Bop Design Advises On Content Marketing For B2B Audiences

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San Diego marketing firm shares areas to gauge subject matter knowledge, tone and more.

Bop Design Blogging

Bop Design Blogging

Writing too rudimentary can limit potential customer’s interest in doing business with you, but writing too advanced may alienate your audience.

According to a study released by the Content Marketing Institute this year, 59 percent of B2B marketers find their company blog an effective marketing tactic. In addition, the use of blogging continues to increase, with an adoption rate of 77 percent in 2014.

Content marketing—specifically blogging—is an effective marketing strategy to raise awareness, brand your business and educate clients,” explains Jeremy Durant, business principal at Bop Design. “Yet when starting content marketing, it can be difficult to determine how ‘beginner’ or ‘advanced’ blog topics need to be. Writing too rudimentary can limit potential customer’s interest in doing business with you, but writing too advanced may alienate your audience.”

Durant outlines the following strategies to write for B2B audiences:

Client meetings
Client meetings can uncover a lot of marketing struggles, misinformation and confusion. Durant suggests taking note of frequently asked questions or complicated services that require multiple explanations. With this information, brainstorm how to best deliver the answers—is it a blog post, infographic, video or other content tactic?

Quick surveys
If a business has an engaged social media following, Twtpoll is a free tool to create quick one or multi-question surveys for your audience to answer. Durant recommends sticking to a maximum of two multiple-choice questions or one open ended question to avoid incompletions. “You can ask your audience general inquiries or specifics about their marketing plans—as long as you keep the questions and answers succinct.”

Follow new buzzwords
“Taking a new trend in your industry putting a brand’s spin on it is a great content marketing strategy. But how can you determine which direction to go? Or what if the buzzword is already exhausted?” asks Durant. He recommends Topsy’s social analytics tool to compare up to three keywords and evaluate tweet volume across a 30-day timeframe.

Sentiment analysis
Paid media monitoring tools such as Vocus, Meltwater and Cision come with qualitative data such as tone and sentiment. Evaluate a reporter’s tone by searching for articles that use keywords to write about. Another option is to read comments of popular articles and see if there are follow up questions. “Professional reporters are already in tune with what your audience understands and is interested in, so it can never hurt to follow their lead,” says Durant.

Bop Design is a San Diego marketing and web design agency with offices also in Orange County, CA and the New York metro area. Specializing in B2B, Bop Design creates holistic marketing plans geared toward lead generation and business development. Bop Design offers services in branding, logo design, website design and development, responsive web design, SEO, PPC, social media and content marketing.

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Jeremy Durant
Bop Design
+1 619-330-0730 Ext: 801
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