It’s a lot of work to produce high-quality B2B content. You have to come up with ideas, speak with thought leaders, stay up-to-date on trends, and then there’s actually writing the content. You can’t just crank out 500 words and expect it to get hundreds of views. You’ve got to take the time to personalize your content to your target audience.
Which brings me to my next point – do you know who your audience is? More importantly, do you know what they want?
British Inbound Marketing Agency Nativve has an excellent post outlining how B2B technology PR professionals can make sure that the content they’re producing gets seen by their target market.
If you don’t know who your audience actually is then you won’t know where your content needs to sit online.
Drawing up and building out a comprehensive list of personas based on your database records and employee feedback is a great start. If you want something more comprehensive and in almost real time, then social media is the research method you should adopt.
Social media research is essential for your content marketing strategy and for understanding your audience in the first place.
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