New Tools and Strategies to Power Up Your B2B Content Marketing ROI


Lead Magnet, Hero Asset, Content Deliverable… 

Different names, same purpose; and that is to steadily attract, educate, and acquire a niche audience for your business. 

The high-quality and customer-centric content that you’re consistently creating must be strategically distributed to drive profitable customer actions.

In #brighttailbuzz issue #3, we’re going to keep you updated on what’s new in the world of B2B content marketing.

Continue reading to know how you can get the most ROI from your content marketing through new tools and possible strategies. 

Google Is Bringing Strategic Content Planning to the Table

Strategic planning is how you can create valuable content that meets your customers’ informational needs. 

That’s why Google recently announced a helpful feature – Google Search Console Insights.

According to Google, “Search Console Insights is a new experience tailored for content creators and publishers and can help them understand how audiences discover their site’s content and what resonates with their audiences.”

The information shown is powered by search-engine-focused data from Search Console and user-focused data from Google Analytics. 

It helps content creators and marketers produce data-backed and highly relevant content. (source)

This new experience will allow you to, for example, explore how people discover your content across the web and your site’s top trending queries. 

With this information, you can then make data-backed decisions and optimize your marketing strategy to deliver a better content experience for the right audience. 

Note that this feature is still in closed beta and invitation to participate was sent to select groups of users with specific sites. But keep an eye out for when Google opens it to more users. 

Scribd and SlideShare Teamed Up for Better Content Distribution 

Content is King, Distribution is Queen.

Fortunately, Scribd and SlideShare have come together to provide greater content distribution avenues.

Come September 24, 2020, all SlideShare content will be shared to Scribd’s 80 million active users unless you’ve opted out. 

SlideShare is the world’s largest professional content-sharing community. Now with the extended audience pool, searchability and subscription capabilities from Scribd (a digital library leader), your content will be more likely to reach more prospects who’re interested in your business and solutions.  

Scribd’s search feature is far superior compared to SlideShare.

At the moment, there is not any plan for Scribd to overhaul the way SlideShare works. But should this change in the future, you may even take advantage of Scribd’s hosting capability and consider producing longer form and more interactive B2B content (e.g. books, podcasts). 

But remember that this depends on how SlideShare will be managed once it fully separates from LinkedIn. 

Scribd CEO Trip Adler said that while SlideShare has changed hands, he hopes that it will continue to be fully integrated with LinkedIn. 

Presently, you can still easily access SlideShare through your current login information. 

Digital Asset Management Is Crucial for More Content ROI

Quick question, how do you manage your existing digital content? Because this plays a part in how much ROI you’re getting from your content. 

The State of Digital Asset Management 2020 report recently published by Brandfolder and Demand Metric delves deep into this. 

The study found that 51% of marketers waste money producing or recreating assets that go unused because people don’t know they exist or can’t find them. What’s worse is that more than half of them even had to Google their own company logo! 

Not making the most of content and wasting resources are detrimental to content marketing and, ultimately, to overall business growth. 

A good way to circumvent this is through a digital asset management (DAM) platform. And no, the likes of Google Drive, Dropbox, and SharePoint don’t count as DAM tools. 

Here’s what you need to do before you consider switching to a DAM platform: 

Step 1: Audit Your Digital Asset Management Process

Understand your current content management process and the relevant stakeholders. Consider all users, not just marketers and creatives, who need access to your content. 

Step 2: Evaluate Your Digital Asset Management System

Solicit feedback from your team about the state of the current system. Also, list all the tools that your team uses to manage content and assess if it’s possible to integrate them.  

Step 3: Communicate the Need for Change

Getting buy-in from higher-ups is important to ensure that change happens company-wide. While you’re at it, highlight how a DAM tool can help you get more ROI for your content. 

Step 4: Review Vendor Solutions

Key considerations like usability, search functionality, analytics, and integration can help you choose the best DAM solution for your marketing needs.  

Step 5: Train Your Team

To encourage user adoption, provide (or get) adequate training from the vendor. Focus on the best practices when it comes to updating and sharing content within your company. 

Step 6: Measure Your Results

Find out if your newly implemented system works by monitoring important metrics like asset usage and its performance. 

Staying Updated with B2B Content Marketing 

Creating and marketing the right content for the right audience through the right channel can propel your business to greater heights. So, plan, distribute, and manage them strategically to get the most ROI. 

The Author

Thulazshini Tamilchelvan

Thula enjoys solving problems. Previously as the Content Marketer, she created content to help readers solve pain points. Now, she solves organizational drag and champions operational excellence.

Thulazshini Tamilchelvan