B2B content marketing is the technique of promoting and selling services and products between companies, which is known as Business-to-Business.
One of the most notable characteristics of B2B marketing is that its approach is more rational and favors the presentation of data. Unlike retail marketing which appeals to the emotions and most particular problems of consumers.
The main purpose of this type of marketing is to generate content that seeks to convince the decision-makers of the companies to which they direct their products.
Communication within a B2B content marketing strategy should drive longer or more complicated purchasing processes.
Furthermore, capturing leads and converting them to clients is usually more expensive, because it is not always easy to find the person responsible for contracting the company’s services and products.
Elements of a B2B content marketing strategy:
The generation of content should not be done without a strategy and it should be built with the following elements:
- Defining the audience: The company you are trying to client must have business goals and difficulties that are preventing them from achieving them. Dig deeper into their needs to learn how your services can make a difference.
- Choosing the right solutions: The strategy must have a unique value proposition that has a great impact on the company’s work routine.
- Technical implementations: Based on the above, the most appropriate content is chosen to reach the target market, the channels, tools, and other technical actions that will serve to promote the value proposition and attract customers in the B2B business. Take a look at some of the alternatives that you can implement in the following section.
Keys to attract B2B clients:
Success stories
The stories of other successful clients have great convincing power. Take advantage of the influence that your satisfied customers can have on your prospects.
Additionally, case studies are ideal for mentioning data about how your services are measured in tangible results.
Part of B2B content marketing strategies is to share success stories on your blog, by email, share them on social networks, and present them as brochures at fairs, among others.
Blog
The blog is a very valuable resource in two aspects. The first allows you to share informative content about your products and educate your audience so that they understand the challenges they are facing and their causes.
The second, well-optimized, will help you gain authority in your sector and visibility in search engines to bring traffic from potential leads to your domain.
Create publications to publish on the websites of other companies allied to yours or digital magazines specialized in your commercial sector.
Sometimes it is not easy to position your blog quickly, but you can establish collaborations with other organizations.
Newsletters
In a B2B content marketing strategy, newsletters have a direct impact on an audience that constantly uses their email during their work day.
The newsletter can be a compilation of the most important news about your company, communicate the launch of a new service, or adapt to the stage of the purchasing process in which your lead is.
The efficiency of this content is great and it can provide your potential client with the data they need to make a decision.
Lead Magnets
A free template or checklist that facilitates the processes of your client (the person responsible for the purchasing decision) can get you their contact information. By adding it to your lead base you will learn how to start an email marketing or communications campaign through various channels.
Boost this implementation by adding subscription buttons to your website and updating downloadable content frequently. You can include guides, reports, statistics, and also more specialized ebooks.
The latter have an additional advantage and that is that colleagues like to share materials of this type, so you will possibly reach more prospects.
Tools
For B2B content marketing, perhaps you can develop a free tool so that your client can simplify their routines which is available from your website or via application. An example of this is companies that offer free versions of their services or free trial periods.
Visual content
The written format is not the only one and is often inefficient in delivering certain types of information. Imagine that you want to demonstrate how an application or management software works, a video would be the most convenient.
On the other hand, if you intend to promote corporate training, a webinar where you cover some preliminary topics may be the ideal option to convince HR managers.
The presentation of statistical data will be more dynamic with graphs or an infographic. Do you need personalized advice to design a B2B strategy and decide which implementations are best for you? Contact us at Digital Specialist today.