Studies suggest that organized marketers report exponential success compared to their peers. Now, what does this tell us?
- B2B marketing success is never accidental but a result of strategic planning, continuous improvement, and outpacing your competition.
- Every interaction holds the potential to shape your brand's future, and your marketing strategy serves as the cornerstone of your business's growth.
Sprouts Marketing Playbook is designed to increase your efficiency and streamline all your marketing efforts. It offers practical frameworks and templates that not only help you stay organized but also lay the foundation for kickass marketing campaigns.
First up we have:
Competition analysis - the backbone of every marketing campaign
Understanding your competition is the most crucial step in a company’s marketing journey. By dissecting your competitors' strategies across their digital footprints, you can uncover the value points they spent months building in just a few hours. Here is the list of all potential digital POCs (Touchpoints/Points of Contacts) that you need to consider:
Wondering how a thorough competitor analysis (template attached) will help you?
Here is our answer!
- Identifying opportunities: Understanding your competitors' strategies provides you with valuable insights into what works and what doesn't in your industry
- Target audience insights: Examining your competitors' customer base and engagement can help you better understand your target audience's preferences and behaviors. Why reinvent the wheel when you can simply redesign?
- Benchmarking performance: Creating a benchmark is as important as building a strategy. It helps you set realistic goals and track your progress toward outperforming the industry veterans.
- Adaptability: Keeping an eye on what others in the industry are doing helps you stay agile. It allows you to quickly pivot your strategy and effectively respond to emerging trends or disruptions in your industry.
- Resource allocation: Why spend countless hours testing different strategies when you know what’s working for your competitors (e.g. advertising channels, content types)? This way, you can allocate your resources more efficiently and achieve a higher return on investment.
Needless to say, you need to find the perfect balance of marketing channels for your company but a thorough competition analysis is a great starting point.
"Content is king" - A timeless truth
Bill Gates proclaimed that “content is king” and this statement is as relevant today as it was in 1996 when he first said it. We believe there is no replacement for original content.
Content can be woven into multiple forms and presented to the target audience. Each and every form of content that you churn out is synonymous with a pillar on which you build your marketing campaigns. These content pillars contain fundamental topics or themes that anchor your entire marketing strategy. They serve as the backbone of your marketing efforts, providing direction, consistency, and a clear message to your target audience.
Given below are 2 key textual content pillars that you can focus on when you are starting out:
1. Blogs: Inform, engage, and educate
- Want to rank on Google?
- Want to increase website traffic consistently?
- Want to become a market leader or thought leader in your industry?
If the answer to any of the above questions is YES, you should have started work on writing impactful blogs yesterday!
Blogs are versatile tools that hook the reader (read: potential customer) and establish you as a thought leader with good quality content and engaging storytelling.
Blogs are the foundation of a good SEO strategy. However, writing blogs that drive high engagement is a separate ball game altogether and that’s what we are here to address. But before you download the secret to high-performing blogs, here are the 3 rules of the “Blog club” you can never miss.
Rule no. 1: A blog is not a sales pitch, it should always impart value to the reader
Rule no. 2: A blog should always be easy to read and understand
Rule no. 3: A non-search engine optimized blog is a cardinal sin
Here’s everything else you need to write blogs that perform:
Sample Blog OutlineDownload
Strategy & Guidelines for BlogsDownload
Writing Recommendations for BlogsDownload
2. White papers: Authority and in-depth expertise
Reports suggest that 91% of IT buyers found white papers as the second-most effective type of content in their buying process (second only to product literature). This ranks white papers higher than videos, webinars, and even social media posts!
If this wasn’t enough to convince you, here are 4 statements that definitely will! White papers can:
- Position your company as problem-solving & research oriented
- Attract leads with a significantly higher propensity to convert
- Keep your brand and offerings at the top of your audience’s mind
- They are one of Google’s favorite content types for ranking
They essentially serve as invaluable resources for decision-makers seeking in-depth insights, and solutions. You would rarely see B2B conversions happening based on mere social media posts or explainer videos. All they can do is pique your prospects’ interest and reel them in but the actual work starts after that, and this is where white papers come in. White papers are an excellent content type to promote via performance marketing as they are an indirect content-backed way of telling your prospects why they should choose you.
So, get started today!
Then comes the:
Content calendar: The roadmap to consistency
A content calendar isn't just a handy tool; it's the linchpin that holds your entire strategy together. By scheduling content in advance, you establish a dependable online presence. This consistency builds trust with your audience, reinforcing your brand's reliability and authority. It also helps you stay top-of-mind in a world where attention spans are fleeting, ensuring that your message isn't lost amidst the noise.
- Efficiency: A well-structured content calendar allows you to plan content in advance, ensuring that you have ample time for research, development, and quality assurance.
- Content variety:By planning content in advance, you can diversify your content types and formats. This keeps your content fresh and appealing to a wider audience with different preferences.
- Audience engagement:Regular content delivery keeps your audience engaged and informed. It encourages discussion, sharing, and feedback, fostering a sense of community around your brand.
- SEO benefits: Consistent publishing is favored by search engines, potentially boosting your SEO rankings.
- Measurement and optimization:With a content calendar in place, you can measure the performance of your content more effectively. This data allows for continuous improvement and optimization of your content strategy.
The comprehensive marketing checklist
At the heart of this playbook lies the 100-item marketing checklist, your ultimate tool for planning, executing, and refining your B2B marketing campaigns. It's not just a list of tasks; it's a strategic framework that covers every facet of the marketing journey. Take a structured, step-by-step approach, ensuring that no critical detail is missed along the way.