You have an incredible product that blows your competition out of the water and a sales funnel that functions like a well-oiled machine, but if you aren’t getting as many leads from your marketing efforts as you’d like, it’s time to buckle down and focus on creating good content. 

In our video from the #B2BTalks series, we tackle what marketers can do to increase traffic, lead generation and brand awareness after they’ve exhausted their own carefully crafted B2B content.

Your best content comes from within

You look at your company’s daunting content needs, and you worry that content creation will send you into the red. Before that happens, consider the reality of the situation. Creating content can be basically free.

Look at the content sources your company already has available. Don’t discount anything as being too boring for your potential clients and customers. Especially if you work with SaaS, “the boring stuff” that R&D is compiling day and night is often the most interesting content you can offer.

For example, Udi Ledergor, formerly with Panaya, talks about how his company issues an SAP 2-page fact sheet several times a year. They use an analysis of all their customers’ user behavior, including charts and infographics of when they installed, how many things broke in their system, what they had to test, how long it took them to install. In just 4 hours they’ve created one of the best performing content pieces for $0.

Use your competitors to your advantage

The best converting content you can put out there that will bring qualified leads is often not the content that you’ve written about yourself. While PR can be very expensive, if you can get experts or opinion leaders to review your company or product, you will gain more quality leads than if you write about yourself on your own blog. People are much more influenced by objective reviews.

When you start a company, you have bigger competitors who have already solidified the reputation and the target audience. Saar Bitner, VP marketing of SiSense, likes to say, “You should always try to ride your competitors.” If you have popular competition, get someone to review you and write a comparison of your company to other solutions. People might be more interested in the competitor, but if your name is put side-by-side, then people will look at you. You want to be seen as the best alternative.

Repeat after me: Reduce, reuse, recycle.

We’ll leave you today with one last piece of advice. It’s not a good idea to create one piece of content and move on to the next. Kfir Pravda, CEO here at Pravda Media Group, touts the importance of repurposing. One piece of content can be reworked into many forms, such as:

  • Blog posts and Discussion topics
  • Posts on social media
  • Videos and Infographics
  • White papers and eBooks
  • Webinars and Google Hangouts

Maximize the possibilities for the source content that you worked so hard to create. You’ll make efficient use of available content and keep your customer base happy if you use several formats to deliver the information. You already have an eBook? Zoom in and create one or two in-depth infographics then write a blog post about each.

Learn more from our experts on how to generate content by watching #B2BTalks 2 Part 4, featuring Saar Bitner, VP marketing of SiSense; Udi Ledergor, former VP marketing of Panaya; Dori Harpaz, marketing manager at Incapsula, and Kfir Pravda, CEO of Pravda Media Group.

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