bit of commitment to get a cut above when it comes to creating the best digital content diamonds.

B2B marketing’s longer sales cycles mean you’ll need dedication and commitment to achieve the kind of long-term success that powers businesses outside of the B2C realm.

You don’t necessarily have to be Batman or Robin to create compelling and memorable B2B content, but you do need engagement.

B2B marketing is more like a marathon than a sprint, and I explored the similarities between marathon running and marketing in « 26.2 B2B Marathon Marketing Course, « as well as the importance of an appropriate pace when you’re in the game for long-term marketing, in »5 Gains B2B Marketers Gain From Precision Boost. « 

“The longer sales cycles in B2B marketing mean you’ll need dedication and commitment to achieve the kind of long-term success that powers businesses outside of B2C. – Lane R. Ellis @lanerellis Click to Tweet

3 – Finding hidden gems can sometimes be the key

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All that glitters isn’t gold, but what’s hidden just below the surface are often gems that can digitally spruce up your B2B marketing content, if you know where and when to look.

While no practical treasure map is offered, there are a number of tactics that B2B marketers can use to uncover the hidden gems that will set your content apart.

Doing your own research and investigation can often be the best way to go beyond what everyone else is doing, allowing you to go far beyond the same few tactics and techniques that are often repeated in perpetuity in guides. practices and lists.

Creating original B2B research that is both credible and impactful is the goal of our CEO Lee oddenis insightful « How to Optimize Original B2B Search Content for Credibility and Impact. « 

“Brands that co-create experiential content with relevant experts and influencers can build industry confidence, increase brand confidence, create a more effective digital customer experience and drive business growth. – Lee Odden @LeeOdden Click to Tweet

4 – make the harder stuff a smoother trip

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Diamonds are famous and inflexible, but that doesn’t mean the marketing journey you offer your audience can’t be enjoyable.

Some B2B industries may have notoriously friction-riddled barriers, and smart marketers will turn those challenges into opportunities.

By helping audiences navigate problematic hotspots smoothly, the best B2B content marketing delivers the kind of smooth navigation that competitors can’t easily match.

Facilitating the B2B customer journey is essential in 2021 and will most likely become even more critical in 2022, as increasing competition and an influx of B2C-like tactics mean you’ll have to serve diamonds and not just more disposable digital dust.

These resources offer new perspectives on the B2B audience’s journey and use storytelling to ease the way:

« Brands want to deal with people who demonstrate a high level of empathy. » – Miri Rodriguez @MiriRod # B2BMX Click to Tweet

5 – beware of impostors in the search for authenticity

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If it sounds too good to be true, it is wise to be cautious and take extra steps to make sure that the information and answers you provide are genuinely useful and contain the latest accurate information.

Authenticity in B2B Marketing is a topic close to our hearts at TopRank Marketing, and as such, we’ve developed several approaches marketers can take to make the most authentic and human connections.

A selection of some of our recent efforts highlighting the importance of authenticity in B2B marketing include:

“One of the benefits of working with influencers is that they have a different perspective on what’s going on in the world and what is happening in your business. « – Paul Dobson @svengelsk Click to Tweet

Diamonds in digital marketing last forever and a day

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We hope these five tips for achieving B2B content marketing clarity by getting a cut above with engagement, finding hidden gems, making a smoother audience journey, and watching out for imposters, will help you. to create your own digital marketing diamonds.

Creating award-winning digital experiences and storytelling takes a lot of time, resources and effort, which is why many of the world’s biggest B2B brands choose to partner with a leading B2B marketing agency. Contact us today and find out why, for over 20 years, brands from LinkedIn and 3M to Dell and Adobe have chosen to work with TopRank Marketing.

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