B2B content marketing is a B2B-oriented marketing strategy that aims to design, create and distribute relevant, coherent and relevant content for your buyer personas. We talk about strategy because the content is created to meet a specific objective, such as lead generation or the generation of qualified traffic to the site.
Let’s say that the definitions of content marketing and B2B content marketing are quite similar, on the other hand, content production is a topic that straddles the 2 worlds. So, how does content production for B2B differ?
What is B2B Content Marketing
B2B Content Marketing is basically an activity of planning, studying, producing and distributing content whose final objective is usually the sale. In B2B we are talking about a complex sale, in which there are 2 companies, different interlocutors and, generally, we are talking about fairly important contracts.
In order to talk about “strategy”, we say that a content must be built with an objective in mind. If we find ourselves making videos just for the sake of making them, we are talking about content production, not content marketing.
As mentioned, content marketing in B2B and B2C do not differ substantially in the individual activities, but in the way in which these are put into practice. Let me explain better.
B2C communication has the
Undoubted advantage that it usually speaks to an easier audience: easier to track down because it is larger, easier to find because we know the areas in which it lives, easier to convince because it decides alone (worst case scenario, they decide as a family).
In B2B the issue is a little different. There is only one purchasing office for the entire company and it is difficult for anyone to move without their approval. On the other hand, the purchasing office does not decide autonomously but is solicited by the various department managers, another complication. Furthermore, could it be that we know the names of the people who we know will take part in the purchasing decision but do we have a relationship with each of them? Difficult. It must be built.
So, the underlying logic is the same. The objectives we move with will probably be different. In B2C I want to make my brand known, build a relationship of trust that will remain impersonal most of the time. It is the authority and reputation of the brand that speak for me and my products.
In B2B I want to build a personal
Relationship, in which the brand counts but people are more important. The contents will therefore have to be adapted accordingly to this macro objective.
Do you have to be an expert in B2B to do content marketing?
This is a good question. The answer is both a “no” and a “yes”. What does it mean? We have several clients who unequivocally operate in a B2B sector whose blogs or contents have been managed as if they were consumer-oriented. Is this wrong? It depends on the objectives but I would generally say yes.
well-known source for contact lists is from phone number databases. This is probably the best platform for developing business plans. We have gained reputation because we provide top notch services to our proactive clients. Customer satisfaction is our first priority. Our appointed experts are always serving on this basis and if you follow our business strategies properly, you can grow your company or make your business stand well. We never give bad advice to our clients. Always want to keep our company first and foremost.
A well-known source for contact lists is from phone number databases. This is probably the best platform for developing business plans. We have gained reputation because we provide top notch services to our proactive clients. Customer Buy Phone Number List satisfaction is our first priority. Our appointed experts are always serving on this basis and if you follow our business strategies properly, you can grow your company or make your business stand well. We never give bad advice to our clients. Always want to keep our company first and foremost.
Example of B2B content
If I talk to bartenders, I don’t have to talk about cocktails because they already know how to make a Manhattan. I have to talk to them about principais maneiras de melhorar a contratação no linkedIn food costs, how to furnish a place, how to maintain the beer dispenser. It depends on what I sell and on what topic I can have my say and be listened to.
Obviously what I talk about must be linked in some way to my business, otherwise I’m wasting time writing things that will never have a business return.
Objectives of B2B content marketing
Lead generation. The main content marketing activity dedicated to lead generation is inbound marketing, a content strategy organized awb directory in landing pages, forms, marketing automation and aimed at giving content in exchange for contacts. Knowledge and insights to know who you are and be able to contact you, if necessary.
Brand Reputation. Becoming an industry expert by creating and distributing niche content tailored to your customers can be a great way to be recognized as someone who “knows.”
Making progress in the buyer’s journey. Helping your customers make decisions is part of your job. Not everyone will become your customer, but helping them doesn’t hurt anyone. Especially when it comes to building relationships.Goals and Customers: How Do I Choose the Right Goals
Goals depend directly on your customers
The right goals I need to know my customers. How many companies have done studies and research on customers and can say they really know them? Always too few.
Example of objectives in B2B content marketing
We have a customer who deals with the distribution of raw materials for restaurants and pastry shops. The first thing that comes to everyone’s mind is recipes, but is this really right? The theme related to the creation of content for them, more likely, must revolve around professional training courses, production management, cost management, in-depth analysis of specific products or new technologies.
Why content marketing in B2B is so important
Content marketing is increasingly emerging as a fundamental strategy, especially in the B2B sector. Let’s see how.
Building relationships and trust
The primary goal of B2B marketing and sales is to build strong and lasting relationships. High-quality content, which offers valuable information by responding to the specific needs of your buyer personas.
Decision-making support
B2B professionals often navigate complex, lengthy decision-making processes that involve multiple decision-makers. In this context, content marketing offers content that educates and guides the decisions of potential customers. Whether it is white papers, case studies or webinars, providing valuable resources helps prospects move confidently towards purchasing.
Differentiation in the market
A well-structured content marketing strategy allows companies to highlight their uniqueness, not only through the products or services offered but also through the sharing of knowledge such as, for example, the offer of solutions to common problems in the sector.
Search engine optimization (SEO)
Lead generation
Through B2B content marketing, B2B companies can generate qualified leads. By incorporating effective CTAs (calls to action), companies guide readers towards the next step of the sales funnel.
Inbound Marketing in B2B
The widespread problem, which was common to all, was the lack of productivity and effectiveness of marketing and sales policies in their companies. Many also considered their sales team and distribution channel obsolete.
For these reasons, inbound marketing, inbound sales and sales enablement aroused a lot of curiosity and interest among those present. And rightly so: I will try to summarize 5 reasons why inbound marketing is an excellent strategy to attract potential interested customers in the industrial sector.
Increase awareness prospects
Many industrial customers focus their digital content and premium online content offerings on the bottom-of-the-funnel, for example, through invitations to request a quote or to speak with a salesperson, trying to attract only prospects who are ready to buy.
However, companies search a lot of information on the Internet before choosing a supplier. It is therefore necessary to increase the production of useful, educational content connected to the problem that the prospect needs to solve.
You will have to accept the fact that some prospects will not be fully
