B2B content marketing is the action of producing and distributing valuable content, in all forms, that is relevant for businesses. The goal is not only to increase sales, but to also improve the audience’s loyalty and increase brand awareness.
There are many forms of B2B content marketing, including social media, website content, blogging, podcasting, newsletters and many more.
It is very important to note that content marketing works very differently in a B2B (Business to Business) environment from a B2C (Business to Consumer) one. When talking to business owners, content needs to be planned in a more executive way to target the correct audience. In this case, you are not talking to the final consumer but to decision makers in businesses. You need to catch their attention in a very short span of time to let them know why you add value to the product or service they need from you. In other words, telling them why they should pick you instead of your competitors.
However, you need to be careful not to appear salesy. You need to provide value content that isn’t necessarily selling your company directly. You can also add curated content or provide tools that are useful for that specific niche. That way, you are the subject matter expert for your audience without being too intense. Here are some ideas of what you can do to improve your B2B content marketing strategy:
- Publish industry case studies. You can create your own or you can repost from somebody else and give credit. The reason why these work so well is because they add a good amount of backlinks, which drives traffic to your and your partners’ websites. If you are the one creating the case study, you become a reliable and shareable source for many more within your industry, also driving traffic to your channels.
- Send newsletters. This helps you stay at the top of mind of your audience by letting them know you are active. It is also a great opportunity to capture leads and nurture them constantly. If you have a great newsletter, you will have more people subscribing to it and therefore, you will enrich your database.
- Create content for LinkedIn. This is the perfect platform for B2B content. All company’s executives are there, and even the people you need to reach will be looking out for the type of content you can post. Another good thing about this platform is that the algorithm favors organic content.
- Do webinars. You can always grab a subject matter expert from your team and have them talk about a topic they know about.
At Laguna Media Group we think about every detail of this process! Contact us for further assistance on how to create your B2B content strategy.