Content Marketing for B2B
Think content marketing is just for consumer-facing brands? Think again!
Done right, B2B content marketing can be just as effective as the best consumer campaigns – but the approach needs to be a little different.
In this latest in our series on content marketing, we take a look at what B2B content marketing is, how it differs from B2C content marketing, and how your business can use it to drive traffic to your site, generate valuable leads and grow your sales.
What is B2B Content Marketing?
The Content Marketing Institute defines content marketing as:
“a strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly defined audience – and ultimately, to drive profitable customer action.”
This is the essence of B2B content marketing – it’s the form of marketing that focuses on the regular creation, curation and promotion of any form of content that’s designed to engage with potential B2B customers, with the ultimate aim of getting them to buy from you!
What sets B2B Content Marketing apart from B2C?
With B2B, the sales process works differently to the consumer market– with longer buying cycles, a more focused target market, and less emotional, personal buying triggers.
Business buyers are looking for efficiency and expertise, rather than entertainment, and building up relationships and trust is just as important as the quality of products or services.
B2B content marketing needs to reflect that in the nature of the content it produces. The ultimate goal here is to add value – businesses buy from other businesses for one of two reasons:
- To make more money
- To save money
However – one of the key reasons that B2B content marketing fails is that it is too straightforward, bland or overly promotional.
Content created for B2B campaigns needs to be interesting, and in reality, the best strategies share a lot of similarities with consumer campaigns. The goal isn’t to sell directly, it’s to build up a relationship over time, providing valuable, relevant and compelling content that is useful and interesting to the target audience.
Types of B2B Content Marketing
So what goes into a content marketing campaign?
Content marketing is a bit of a coverall term. B2B content marketing campaigns generally include the strategic creation, distribution or delivery of one or more of the following materials:
- In person events and experiences
- E-learning resources
Over time, this content helps to build an audience, raising the profile and reputation of your business, and compelling potential customers to engage with you further.
The Value of B2B Content Marketing
If you’re looking for a quick and easy way to generate sales, right now – content marketing probably isn’t going to deliver them for your business! You may be better looking at other forms of digital marketing, such as paid search advertising…
However, over time, creating high quality, useful, and engaging content – and sharing it with the right people is one of the most cost-effective, sustainable ways to grow your business.
B2B content marketing can help your business to:
- Build an audience
- Raise awareness about your service or products
- Position you as an industry expert
- Attract more web visitors
- Increase the number of inbound links to your site
- Improve search engine rankings
- Increase visitor conversion rates
- Drive sales
The big takeaway here is that content marketing rarely works as a one-off – you can’t expect a single blog post to transform the fortunes of your business.
Successful B2B content campaigns need to be backed up by strategy and purpose: regularly sending well-thought out, compelling content with clear messaging and a great story, to a defined target audience.
Content Marketing from Eyeweb
Are you struggling to generate business leads?
Want to create effective marketing materials that your customers actually want to receive?
Providing a full service, from strategy and concept creation, right through to project delivery and reporting, we will help you to engage with your target audience with creative, relevant content that delivers measurable results for your business.
For additional information about any aspect of B2B content marketing and how we can help you drive more business through digital marketing, book a free, no obligation consultation with our team today by calling 01482 628830, or by emailing firstname.lastname@example.org today.