How to Create a Winning Retail Tech Content Marketing Strategy

In today’s highly competitive B2B industry, a perfectly defined content strategy is more essential than ever in order to set your brand apart from the competition. And the fact is, finding the right content that resonates with your target audience and supports your business goals isn’t as difficult as you think.

In the following post, we’ll dive into how to apply content marketing to the B2B retail industry, and how you can create a winning strategy that will generate a tangible return of investment.

Before we continue, we need to stress the fact that well-defined content marketing isn’t a strategy that only large-scale companies should employ for branding purposes. In today’s fast-moving world, content marketing is the liaison through which a business communicates with its audience. Like all marketing branches, content marketing has some basic rules that need to be followed. First, for the content to have an impact, it should to be relevant and provide value to your audience. To decide what type of content would be relevant, you will have to design an ideal customer profile, a template that defines the particularities, the lifestyle and the interest of your ideal customer. Based on this profile, you can start creating content that shows how your products or services could improve the life of your potential customers. It is important to remember that unlike other marketing strategies which start with the goal of generating a return on investment, content marketing starts with the goal of creating a brand-customer relationship which can later be transformed into revenue.

KNOW YOUR AUDIENCE

Creating a customer profile is the first step towards getting to know your audience. In time, you will gather more and more info on your potential customers, and you will be able to refine that initial buyer profile. To reach your ideal audience, you will have to learn what communication channels they prefer and what type of language they prefer. For example, the younger audience is more present on social media and they respond better to a friendlier, and less formal language, whereas older audiences can be reached better through blogs, digital magazines and other similar information channels that feature highly informative content, expressed in a professional manner.

ALLOCATE A BUDGET AND SET GOALS

In the online world, there’s no lack of lot of free advertising and content promotion opportunities which small businesses shouldn’t neglect. However, cost-free marketing solutions often imply more effort and discipline on your part. This means that if you choose to post content on your blog instead of paying to be featured in a known publication, you will have to post regularly and promote your content heavily on your own social media accounts. Regardless of the type of marketing that you choose, you will need to make a plan, allocate your budget and set your goals from the start. Things may not go according to your plan and you may have to adjust it along the way, but it is essential to be disciplined and start with a well-though initial plan.

To put it in numbers, 56% of companies and organizations intend to use their extra funds, previously allocated to marketing channels, to focus on content creation. It was the top area to see an increase in budget while about 35% intend to invest in hiring staff, paid content distribution and technology.

According to Content Marketing Institute’s 2018 B2B benchmark study, the most successful content marketers use an average of five platforms for distributing content. That’s an average, mind you. So for every marketer who sees killer engagement with organic posts on LinkedIn alone, there’s another who’s active on nine content distribution channels. Luckily today there’s a handful of paid content (also known as native ads) promotion services. A few of the most notable paid content distribution platforms include:

  • Outbrain
  • Tabooloa
  • Content Blvd
  • Contently
  • Revcontent
  • MGID

PROMOTE YOUR CONTENT CONSISTENTLY

Every time you post new content, or your brand/product/services are mentioned in online, you need to make sure to promote that piece of content through your social channels. Your first and most important promotion tools will be your own social media accounts. To increase the impact of your content, you can also post in targeted social media groups and use trending hashtags and descriptions. You should also try to find some relevant influencers that are willing to associate themselves with your brand and help you promote your content. The influencers don’t need to be actual celebrities. In fact, a survey conducted by Collective Bias showed that 30% of people prefer to buy products recommended by non-celebrity bloggers, and Facebook seems to be the most influential social media platform, as 19% of consumer purchase decisions are influenced by posts on Facebook.

GUIDE YOUR AUDIENCE THROUGH A PRODUCT DISCOVERY EXPERIENCE

Written content is great, but no matter how much of a wordsmith you are, you can’t survive just with written content, in a world driven by new technologies and experience. Countless studies performed in the last few years have already confirmed that video is the most effective type of content. Moreover, your content can integrate numerous interactive tools that deliver a more enjoyable shopping experience. For example, a makeup show can use a face-recognition tool to allow potential customers to try different types of makeups. Home improvement and furniture retailers can use 3d tools to show their customers how different renovation ideas would look in their homes.  

Most recently Instagram launched their brand promotion ads feature.  This new promotional feature makes it possible for brands to turn branded organic posts into ads. This new advertising format uses posts from other content creators that include branded content from the advertiser. These promoted posts increase the range of branded items on Instagram.

DON’T UNDERESTIMATE THE NEED OF INSTANT GRATIFICATION

The internet has made it very easy for people to find what they need as quickly as possible, which has led to increased customer expectations. Nowadays, most people expect to be presented with relevant shopping suggestions, they want to go through the shopping process as easy as possible and have the products delivered in a quick and convenient manner. As a retailer, you can see this as a challenge, or you can see it as an opportunity. If you use modern marketing tools that allow you to get to know your potential customers better, you can segment your audience, and create content for specific segments, thus increasing your chances of conversion. You can start by creating content based on age or location, and as you become a savvy content marketer, you can create content based on the specific needs and interests of each audience.

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