When you think about B2B marketing, sometimes you may forget that you are still engaging people who use search engines such as Google. These are the same people who use search engines to discover a given topic or news, locate the closest location of a particular store, check the score of various games, or get information.
It is crucial to understand that B2B buyers are looking for information on services or products online, just like other customers. Also, consider that less than 20 percent of all companies and businesses think of legacy relationships as a factor when they purchase services and products for their enterprise digitally. According to Content Marketing Institute‘s 2021 report, just 43% of successful B2B marketers have a documented content marketing strategy. B2B technology and software marketers have to ensure that the services and products of their brand are easily visible online. To achieve this, you need to focus on establishing a strong and robust content marketing strategy.
What Is B2B Content Marketing?
B2B content marketing is simply defined as the process of using content to expand the target audience of your audience, develop and strengthen brand affinity, and finally drive sales and leads by engaging other businesses. The major difference between B2B content marketing and other forms is that it is specifically for businesses. It doesn’t deal with consumer-facing content.
How is B2B Content Marketing Different from B2C Content Marketing?
B2B content needs to be completely useful above all else. Your primary target is to ensure that your readers can recognize the actionable elements of your content. Your target audience needs to identify what needs to be done as a business. It does not mean that you need to publish only relevant business-related content. Some 49% of companies outsource their content marketing because they don’t have the time, expertise, or resources to manage their strategy in-house. You can outsource your content marketing strategies and come up with a wide range of on-demand talent to help you produce your content. This means that you get curated content without having to worry about the technicalities that go into developing it.
You can put some odd interesting off-topic pieces now and then, but a B2B content marketing strategy demands that your brand be seen as a leading and renowned resource for professionals. Not only will it help in expanding your clientele, but it enables you to gain a monopoly in your industry. Of course, this does not mean that B2C content cannot be professional, useful, and to the point, but it is not the primary factor.
Benefits of B2B Content Marketing
Showcase Your Intricate Services or Products in a Digestible Manner
B2B content marketing lets you showcase your intricate services or products on your website. Most websites have very little content in their fundamental products and services. While the services and products pages are very necessary but they also need to be the starting point where the B2B content marketing strategy begins. Each product and service on your website is committed to the pages of your website, and the associated keywords add up to help clients seeing the bigger picture.
If you are thinking about expanding your business beyond just a services page or a sales-heavy product, you should start by researching what it is that your customers are exactly looking for. You need to understand your prospects and customers. To achieve this, you can create buyer personas, interviews, conduct keyword research that correlates web searches to your customers, and interact with your clients through social media.
Once you start understanding your target audience in and out, you can start by creating relevant whitepapers, videos, webinars, infographics, blog posts, among others. All the content you showcase needs to break down each benefit of your services and products in more significant and more targeted details.
You Can Target Particular Segments of Your Target Audience
When you opt for a B2B content marketing strategy to showcase your services and products, you need to understand what your buyers need. Their needs and requirements depend on their location, industry, and size of the organization. These factors will help you create a dynamic and versatile target audience profile. This means that your services will be better served with a B2B content marketing strategy that provides different offerings for a multitude of buyers.
Content marketing helps businesses in initiating a conversation with a plethora of clients on a granular level. Forrester reports that 92 percent of B2B purchases start with search, and B2B buyers are demanding personalized experiences. You can use a B2B content marketing strategy in creating collateral that helps your business in appealing to specific segments of your target audience. This will help you in showing your prospective clientele that your organization is familiar with the complexities of the business world and aims to create effective and practical solutions that are scalable and customizable.
Achieve Enhanced Search Engine Visibility for Numerous Keyword Targets
You can use B2B content marketing strategies to enhance the visibility of your business. Your products and services will most probably focus on a specific area. For example, let’s say that your company deals with marketing automation software mainly. This means that you will build your website around marketing automation. “Marketing automation” will be the core keyword of your website. In this case, this keyword provides you with a solid starting point. As you keep advancing your B2B content marketing strategy, it is essential to focus on creating content that can be consumed by customers. Your content needs to be engaging for your prospects who might be looking for a solution in your industry. By designing your content around the problems you are trying to solve, you can offer more specified solutions. This also provides you a great way to use different keywords and phrases that can help your customers in discovering your website.
You can also try a number of combinations that are related to the central topic of your website. For instance, if you search for keywords and popular phrases related to marketing automation, you will find “what is marketing automation.” You can also see that this phrase has nearly 1000 searches every month. This means that by incorporating this phrase on your website, you are adding content that answers this question. However, if you don’t add any relevant content on your website that deals with this question, you are essentially missing out on a lot of opportunities that can drive your brand awareness. This can also help in generating leads and boosting future sales.
Capture and Generate Useful and High-Quality Leads
The final goal of any organization is to generate revenue and to build profits. To be profitable, all your marketing efforts need to be directed towards engaging prospective clients. Your efforts and actions, such as B2B content marketing strategies, need to generate leads that can offer you real business opportunities. At the beginning of your B2B content marketing strategy, it is essential that you create different kinds of content. Some of these can be case studies, reports, blogs, etc., and determine what appeals to your target audience. Once you grab the attention of your audience, your content needs to engage with the readers and motivate them to take action. You will define what the end goal of your B2B content marketing strategy is. This end goal will determine what action you want your clients to take after engaging with your content. This action may be requesting a quote, call-to-action button, or to sign up on a contact form.
When you start by creating your assets, such as content, you will think about various ways in which you can “pull-in” leads. For instance, when you create free content marketing assets such as case studies, blogs, you can also think about placing some of the more extensive assets behind certain lead generation forms. Once you get this content, you can link it to various relevant sections across your website. You can also place these forms at the bottom of pages that are popular and get heavy traffic. This will enable your audience to quickly navigate to relevant sections and take action just after they have consumed some relevant content.
Once you start to understand what drives your most qualified leads, you can use this data to refine your B2B content marketing strategies. This will help you in finally coming up with a strategy that is very effective for your target audience and convert more and more prospective customers into paying clients.
B2B Content Marketing is an excellent way for businesses to generate valuable leads. By incorporating this into your existing marketing strategy, you can enhance the overall experience of your target audience. Ideally, you should start by defining the B2B content marketing strategy that you need for your business and develop relevant content to pitch your services and products. It would help if you also focused on incorporating popular keywords and other marketing techniques to enhance the visibility of your website. Once your marketing strategy is in place, you need to keep an eye on how each section of your website is performing, which sections are getting the most traffic, and keep refining your strategies as you go.