While marketing for businesses (B2C) can often focus on flashy branding and fun taglines, business-to-business (B2B) businesses require a completely different approach.
In B2B, brand trust and authority are key – and there is no better way to build them than through content marketing.
What is B2B content marketing? It is the creation and distribution of informative and valuable content, including white papers, videos, webinars and blog posts, that moves audiences down the sales funnel of a B2B business.
This is your guide to what B2B marketing is and the best practices for B2B content marketing.
Step 1: Set clear goals
Creating an effective B2B content marketing strategy can be costly and time consuming. Therefore, it is important to understand your goals before opening a Word document or getting the cameras to scroll to an informative video.
To get started, you need to determine the primary goal of your campaign and the way you measure your success. According to the Content Marketing Institute, most B2B companies cite the following goals: 1
Awareness – Create visibility through memorable content creation that gives a clear sense of your company’s value propositions. Successful awareness campaigns can be measured by impressions and clicks. Consideration – You can measure your audience’s engagement level by length of stay, captured email addresses, high CTRs or other KPIs of your choice. Conversion – New leads and conversions should ultimately result in new business partnerships and increased sales.
While it’s pretty easy to create brand awareness campaigns, consideration and conversion comes with high quality content that promotes trust.2
Keep your goals in mind when designing your content ideas
Step 2: Know your target audience
Once you have set your goals, you need to strategize on the best way to achieve them based on your target audience.
As a B2B business, you probably already have a list of potential leads and target industries. But the advanced tools that help B2C companies target potential customers based on demographic information and browser habits can also help your campaigns succeed.
In addition to demographic data, consider the following questions.
What does your target audience need and value?
It’s one thing to have a link to your recent white paper that appears in a Twitter feed for potential leads. It’s another for them to actually click on it, and yet another for them to read it.
To promote engagement, create content that captures the attention of your audience.
Understand customers ‘pain points – Your B2B business provides a solution to customers’ problems. Your content marketing can often serve an educational purpose and help them understand how and why your services provide relief. Use your knowledge base – Existing customers often come to you with queries and problems. If you see the same problem or question arise over and over again, it could be a good topic for a piece of content marketing or an entire training series. Analyze data – Keep track of the search queries that lead users to your site. Create content that specifically addresses these topics. Test Concepts – There’s nothing worse than creating a piece of content that simply does not get clicks. Use Twitter to test potential headlines and see which ones generate the most interest in terms of likes, comments and even link clicks.3
When creating this content, keep your goals ahead of the curve.
If your goal is attention, you may be able to provide a free webinar or blog post. If your goal is consideration, ask users to provide their email in return for access. If your goal is conversion, create clear CTAs throughout the content.
What professional services do you need to reach your audience?
You are a leader in your industry. You probably know exactly why you are the best company to solve your customers’ questions and increase their bottom lines. But that does not mean you have to write your own commercial scripts or branded assets.
If your content is flawed or is commonly old hard to look at, clients will run in the other direction. Successful content marketing is:
Well-planned and well-written – If you are creating a podcast or video, it is important to start with a clearly organized overview (even if you choose to ad-lib). Likewise, text on slides and in e-books must be concise, clear and error-free. If you are not ready for this level of copywriting, work with a copywriter. Visually Attractive – Consistent visual branding helps customers recognize your business across its various online homes. Likewise, purely graphic design conveys professionalism. Technically optimized – If the video on your landing page is not loaded, users will close the window within seconds. Likewise, if your online course is clumsy to navigate, no one will complete it. Ask back-end designers to review all technical specifications and ensure a smooth user experience.
Great content may require an investment in advance. With the right strategy and continued analysis, you will not regret it.
Step 3: Create high-impact content
When implementing a content marketing strategy, it is important to work on two fronts:
Create evergreen content that, as the name suggests, is always relevant to your company’s mission and services. A good form of evergreen content is a column page, a more than 3,000 word post that addresses one of your customers’ most cited pain points and your solution. A column page can also link to other posts and pages. Likewise, your YouTube channel can create a playlist with some of your most relevant videos. Introduce new content to take advantage of popular topics and draw new users into your content funnel.
In addition to these guiding principles, you need to choose the right format for your ongoing campaigns.
Experiment with new forms
Which of the following engages your target audience best?
Blog Posts IGTV Videos YouTube Tutorials Webinars White Papers Podcasts eBooks Customer Case Studies
If you have not experimented with all of these genres, it is impossible to answer the question.
Go outside your network
In addition to creating original content for your site and marketing channels, you need to consider other venues and forums.
Writing a guest post for a popular blog or business magazine can introduce you to a wider audience. This improves your credibility and you can show the results in your newsletter. Look for speech commitments that establish your superiors as thought leaders within your industry. These are also great opportunities to interact face to face with attendees of the event.
Step 4: Promote your content effectively
Whether you’ve uploaded a new video to Instagram or written an op-ed to a local newspaper, promoting content is just as important as creating content.
Get your content marketing material in front of most eyeballs using the following strategies.
Use your existing channels
Do not forget to announce the new publication in the following forums:
Your Newsletter LinkedIn The page “news” or “updates” on your site Your social media channels
And you are not limited to advertising the content on a single occasion.
Add a short line to a future newsletter: “If you missed it …” Take advantage of social media hashtags like #TBT to reintroduce an older post.
We’ve already discussed the importance of tracking search queries. In addition to the keywords and phrases that are already bringing users to your site, you need to research other potential topics that will expand your organic reach and capture new users at the top of your sales funnel.
If you have some marketing knowledge, you probably already know that search engine optimization (SEO) is the process of incorporating relevant keywords into your content in order to increase its ranking on the search engines.
It is important to use SEO principles to:
Blog Posts Landing Pages Your Google My Business Page YouTube LinkedIn
If you do not already have an SEO strategy for the channels where users discover your services and content, now is the time to develop one.
Use paid ads
SEO is not instantaneous. If your new blog post solves a red topic, you want potential customers to discover it now.
Paid advertising is a great way to target users based on demographic data and behavior. If you notice a search trend related to your industry and want to appear at the top of Google’s results now, create a Google AdWords bidding strategy that puts your content ahead of queries. Use past data to choose whether Google, Twitter, LinkedIn or another forum provides the best ROI.
You can also pay influencers within your industry to promote your content.
This can be a great way to expand your reach, and influencer plugs can also be reused in future advertising campaigns.
Include share buttons
Your existing network is valuable, but the best content inspires users to share on their own channels. Makes it easy to do with reloading and linking widgets.
Step 5: Adjust your access with data
Once you get started with content marketing, it feels like there is a whole world to explore. But over time, you will see clear patterns in user behavior according to your KPIs.
Maybe you have become a minor TikTok celebrity in your field. Or maybe white papers promote email sign-ups and lead to conversions.
Continue to invest in the content formats that best meet your stated goals Adjust your SEO approach based on data updating and continue to promote high content
Over time, you will develop a content marketing strategy that helps your business grow.
Formulate your content strategy with Marketing-Ideas
Ready to create your first piece of content?
With so many format options and so many potential KPIs to track, it can be hard to know where to start.
At our digital marketing agency, we are experts in content strategy. We help you design content tailored to a holistic marketing strategy while tracking your return on investment. Contact us today to learn more about how we can help you design and create content that drives B2B conversions that include LinkedIn B2B marketing and other business platforms like Alibaba.
Content Marketing Institute. 2020 B2B Content Marketing: What the Successful Do. https://contentmarketinginstitute.com/2019/10/success-differentiators-b2b-research/ Forbes. Why B2B Businesses Should Think About Content Marketing Beyond Lead Generation. https://www.forbes.com/sites/forbesagencyc Council / 2021/05/18 / why-b2b-companies-need-to-think-about-content-marketing-beyond-lead-generation /? sh = 8b2c58b2713f Sociale media Examiner. How to test blog posts with titles. https://www.socialmediaexaminer.com/use-twitter-to-test-blog-post-titles/