The key to any effective marketing strategy is knowing who you are communicating with.
After all, no matter how brilliant a campaign or action is, it will only generate positive results if it has
an impact on those who have the profile and maturity to become your company’s clients.
You should also take all of this into account when the topic is B2B Content Marketing .
Therefore, to create interesting and engaging content for users, it will not help you to try to replicate
the same strategies used in B2C actions. Understanding the differences between these approaches is
essential to create more effective initiatives.
And since we want to help you get off to a good start, we’ve prepared a comprehensive guide with
the most important topics so you can produce content focusing on what really matters: making
sure your strategy impacts your ideal audience.
So, don’t miss this content because we will show you the most common mistakes and some successful
examples.
Keep reading!
What is B2B content marketing?
The first step, of course, is to understand shop the meaning of this concept. The ultimate goal of B2B
Content Marketing is to produce relevant content to persuade other companies to buy a product or
service.
The actions are therefore not directed at the consumer, but at decision-makers in other
companies .
For this reason, the approach must also be different from what is commonly used in B2C Content
Marketing, for example. In any business strategy, your planning is configured according to the profile
of your audience and, in this case, the communication must be completely different.
An individual is much more likely to be impacted by an emotional approach, however, this will not
work when trying to persuade a company, as it needs concrete data to get involved.
B2B Content Marketing seeks, through the production of relevant content, to strengthen the digital
presence of the brand in the market, facilitate the generation of leads and show the lead what your
company can do to help them.
There is a big difference between making decisions in a supermarket and hiring a service for the
company you work for. In this way, the communication of the content produced must also be different.
While consumers are looking for deals and entertainment, companies want efficiency
and to know in detail how you are going to solve their problems . Therefore, your entire
strategy should focus on the company you want to persuade.
How important is Content Marketing in the B2B environment?
According to a study by the Content business in the field of education – ideas and trends Marketing
Institute , 89% of marketing professionals working in B2B models already use the production of
relevant content in their communication strategies.
In a competitive market, it is necessary to produce content that sets you apart. Instead of simply
promoting your brand, products or services, you should focus on making your content help the reader
solve a problem and improve their performance.
You should also consider the possibility of making better use of your company’s resources.
For example, a 2018 Content Management & Strategy survey shows that one of the main benefits of
this strategy is being able to impact the right user at the right time so that you can close a
transaction.
Another crucial piece of information to justify the relevance of adopting B2B Content Marketing in
your company’s planning is the trust that decision-makers have in this type of material.
According to information from DemandGen , 47% of these consumers have more confidence in this
type of content when researching and purchasing.
When you make relevant materials about your sector available to the market, your company
gains visibility , value and becomes better known among consumers . This brand awareness work is
essential for your brand to be seen as an authority within your area of operation.
Furthermore, another challenge that can be overcome with B2B Content Marketing is that of
generating leads. As studies show, adopting this strategy will ensure that the most qualified users
reach you through the delivery of relevant content, making the work of your Sales team easier .
How to create a B2B Content Marketing strategy?
But in practice, what should you do to text services create an efficient B2B Content Marketing
strategy? We list the main factors that can make your communication initiatives have an even more
significant impact on your audience.
Keep reading and get inspired!
Know your ideal audience
The first step is to know your target audience : what does the audience you want to impact need to
know? What are their pain points, goals, and difficulties in their work routine? The ideal situation is
to be able to present in your content the solutions and benefits that your company offers and how this
can help solve the reader’s problems.
Remember that B2B communication should be a little different, leaving emotions aside and focusing
on the presentation of data and factors that prove the efficiency of the solutions your company offers.
Get ready for a long day
Unlike the consumer in the B2C model, your target in B2B Content Marketing is a professional
representing a company.
Therefore, it is essential to understand that the customer buying journey is much longer as there are
numerous steps that must be completed internally before a sale is closed.
After all, no one buys a product for the company they work for without further research and analysis.
Therefore, it is essential to be prepared to help the user at each stage of this purchasing journey and to
have the patience to eventually close a transaction, since nothing is decided from one moment to the next.
Publish content outside the domain
The difficulty at the beginning of B2B Content Marketing work is generating traffic to your pages . Therefore, publishing content outside of your domain is an efficient way to generate engagement and strengthen your brand awareness.
Little by little, more users will understand, know and be interested in the content you offer.
While sponsored links and SEO are great for attracting readers to your pages, getting started can be tricky. That’s why it can be beneficial to know that those working with the B2B model are used to using Medium or LinkedIn to see new posts .
Don’t forget about newsletters
Your audience is most likely people with a busy work routine, which means they won’t always have time to visit blogs or social networks to see new content.
Therefore, you should take advantage of an even more direct and important feature : newsletters .
Depending on your target audience, the content of a newsletter can be a little more informal. The important thing is to take advantage of the closer contact with the user to present your content and potentially become an essential source of information for the recipient.
Uses of visual content
Even though the main focus of Content Marketing is writing, it is necessary to know how to use other resources to improve the efficiency of your actions.
Use images, videos, graphics, and even screenshots to illustrate your texts and enrich the user’s reading experience.
Invest in Interactive Content
In addition to visual content, another way to make your posts more engaging is by investing in interactive content .
These are resources that will require reader participation, increasing their engagement and interest: customizable graphics , interactive calculators and, ultimately, everything that encourages more meaningful user interaction.
By using these resources, you increase the efficiency of your communication actions and strategies even more. To get an idea of the impact of interactive content, it can generate up to 4 or 5 times more views than passive content and increase the conversion rate by up to two times .
The good news is that there are several solutions on the market that make this job more convenient to do!
One of them is Ion Interactive , which offers responsive design templates for creating quizzes, assessments, interactive infographics , ebooks , calculators, and other useful resources that are great for attracting potential customers.