25 Questions I Ask About B2B Content Marketing

25 Questions I Ask About B2B Content Marketing

At Convince & Convert we do a lot of content marketing strategy work for B2B companies. 

 And while every client circumstance is different (which is what makes consulting an interesting endeavor), I’ve definitely found some common themes and typical areas for improvement.

Here are 25 of the questions I’ve been asking to B2B companies about content marketing. 

Maybe some of these will make you think about your own content marketing program and opportunities to expand, enhance, and optimize it. 

I sprinkled throughout some of the tools we often use and recommend. I’ll work on a full tools blog post for early next year.

These are listed alphabetically, but I’d love to know which of these are most interesting and relevant to you, so please vote up the ones you like best on this Listly → HERE → if you’re interested in voting: http://list.ly/list/WNU-25-questions-i-ask-about-b2b-content-marketing

  1. Do you use software to help select optimal topics for your blog? (we use InboundWriter and AtomicReach
  2. Are you willing to not just create content, but curate it as well, sharing worthy information even if it’s not yours?
  3. How do you get non-marketers involved? How do you unlock the knowledge of your subject matter experts?
  4. How are you atomizing your content and taking a big idea and making many smaller content executions from it?
  5. Are you maximizing the creation of real-time content (including photos and short videos) at events you host or attend?
  6. Do you have personas?
  7. Do you routinely interview your customers?
  8. How are you using marketing automation to communicate 1:1 with prospects?
  9. Do you test and optimize your landing pages? (we use Formstack)
  10. Do you capture and analyze queries that come in to your customer service team?
  11. What metrics do you use to measure content effectiveness, beyond consumption?
  12. How are you decentralizing content so your “best stuff” isn’t solely residing on your own URL?
  13. How can you get employees involved as social media advocates?
  14. What is your SlideShare strategy?
  15. Do you determine whether or not content is “gated” with a form based on funnel stage, rather than content type?
  16. Do you use social log-in to maximize form completion rates?
  17. Do you “market your marketing” and create promotional plans for major content initiatives?
  18. Have you considered creating a podcast to spotlight your best
  19. Are you using retargeting ads to put your next piece of great content on the radar of previous visitors to your site?
  20. Are you using platforms like Captora to accelerate and extend your search-friendly content repository?
  21. Are you using content hubs like Uberflip to build topical destinations containing content of multiple types and formats?
  22. Does your home page have a rotating carousel that says “we don’t really know what’s most important?”
  23. Do you use tools like Buzzsumo to investigate what content in your category is already successful?
  24. When you create great content, do you promote it to employees (especially sales) first?
  25. How are you creating more video, and optimizing it to be found?

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Paul Lewis

Enabling global sales teams to leverage the power of digital marketing and social media in order to build a pipeline and accelerate the sales process

8y

Jay - some great points here. Many jump out at me however the one that really caught my eye was #24. Employee advocacy is a strategy all organisations should be factoring in to their overall marketing and communications programs. Furthermore 'great content' is a valuable asset for employees (especially sales) to use when it comes to social selling and engaging with insights.

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Nadine Dietz

Co-founder and CEO at Virtuosi LEAP

8y

A great optimization checklist for all B2B companies to review when evaluating their content strategy - Thanks Jay!

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