When it comes to marketing for your B2B company, Content Marketing is considered the art of expanding your audience, strengthening and developing brand affinity, and ultimately driving leads and sales by appealing to other businesses.
It is more of a way to make the job of your users easy, and in turn, help you grow your business. Whether you realize it or not, B2B marketers in every industry are now craving to create valuable content for their prospective and current customers. It is a win-win tactic for you and your customers.
In this article, we will try to cover all the aspects of B2B content marketing to help you understand what it is all about and how it can bring a world of success for your business. So, let us first understand what it is exactly.
What Is B2B Content Marketing?
B2B content marketing is nothing but marketing your B2B company products/services through the medium of content, may it be text, images, or videos.
It consists of a strategic marketing approach that focuses on creating and distributing consistent, relevant, and valuable content to attract and retain a clearly defined audience. However, the ultimate goal is to drive profitable customer actions.
Difference Between B2C and B2B Content Marketing
The core difference between B2C and B2B content marketing is the purchase journey and promotion channels, along with the intent of the audience.
B2C marketing usually works with a relatively fast and easy purchase-journey. The path between the customer, discovering businesses, and making a purchase.
Whereas, B2B content marketing is more likely to involve a lengthy and complicated purchase funnel that could take weeks, months, or longer, of nurturing a prospect through.
However, the fundamental essence of content marketing remains the same regardless of the audience: use great content to engage potential customers and use it to drive a strong ROI.
Why Do You Need Content Marketing For Your B2B Company?
Well, there are lots of reasons you should opt for content marketing for your B2B company. We have highlighted some of the most crucial ones below that one expects from their business and is getable with a proper strategy.
1) To Generate More Business Leads
B2B marketers who do blog marketing have seen 68% more business leads than the B2B marketers who do not. Blog marketing is effective. By consistently publishing unique and useful content on the digital channels, you can make your audiences find you more quickly and easily. You provide them value, and they will offer you more business.
2) To Retain Existing Customers And Get New Ones
As per Roper Public Affairs & Corporate Communications, 62% of consumers trust a company that offers more value to them by delivering relevant and customized content. By keeping the customers engaged and updated with your quality content, you gain their trust and let them share your business with others. It leads to customer retention and get new ones too.
3) To Improve Search Ranking And Awareness
We all know that search engine is all about new, unique, and quality content. The more fresh and useful content you deliver, the more it boosts your SEO efforts. May it be internal blogs or external articles, if you are providing great content to your audience, then you are giving yourself and your business a good chance of ranking high on search engines. Not to forget, the number of backlinks and internal links you get with this is no less than a piece of gold.
4) To Drive More And Relevant Website Traffic
Quality content with a link directing towards your website, whether from external blogs/articles or social media, will drive genuine web traffic to your business. If your audience liked the piece of content you posted, then they may also share it with others. It will also give you referral traffics on the web. Increased traffic means increased engagement, and that means increased revenue.
5) To Become The Industry Leader
People love those who share new knowledge. Charging your business by creating fresh and useful content at regular intervals will foster a culture of research and thought leadership. With content marketing, you stay up-to-date on trends and changes in your industry. It will also help you gain more knowledge about your business, and will help you develop more encouraging products/services for your audience. Probably, the only way which will help you become the industry leader.
6) To Save Your Valuable Time
70% of B2B marketers cite lack of time as a challenge in creating great content. However, content marketing saves your time in the long-run. How often does a potential client ask for a product/service demo, conference call, or businesses detailed information? By recording your product/service demo on a webinar and making it available on-demand, prospects can engage with your products and services on their own time. It allows your business to save more time and focus on things that matter in real-time.
7) To Get A World Of Customer Insights Data
Now, this is more valuable than anything. Yes, customer insights can get you loads of opportunities to improve your future strategies. The content you share on the website, blog, or social media will give you different responses from the audience. Some may only like, some may share it with others, some may suggest you something that you can work on, and some may directly do business with you. With this data, you can prepare yourself to offer more value to them and thus increase your leads and revenue.
How To Do B2B Content Marketing Right
When it comes to creating content, your goal should be to answer the most burning questions of your prospects, especially related to each journey stage of the buyers. Not only is this what they want to see when they come to your website, but it is also the same topics they will be searching for on Google.
1) Identify Your Business Goals and Target Audience
First things first, before you do anything for your business, make sure you know precisely what your business goals are and who is your targeted audience.
Business goals can be anything from more web traffic to, increase in leads, booking appointments, etc. It is anything that you think is more important to your business.
Once you have a clear goal of what you want to achieve from a business point of view, start with understanding from whom do you want to pull off this. The target audience is nothing but the ones who are willingly interested in buying your products/services.
Audience demographics can be age, gender, location, interest, etc. However, in B2B, the target audience is usually the stakeholders and decision-makers. Try creating content as per their interest and needs.
2) Create Buyer Personas
Once you know the goal and target audience for your business, create buyer personas. Buyer personas are the core of your content marketing. They are semi-fictional representations of your ideal customers based on data and research. They will help you understand what your audience likes and need from your business. May it be from a design point of view or costing, they are the best ones from you can take suggestions. They will also help you understand how do you know which message will appeal to your target market needs, where to reach your audience to build awareness and drive them to your website, or how to talk to your audience on social media?
3) Research On Keywords And Customers Pain Points
Now we come to the stage where you need to understand the perception of your target audience. Figure out the terms (keywords) they are using to find your business products/services. Do thorough keyword research and list out all the keywords that you think are relevant to your business. For example, if you run a cloth manufacturing business and looking for wholesalers and retailers, then your keyword will not be like Online Shirts, Buy Pants Online, Clothing Company Online. Instead, it will more be like a Cloth Manufacturing Company, Cloth Manufacturer, etc.
Understand where your audience is struggling to find you. It may be due to the wrong keywords that you use on the website or if they are looking for your business in a particular location. If that is the case, target GEO locations as well with the keywords.
4) Do A Thorough Competitors Analysis
Competitors analysis is a strategy where you identify major competitors and research their products, sales, and marketing strategies. By doing this, you create sharp business strategies that improve upon your competitors. It can inspire and guide your content and SEO strategy too. When you research competitor sites, you learn what is working for them and what may work for you. Analyze their top web pages and the keywords associated with those pages, then examine your content to see if there are any gaps you could fill to create new sources of organic traffic.
5) Create Engaging and Multi-layered Content
Engaging content is not about how it affects your business; it is all about what it means to your target audience and how much value it provides to them. Engaging with users means to stop them on their course and draw them in by being informative and entertaining. It should be relevant to the reader and immediately grab their attention with a compelling headline. This type of content reaches the reader at an emotional level, triggering conscious and unconscious reactions.
One of the best ways to create engaging content is by using the multi-layer technique. It is nothing but a combination of both visual and text-based content (text, images, videos).
6) Promote Your B2B Content Via Paid Ads
In today’s online environment, paid content promotion is crucial for any business. Relying solely on organic reach is a potentially disastrous mistake that your business cannot afford. Want to get your content discovered by the right audience at a scale that will help further your business purpose? Amplify its power by incorporating paid promotion into your content marketing strategy. Paid ads are useful for social media as well as on google search. The best platforms for paid content marketing for your B2B company is Google, Twitter, and LinkedIn.
Channels To Target Your Content Marketing
Only if you choose your marketing channels wisely, your business is going to succeed. There are plenty of options for companies to market their content. Below we have listed some of the most useful mediums where you can see your content flourishing.
Blogging is the best way to share your content and increase your website’s visibility with search engines and the audience. It enables you to engage with the audience, stakeholders, and influencers.
2) Social Media
Social media is all about fresh and unique content. The speed and reach of social media platforms like Twitter, LinkedIn, and Facebook create an almost real-time conversation with your followers.
3) Case Study
Demonstrating how your products/services have helped users with their problems is a great idea. It is one of the most persuasive tactics you can use to define your specialty.
One of the oldest and reliable media is email. Create enticing and useful content and email it to your existing and new clients for better results. You can use promotional offers, tips, and tricks here too.
A permission-based email that is rich with useful, educational content is a great way to stay in touch with customers and nurture prospects. Keep them informed about your updates and special promos.
6) White Papers
White papers are generally 8-12 pages influential, reliable presentation of comprehensive information on a particular topic that provides a solution. The core point here is not to sell but to convey them authentic information.
eBooks give you the ability to showcase your authority on a subject at a greater level of depth than a blog post allows. Use it to earn more traffic, generate more leads, and drive more revenue for your business.
9) Videos Infographics
Video infographic is a visual representation of data and knowledge. Viewers are more likely to make an emotional connection to the message and are more likely to respond to it. Also, it can easily get shared by the audiences.
10) External Articles
Submitting your articles on the best informational sites has long been an effective means of establishing thought leadership and raising awareness. The audience is more likely to consume and engage with the content because they recognize the publishing brands’ goal as an information provider, not as a seller of products or services.
Webinars keep viewers engaged for longer. It is an incredibly important factor in our fast media, social content world. Use it as an excellent call-to-action or follow-up to other content.
Podcasting offers a clear and concise way for marketers and brands to communicate their value proposition to a captive audience. It is one of the best ways to tell the story of your brand and ethics.
How to Develop New B2B Content Ideas Consistently
The future of marketing is all about content. But, not everybody is creative. Below are some content marketing ideas you can use to create valuable content on your website, blog, or social media.
- Conduct interviews with industry experts and leaders.
- Be honest and review the products/services of your industry.
- Tell personal stories about your success and achievements.
- Ask your audience about their opinion on suggestions.
- Follow trends and see what you can come up with something interesting.
- Show demonstration of your products/services with your customers.
- Share behind the scenes of developing your products and running the business.
- List out the benefits the users can get by using your products/services.
- Share what to avoid and what to not when using your products/services.
- Predict future trends and publicize your upcoming promotions.
- Survey with your audience and share the results with them.
There is a lot you can do with content marketing to boost your brand awareness and increase revenue. Bookmark the blog and start implementing the tips to see great results. It may seem hard at the start but believe us that it will bring a world of success to you.
If you do find it a bit difficult to implement all by yourself, hire the experts from AMH Web Studio, and we will take the best care of it.