April 20, 2022

What is B2B Content Marketing? (2022 Guide)

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Last updated:
April 20, 2022

If you're in the B2B industry, you've probably heard of B2B content marketing. But what is it and how does it work? What makes B2B content so unique? And how do you promote it? Here are some tips.

Hopefully, this information will give you a better understanding of the concept.

What is B2B content marketing?

When you create content for your business website, you can use it to showcase complex products and services. Most websites have little content on their basic products and services.

To get your business noticed by your target audience, you should start with the products and services pages.

You can add keywords and articles that go with each product and service to create a comprehensive picture of your company.

Whether you want to attract more customers, build trust, or influence your target audience, B2B content marketing can be a powerful tool.

When promoting your content, use a combination of organic and paid ways to reach your target audience and get your brand in front of them.

Promote your content in paid ways, such as social media, to reach your target audience and get qualified leads. Make use of video content in your marketing strategy.

Videos are especially useful for marketing because they allow you to present a lot of information in a simple manner.

Video content can also be used as a relationship-building strategy, as people can watch videos without having to read long descriptions.

What is B2B content marketing?

Why is content marketing important for B2B?

The reason why content marketing is important for B2B companies is that it builds trust and credibility with your audience.

When used well, content marketing can include everything from video to images. The format you choose should match the needs of your audience and match your brand values.

It must cut through the noise and touch your target reader emotionally and factually. The content you create should compel your audience to take action.

One of the most crucial aspects of B2B content marketing is the fact that it showcases intricate products and services.

For example, a marketing automation software company might choose to create a docuseries to highlight its customers' extraordinary qualities.

By focusing on the emotions of viewers, Genesys avoided direct pitches, while still being able to connect with its customers and prospects.

B2B content marketing can be extremely effective in elevating your business. You need to understand the audience to craft an effective strategy.

B2B content marketing vs B2C content marketing

When it comes to the content marketing strategies, B2B clients are much more concerned with the impact they can have on their own market value.

As a result, 80% of B2B content marketers focus their efforts on building brand awareness, creating leads, and engaging customers.

A comparison of B2B content marketing strategies with those for B2C is necessary for a better understanding of each strategy.

As for how to write content for both B2C and B2B audiences, it's important to start with the messaging of value.

B2C content, on the other hand, should begin with a story of service. While B2B content authors tend to use a different voice and style, they both need to focus on providing value and demonstrating emotional satisfaction.

Another important difference is channel. B2B content publishers need to focus on a specific industry and its requirements, while B2C content writers should concentrate on topics that interest their target audience.

B2B content marketing is essential to driving leads and sales

How to create an email marketing strategy

If you are considering implementing a content marketing strategy, you may want to consider using email as an outreach tool.

Emails can be highly targeted, so you'll want to ensure that your content is both interesting and relevant to your intended audience.

Emails that include call-to-action links and targeted subject lines will have better open rates and conversions. The best time to send out an email varies for different audiences and businesses. Here are some tips to get you started.

To begin, segment your data. Create a message map to organize your emails.

Segment your data by industry, company size, and contact behavior.

Personalize certain parts of an email, like the introduction.

Use conditional content and trigger-based emails to tailor your content and messaging to each individual.

This way, you'll be sure that no opportunity goes unnoticed.

Then, develop your content accordingly.

Streamline your B2B workflows and use data to make great decisions

How does B2B content marketing work?

How does B2B content marketing work? Creating compelling content is one of the most important aspects of this type of marketing. But you can't just churn out content at will. To create great content, you need to work with a team of experts.

You can hire an entire in-house team, hire contractors, freelance writers, or hire an in-house content manager. Here's how to make that happen.

First, you need to understand what your prospects are searching for. Then, you must know which kind of content will attract them. Content marketing is a multi-layered process and requires constant monitoring.

While one section will focus on lead generation, another section will concentrate on the bottom line. B2B content marketing works best when the company can combine both. By utilizing the same content in different mediums, you can reach your target audience and attract the right attention.

Understanding your target audience is essential in the process of creating B2B content. Understanding your target audience's needs and pain points is essential.

Your audience is not looking for a sales pitch; it is looking for information that helps them make a decision. Developing a buyer persona is an essential step in B2B content marketing.

Creating this persona helps you develop an ideal content strategy that is relevant to the needs of your target audience.

Hire a content marketer to get your B2B building blocks started

How to create a B2B content marketing strategy

Before you can create a content marketing strategy for a B2B product or service, you have to understand your target market.

Identify your buyer persona and the challenges they face. This will help you create content that answers these questions.

A B2B content marketing strategy focuses on addressing customer problems, not just selling to them. It is important to remember that your target market is not looking to buy from you, but to solve their problems.

Creating a content marketing strategy is a long-term investment and requires a significant amount of time and money.

It is critical to understand your target audience and create content that satisfies their needs.

Creating content for a B2B audience is an excellent way to build awareness of your brand and influence your sales pipeline. Here are some tips to get started:

How to promote B2B content

If you're a marketer, you've probably wondered how to promote B2B content.

The truth is that there are many ways to promote your content. But which ones are effective for your target audience?

Email marketing is one of the most effective ways to reach your target market. While you'd think that everyone gets tons of spam every day, people opt in for newsletters in different niches.

Consider your buyer personas and think of what they would trust.

Regardless of the niche, B2B content has a lot of advantages, especially when it comes to educating prospective buyers. Three out of four people listening to podcasts are seeking to learn new information.

And, because podcasts can be customized to any subject matter, you can create a B2B content podcast that speaks to this need.

OmniConvert's podcast, for example, shares growth stories from e-commerce companies and offers useful tips to make your business successful.

Here are some areas to consider promoting your content through the various distribution channels:

  • LinkedIn
  • Syndicated podcasts
  • Email marketing
  • Partnerships
  • Social media platforms

Average conversion rates of content marketing

Considering the average conversion rates for your ad campaign, how can you ensure yours is as high as possible? Fortunately, a number of techniques can help you increase your conversion rate.

Performing Google Optimize experiments, geo customizers, responsive ads, and new landing pages can all help you improve your overall conversion rate.

The average conversion rate for a B2B content marketing campaign is between 50 percent and 100 percent.

This means that your content marketing campaign is a highly effective way to generate qualified leads.

Most B2B companies spend anywhere between 26% to 40% of their budget on content marketing, while the least successful organizations only use 12% of their budget.

Nevertheless, the numbers speak for themselves: content marketing is more effective than traditional forms of advertising, and leads generated through content marketing are 3X higher than those gathered from traditional advertising methods.

Is content marketing good for B2B?

Is content marketing good for B2B businesses? Yes, it can be. You can use content marketing for your website to create buzz, promote your business, and generate leads.

You can also create content for off-site media such as abbreviated articles and clips from longer storytelling videos that link back to your website.

You can track the traffic from these off-site media and collect back-door data.

Hiring a digital marketing service provider can help you get the most from your content marketing efforts.

When used correctly, content marketing for B2B companies can increase visibility and generate new leads.

A company that sells marketing automation software, for instance, can use content marketing to highlight that particular product.

The content on this website will have marketing automation software as its main keyword, giving it a solid start.

The content should focus on helping prospects and customers and not aggressive sales talk. Ultimately, it will lead to increased sales and brand loyalty.

What types of content marketing exist?

The goal of content marketing is to influence the perception of your audience about your product or service, not to sell.

This type of content explains what your company offers, and builds credibility with the audience. It has been around for a long time, and is a staple of marketing.

Case studies and client profiles are especially popular, but are difficult to find on most business websites.

Even so, they have a significant impact on B2B buyers, and 79% prefer case studies and client profiles over other types of content marketing.

A successful B2B content strategy should incorporate multiple types of media. Video, photos, and social media are excellent B2B content marketing options.

Some companies even use Augmented Reality (AR) to showcase their company culture.

An example is Wistia, a video-software company that helps businesses upload video content and tracks its performance.

This type of content marketing is especially relevant for B2B companies that rely heavily on word-of-mouth, or who find clients through existing partnerships.

Content marketing for businesses can be expensive, but when combined with an effective B2B strategy, it can pay off.

Best practices for B2B content marketing

Before you develop your content marketing strategy, it's important to know your competitors. Not only should you know what their products are, you also should do a deep dive into their marketing strategies.

In this way, you can create content that will differentiate your brand and gain an edge over them. It is also important to know what your competitors' customers are looking for.

If you don't, you'll be setting yourself up for failure.

Content marketing is a valuable investment for B2B companies. Properly executed, this strategy can extend your reach across the entire sales funnel and help you reach more customers. Optimizing content is a fine art.

First, never assume your audience! If you have no idea what your audience is looking for, you may make a fatal mistake. In order to ensure the success of your content marketing strategy, you should consider the following best practices.

Publish educational content

Educate your customers on the benefits of your product by producing useful information. Videos can show product features and benefits.

eBooks and case studies are great ways to showcase the benefits of your product.

You can also offer free information in exchange for a potential customer's contact information. Infographics are another great way to present product statistics.

Infographics are great for social sharing and building backlinks.

Common FAQ's

Questions from those investing in content marketing.

Is a B2B content marketing strategy important for social media platforms?

Typically, search engines have the higher buying power. Creating content for social media isn't usually the best technique for B2B businesses.

Why is this?

When prospective customers search on Google, Bing, Yahoo, or other search engines, they're typically looking for resourceful content. Like a blog post that details information they could find useful. Social media channels, on the other hand, typically take an entertainment approach.

Is search engine optimization important for B2B businesses?

Absolutely. Publishing relevant content for your ideal customer persona is the best way to ensure that you're designing your content marketing strategies for search engine optimization or SEO.

Typically, you don't need as much "off-page" SEO as you might assume. This includes link building, brand building, building brand awareness, or other factors.

Is email marketing still a good content creation strategy?

Yes. According to the Content Marketing Institute (CMI), 31% of B2B companies utilize email newsletters to nurture prospects.

And, at Exploding Topics, we've utilized email newsletters to help us develop our B2B business.

How do I get content ideas for my content marketing strategy?

According to a Databox analysis, SEO keyword research provides 37 percent of marketers with content ideas.

Without a question, keyword research is an excellent technique to get ideas for podcasts, blog articles, and webinars.

There are, however, a plethora of other excellent techniques to generate B2B content subject ideas.

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