Tips From the Godfather for Turning Your B2B Content Marketing Into A Profit Center

October 24, 2016
Aaron Polmeer

By Ashley Zeckman

Unfortunately, marketing is often seen as a cost center within many B2B organizations. Whenever it comes time to cut budgets, you know that marketing is the first to take a hit. But what if there was a way to not only take a lead generation approach to content marketing, but also generate actual revenue in the process?

Last week at the MarketingProfs B2B Marketing Forum, Content Marketing Institute Founder Joe Pulizzi shared some insider tips and secrets for companies that want to leverage their content to generate revenue.

When the godfather of content marketing has a session that describes how to profit from content creation, it’s a must-see. Why? Who better to speak on the subject than someone who has built a content media company from the ground up, with enormous success?

B2B Can Learn From B2C

B2C brands have long been monetizing their content. In fact, Joe says that it seems like “Every month we are going to see a large B2C company come out and say “we’re a media company now.””

There is however one very important aspect for B2B marketers to keep in mind before heading down this path: If you don’t already have an audience, focus on that before trying to build a profit center around your content.

Understanding the Content Tilt

When preparing to create any piece of content, most savvy marketers will consider:

  • What pain point can I solve for my reader?
  • Where is our sweet spot in terms of knowledge/value?

But that’s where they stop. And if we’re being honest, chances are that if most companies did an audit of their content against their competitors, it would be hard to tell the difference between them.

The concept of the content tilt is taking your content planning and creation one step further to determine an area of little to no competition on the web where you can break through and tell a different story.

Start with Your Content Mission Statement

Most companies have a defined mission for their organization as a whole, but not for their content marketing programs. Defining your content mission is an incredibly useful exercise that can be referenced if you’re wondering if a particular piece of content aligns with your business goals.

At the core, a content mission is very simple. It should:

  1. Describe your core audience
  2. Explain what will be delivered
  3. Provide insight into what the audience will accomplish

Focus Efforts on Growing Your Subscribers

One of the key metrics marketers always have a pulse on is their network size. This number is usually a combination of social media networks, email lists, blog subscribers and more.

However, all of these networks are not created equal.

Recent research has found that less than 1% of a brand’s audience on Facebook actually see the messages that you publish. And that number will only continue to fluctuate because you don’t have control over the platform.

Email subscribers however are content marketing gold. Why? These consumers have given you one of the most coveted things in the business world, their email address.

In order to offer value to your subscribers, Joe said that there are two …read more

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