Content marketing is hard. Enterprise content marketing is even more challenging. But 73% of B2B marketers use content marketing to generate leads and revenue.
With the right approach and strategy, you can also hone your enterprise content strategy to work for you.
And this must sound a bit challenging, especially when you have a lot on your plate managing your team, marketing efforts, and their performance.
That’s why we have this post to help you. Here we discuss everything you must learn about enterprise content strategy to help you take full advantage of the same and grow your business.
What is enterprise content marketing?
Enterprise content marketing is a practice where large organizations and enterprises generate, publish, and distribute relevant and value-adding content to their audiences.
The consistent delivery of content aims to attract and retain their target audience, eventually creating profitable relationships with the audience.
At the core, enterprise content marketing aims to build loyal relationships with target audiences by offering them top-notch content that answers their questions and meets their informational needs.
Regardless of the size of your business, you need to approach enterprise content strategy with the help of a team that includes content strategists, marketers, writers, and editors.
What are the most famous content types for enterprise content marketing?
The most critical aspect of any enterprise content strategy is the content itself. You must carefully choose the type of content you want to leverage to make your marketing efforts worthwhile.
Focusing on all types of content leads the strategy to lose focus on what it wants to achieve.
At the same time, the audience must be the priority when choosing the type of content that you want to include in your strategy. Someone might prefer infographics, while somebody else is a fan of video content. And there are people who love to read blogs.
When you have diverse content types to publish, you are essentially taking care of everyone, talking to your audience how they want to be talked to.
Here are a few vital content types you need to focus on when creating your enterprise content marketing strategy:
One of the most used content types is blogs, and they are suitable at all stages of the sales funnel. Businesses use blogs to create awareness, bring in sales, and serve customers after the sales.
Using blogs, you can quickly educate your audience, help them resolve their problems, and cater to their informational needs.
Another interesting quality of blogs is that you can integrate other types of content, like Infographics, images, videos, etc., into your blogs.
For example, look at our blog section, offering incredible value to its potential clients:
Whitepapers are the best for B2B SaaS companies, as they can use them to discuss complex subjects in depth. Subject matter experts and business decision-makers rely on whitepapers to gain industry insights and knowledge.
Therefore, it would be an impressive means for businesses to publish whitepapers as formidable resources. Further, whitepapers are written based on original research and information from reliable sources, which makes them extremely useful for their intended audience.
With the help of whitepapers, your brand can underline its value and show its expertise in your niche, helping it attract high-intent prospects and build long-term relationships.
Everyone loves to read success stories. It is inspirational and aspirational and makes you do the same. Prospects need to know how a service provider can help them. Case studies are the best form of content to show this.
Your case studies show the pain points of your clients and how you helped them client resolve them using your expertise and knowledge.
Case studies usually have a problem part, a solution part, and a result part where the business is doing better. This helps potential clients understand your approach to clients and how you can help them.
For example, we regularly publish case studies on its website. You may read them here to understand how they help our prospects.
Thought leadership is the best way to establish yourself as an authority in your niche. And the best way to do that is to publish ebooks on diverse topics, industry trends, and concepts in your industry.
While this may not bring you immense traffic or immediate returns, it can gradually establish itself as a true expert in your industry as it offers value to its audience.
Ebooks help you show your expertise in the field through insightful analyses and unique perspectives that others might not be able to offer.
However, creating an ebook needs to be a strategic and well-defined process. If the ebook hits the zeitgeist, it can bring you loads of leads.
Guides and how-to posts
For businesses that offer complex services and products, in-depth guides are necessary. In addition to helping establish authority and brand value, these guides help you bolster your online presence.
For example, if you are a software services provider, publishing how-to articles and guides can be a great way to help your audience take full advantage of your solution.
One of the best examples in the market for this is WordPress:
It has an extensive resources section with how-to guides to help its customers.
In 2023, the podcasting business is expected to exceed 160 million globally. Hence, companies cannot overlook this channel when developing an inclusive enterprise content management strategy.
There are ample podcasts that add value and share insights with their audience. Some of the podcasts worth listening to for B2B businesses are:
- The Product Marketing Show - targeted at product marketers.
- The Science of Social Media - targeted at social media marketers.
- Ethics in Marketing - helping marketers use humanity in marketing.
- The Revenue Marketing Report - suitable for B2B marketers.
Adding podcasts into the content marketing strategy is an excellent way for businesses to leverage the expanding podcast audience. With entertaining presentations, hosting industry leaders, and making the sessions fun, podcasting can help your brand grow.
Podcasts are also value-adding for businesses since the audiences pay more attention to podcast ads than ads in other media.
Another popular type of content is infographics, and readers love it. Businesses often have ideas and concepts that are hard to explain in a blog post.
So, what do they do?
They use infographics to break it down and make it easier for the audience to understand.
You must add video content to your business's overall enterprise content marketing strategy because it is easy to share, and your audience will love them.
That’s why 91% of brands use video as a marketing tool.
Using videos, you can:
- Share your brand story, mission, and vision.
- Educate the audience on how you can help them.
- Explain concepts and ideas in your niche.
Thanks to the popularity of short-form video platforms, short videos are all the craze now. With the right video content strategy, you can attract, serve, and sustain long—term customers using short and long videos.
Another important type of content you can use is email marketing. Many businesses leverage the potential of email marketing to acquire high-quality leads with impressive ROIs.
One of the biggest challenges of email marketing is list-building, which can take time.
Once you have the email list, you can regularly interact with them to bring traffic to your website and other social media platforms.
Email marketing can help you retain your existing customers by offering personalized offers and discounts via email. With the right email marketing strategy, you can leverage email marketing for great results.
Here is an example of Xiaomi using email marketing to effect.
Top content marketing strategies for enterprise businesses like yours
Content marketing is now one of the most effective strategies many brands use to bring website traffic. You can do that too. However, you must approach content marketing strategically to drive the desired results.
Here are the top 10 enterprise content marketing strategies you can use to expand your bottom line:
#1: Create a content plan reasonable for your business and audience
Like everything else, have a plan when you strategize your enterprise content marketing. A content plan helps you understand what you are up against in a month, a quarter, or a year. We suggest having an outline for the quarter is the best option with a definite plan for the month.
While developing the plan, consider your business, the target audience, and the trends to deliver content that adds value to your readers and your business.
This strategy prepares you for the month ahead while focusing on the long term. If the plan doesn’t work, you can alter it accordingly because you have left room for it.
The plan usually includes the content calendar, where you publish content, how frequently you assess the content’s performance, etc. A sense of direction is imperative to creating and publishing content across multiple platforms.
#2: Invest in content designed to solve your audience’s problems
When developing your content strategy, never think that it is to grow your business right away. That’s your long-term goal. The immediate goal is to connect with the audience and solve their problems.
Creating strong relationships with businesses takes time. You need to nurture them.
Your content is the foundation upon which you can build these relationships. Approaching your audience with the intent of pushing your sales agenda right from the beginning can backfire.
Hence, when creating content, focus on developing value for the audience and solving their pain points.
Once you have nurtured the relationship and taken the audience down the funnel, you can focus on serving content with transactional intent.
#3: Leverage social media platforms for content distribution and promotion.
While planning and developing content is crucial, having a strategy to distribute and promote the content is as essential. Even the best-written content that your potential audience will only reach a few eyeballs if no one promotes it.
Therefore, having a distribution and promotional strategy when delving into content marketing is imperative for content reach.
Social media platforms are a great way to distribute the content you publish. Some businesses use paid content distribution services to push their content as much as possible.
An interesting thing about content distribution is that getting traction early is tricky. Once you find an audience online, the momentum will naturally build, and you will no longer have to depend on paid platforms.
#4: Build an email marketing list and use email marketing
Email marketing is one of the most used methods to generate leads and retain customers for B2B companies. With higher ROIs, businesses must prioritize email marketing to leverage their content for revenue and growth.
Most businesses have weekly or bi-weekly newsletters that they send out to their email list. The benefits of this strategy are twofold.
For one, it keeps your audience engaged with new insights and information about your industry and adds value. For another, you can use it to promote products and offer special discounts.
Another way to leverage your email list is to send exclusive content not published anywhere else on your site. Such promotional efforts will surely make the audience feel special.
#5: Integrate SEO best practices into your content plan
Your SEO and content marketing need to go hand-in-hand. Therefore, always adopt SEO best practices in your enterprise content marketing strategy. It helps you make optimum use of the content in every way possible.
With accessibility and voice search becoming more prominent, creating content meeting these requirements will add value to your content and brand.
A few of the things you can do to prepare your content for the changing search behaviors are:
- Optimizing your content for mobile searches
- Optimizing the site load speed
- Delivering clean navigations
- Using structured data
- Having an SSL certificate on your site
- Creating immersive user experience across platforms
#6: Develop content targeted at social media
Although all types of content can be promoted on social media, developing content specifically for social media platforms can be highly beneficial. B2B companies can use LinkedIn, Twitter, YouTube, etc., effectively.
Not only can these platforms help establish business authority and improve brand image, but they can also find high-quality leads.
Having a thorough and constant online presence is essential for all businesses. Social is the perfect place to do that for all businesses.
Alternatively, businesses can use platforms like Facebook, Instagram, Pinterest, etc., depending on the type of business and audience.
#7: Focus on quality and not quantity
Many businesses believe publishing as much content as possible is the best strategy to increase traffic. However, industry leaders believe that quality always trumps quantity of content.
According to Semrush, improving the quality of content published is one of the best strategies to attract the right eyeballs.
Getting the right content will increase site visitors, clicks, and conversions. With many businesses, including your competitors churning out content, you must stand out. And quality content that adds value separates you from all the noise.
And that will help your brand find its foot in the market and resonate well with the audience, leading to long-term relationships.
#8: Collaborate with industry thought leaders
Networking can always do wonders for businesses. If you are a business offering social media management services, you can network with brands offering different services in the same niche, such as graphic designing or video editing.
When you network with leaders in your industry, it helps your brand get exposure and recognition too. You can use their network, audience, and insights to create content that feels unique.
Creating co-branded content and social media collaborations are a few of the best ways to do this. Hosting Twitter chats and podcasts and creating video collabs are extremely useful for businesses to gain traction and the audience’s attention quickly.
#09: Repurpose and re-optimize non-performing content
Many businesses think that content marketing is all about creating new content all the time. Well, not always.
Of course, creating original and unique content is the backbone of any content marketing strategy. However, you can also repurpose and re-optimize your existing content to strengthen it.
Repurposing the existing content helps your business because you already know how it performs, and making little changes can make it perform better.
#10: Measure your content marketing efforts regularly
All your content marketing efforts don’t make sense to your brand if you don’t track and analyze them. If you don’t know how your content performs, what’s the point in making them?
You must understand where your strategies are performing well and where they are not. The insights you generate from measuring the success of your content are crucial to optimize it further.
Measuring the content will help you understand the content gap in your strategy. Based on the performance metrics, you can make the required changes and modifications to the strategy. Over a period, you will be able to craft the perfect content marketing strategy.
Without measuring content’s performance, all the efforts in creating and promoting content go into a black hole with no idea at all if they worked—says Neil Patel, one of the leading figures in the field of SEO and content marketing.
Pitfalls to Avoid when Creating your Enterprise Content Marketing Strategy
While creating an enterprise content marketing strategy is crucial for businesses, it is equally important to avoid some of the common pitfalls.
When creating the strategy, looking out for and addressing these issues helps you improve it.
Here are 6 crucial mistakes or pitfalls to avoid when designing your enterprise content marketing strategy:
Not having a dedicated content team/agency
Most businesses make the mistake of doing their SEO in-house. While that’s fine, if you are in a competitive industry, hiring an established and experienced SEO agency to help you makes sense.
You would often need all the resources and insights that an agency offers. With your in-house team, this may not always be the case. This is where hiring an agency is the best thing you can do to bring in traffic and sales.
Such agencies can immensely help you, as their core offering is search engine optimization. This makes them the best people to optimize your website and content.
Hence, you must hire an SEO agency to strategize your content and SEO efforts.
Failing to use SEO effectively
Publishing content without a concrete SEO strategy is like driving a car without wheels. It does not go anywhere. Your content performs better than intended when optimized with the right keywords, meta tags, and images.
Or, your content sits there, not bringing in any traffic.
That’s the worst thing to happen to the content since you have put a lot of effort into creating the content.
The only way to avoid this potential loss is to use SEO effectively. No matter what you publish and the content's intent, you must optimize it. Hence, create an SEO strategy with your enterprise content marketing strategy.
To be more effective in your business context, developing an enterprise SEO strategy would make more sense.
Tracking irrelevant/vanity metrics.
Knowing how your content performs across multiple platforms and channels is crucial to adjust your campaigns and content marketing. However, what you measure is as important.
Many businesses make the mistake of measuring vanity metrics that don’t bring in any traffic or value to the website.
For example, if your landing page has a lot of impressions but does not convert, then talking about the traffic is not enough. Even if your traffic is low, but your conversion is high, that’s a better situation.
Also, tracking the right metrics is helpful in measuring the performance of your content. Hence, it makes sense to establish KPIs early in your strategy and measure the same as your campaigns moving forward.
Inadequate keyword research.
Every piece of content you develop is targeted for keywords. The keywords help you understand the intent of the search—whether it is informational or transactional.
When you conduct adequate keyword research and understand what searchers want from the search, developing content that matches the search intent becomes easy.
And when searchers love your content, search engines notice it and reward you. However, poor keyword research can jeopardize your whole content operation. You create the wrong content, you have no traffic, and the traffic you generate might not convert.
Hence, you must have a keyword research strategy along with an enterprise content marketing strategy.
Failing to optimize content for mobile
A report from Hitwise states that nearly 60% of all internet search queries happen on mobile devices. This shows how important it is for businesses to optimize their content for mobile devices.
Whether you publish long-form content or a how-to guide, it must be optimized for mobile devices. With the number of people using smartphones to conduct internet searches on the rise, businesses have a deep goldmine to dig into.
If you are not optimising your content for mobile, the chances are high that you are missing out on immense opportunities that your competitors are capitalizing on.
Hence, mobile optimisation must be a priority when you develop an enterprise content marketing strategy.
Not knowing your audience
Failing to profile your audience is the biggest mistake that businesses make when they try to create a content marketing strategy. Every piece of content you will create needs to resonate with the audience and help them solve their problems.
For example, if you sell email marketing software, your content must target marketers struggling with email marketing. The content strategy must revolve around creating posts that help these marketers improve the effectiveness of their email campaigns.
Therefore, they will come to you when they want to buy an email marketing solution or switch from an existing platform because your content has been helping them.
You could not have made this happen without knowing your audience and their problems while developing your SaaS content marketing strategy.
How can TripleDart help you with your enterprise content marketing strategy?
Creating an enterprise content marketing strategy is a challenging prospect. You need the expertise, experience, and industry insight to make the strategy work for you. As a SaaS business, you may not have the best resources or infrastructure to create the best content marketing strategy that can help you grow.
But TripleDart, being a top B2B content marketing agency, can help you. Our specialty is creating enterprise content marketing strategies for businesses based on their goals and target audience.
Here are a few reasons that make TripleDart the perfect enterprise content marketing agency you can rely on to get quantifiable results:
At TripleDart, we create brand-specific content marketing strategies to ensure it performs well. From the beginning, we consider the industry, target group, and competition to make the content and SaaS SEO strategy benefit our clients like you.
Team of experts
We have a dedicated team of expert content marketing professionals. They have worked with leading brands and bring in invaluable experience to make the content marketing efforts worth the client’s while.
Profound industry insights
We also bring exceptional industry insights. Having worked with various businesses, we know what works and what does not. As a result, we create the best enterprise content marketing strategy based on these insights.
We offer a wide range of services our clients can choose from. As we ensure inclusive services, our clients don’t have to look for related services elsewhere.
Everything we do at TripleDart as an enterprise SEO agency is focused on bringing higher returns on investments for our clients. We analyze the performance of the services and work hard to deliver the results that you want.
Would you like to know why 70+ leading brands like PayU, Atlan, and Fincent rely on our content marketing strategies and be a leader in your industry too?
Book an intro call to learn how we can tailor our services to help your brand grow.