Is your content not performing as well as you'd hoped? Simply creating content and releasing it doesn't guarantee success for your business.

Content needs to be engaging and properly defined before publishing so it aligns with your target audience to create a buyer's journey.In this episode, we are joined by our special guest, Ken Marshall, Chief Growth Officer at RevenueZen.Ken's agency has developed systems that turn your website from an afterthought, into a powerful tool that generates new sales inquiries for your business without you having to lift a finger.For the last 5 years, Ken and his team have honed their superpowers to create Google-approved SEO, nurture content marketing conversions, and develop effective LinkedIn strategies.RevenueZen looks at demand and lead generation from a holistic approach that involves tailoring strategies to the specific needs of your business. Driven by a desire for long-term and sustainable business growth for all clients.It's all about using your platform to create a buyer's journey that engages with potential clients.Through proper analysis and discovery, you too can create direct solutions that will efficiently address client pain points.B2B Marketing Tips That Work In 2022: Content, SEO, Social, and Authenticity

We'll discuss tips and strategies to help your business improve in the B2B space.What's on the agenda?

Evolution of B2B generation.Creating roadmaps for potential clients.B2B content strategies.Process of discovery to identify and create contentBuilding an engaging rapport with potential clients.

Evolution of B2B GenerationWhether it's a marketer in-house or an agency, a business should never think that their channel or anyone's channel is the right channel for them at that given time.

As technology developed and became more accessible to consumers and businesses alike, digital marketing changed too.

The B2B generation has evolved with this new idea of dark social and multiple touchpoints ad we are starting to give that the credit that it deserves when people have always made purchasing decisions that way.

The major shift is people are spending more time choosing their own journey with multiple touchpoints.Creating Roadmaps for Potential ClientsA roadmap is a communication document that outlines your product's direction, intention and problems you are interested in solving.

Here are some best practices when building your roadmap:

Define your audience as this will define the level of detailsUse a now, next, later column format to simplify the layout and make your roadmap easy to navigateIf you are managing a larger portfolio or a complex product, you might want to highlight product areasBe transparent about what your goals are and how you aim to get there, both through the outcomes and value you want to provide them with

B2 StrategiesPlanning a successful B2B marketing strategy takes time, but when done right, it will pay off immensely for your business.

Segment your market, then focus on a target segmentCreate an Ideal Customer Profile (ICP) for each market segmentPerform a competitor analysisTake your prospect's through the buyer's journeyIdentify channels and resources to use

Process of discovery to identify and create content.How do you tap into your audience's context to find the content you need to create?

Audience Research: The key to content discoveryUse Content Discovery ToolsCreate a strategyBrainstorm IdeasBe AuthenticKeep your audience in mind

Building an Engaging Rapport With Potential ClientsBuilding rapport involves finding common ground, establishing good communication, and building mutual respect.

Connect over something you have in commonShare the game planBe empathetic to the problems they are facingActively listen and respondRestate their problems in your own wordsBe genuine