To create brand awareness and demand, B2B companies rely on content marketing. It comprises a combination of text and imagery with a wide array of distribution channels that help to create and further rapport between the business and its customers.
Much of the buyer journey takes place online, independent of salespeople, making content that companies put out on their websites crucial. It’s a business’ main mechanism for cultivating a relationship with its audience and for building trust. Providing consistent, high-quality content will keep them coming back for more.
B2B Content Marketing vs B2C Content Marketing
Marketing for B2C brands often involves relatively simple and straightforward customer journeys; the journey between when a customer discovers a business and when they actually purchase. It is more likely that B2B content marketing involves a lengthy and complicated purchase funnel that could take weeks, months, and even years to nurture a prospect through.
Although the methods may differ, the underlying ethos remains the same regardless of the audience: to leverage great content to engage potential clients and customers, as well as to generate strong ROI. The main differences revolve around the purchase journey and the marketing channels, as well as the intent of the audience.
Identify Your Client Persona
In B2B, it’s imperative to have an accurate buyer persona for effective marketing and lead generation. Personas are based on the analysis and research of real customers. Once you know who the different groups of your customers are, to a detailed level, you can build a strategy around each of these.
Tools like GetEmail.io are an excellent tool to reach out to people who fit your client persona, as a tool for your lead generation strategy. GetEmail.io uses Big Data & Machine Learning Algorithms to find the email address of any professional or potential prospects in one second.
Gain A Deep Understanding Of Your Sales Funnel
B2B sales funnels are usually a lot more complicated than B2C funnels. The customer journey is much longer on average and requires much more. Understanding this funnel at the most granular level can lower your cost of acquisition.
Put more focused effort into understanding how your particular funnel actually works with your sales team and your other departments so that you can tailor your approach appropriately for every stage of the buying cycle.
Once you gain valuable insights on your clients and sales funnels, you have a better understanding of what your customers want and what they are thinking. This allows you to develop a tailored content marketing plan that is likely to gain traction with your potential customers. It can also give a great boost to your lead generation tactics.
Blog Posts – The Backbone Of Any Content Marketing Strategy
For most brands, blogging is the backbone of their content marketing strategies, and this is certainly true for B2B brands. Bloggers get a 13x higher ROI than those who don’t and this is because of several reasons.
A blog is an accessible content marketing format with a low barrier to entry. If this content ranks on search engines, they can help generate substantial amounts of traffic. They are also very efficient at educating your audience.
Research Studies That Are Authentic & Original
It is important that you go above and beyond your competitors to truly stand out through your content. In order to generate demand and build your reputation in B2B, publishing original studies of your own can be very effective. Since the content you produce stands out as totally unique, your audience is more likely to share it and to link to it. Producing research studies is an excellent way to position yourself as an industry thought leader, which is especially important in the B2B space. If you’re successful, you may have your peers praising you, too.
Flush Out Video Content
Popularity of video content has soared and part of that is due to the low barrier to entry. The good news is, you can make a video that’s good enough to use on YouTube and share on social media with just your smartphone.
It’s hard to know where to begin, but creating video content is as straightforward as creating any other type of content. The power of video is that you can use it on so many different channels. For example, you could have a video optimized directly on YouTube and share it on LinkedIn or other social platforms.
Talk about the most important issues your customer personas would want to know. Spend an hour or two talking about these topics. You can trim them into 3-minute bit-size videos, giving you enough content for the entire month.