Unlike B2C marketing where businesses sell to consumers directly and factors like emotional buying often come into play, B2B content marketing is more data and results-driven.
Businesses don’t buy from other businesses because of emotional or impulse reasons; they buy because the product or service will either save them time, generate them more money, or offer some other tangible, substantial result.
However, B2B content marketing still needs to be engaging and connect with the audience, even when the audience is different. So what should your B2B content marketing strategy look like?
Identifying the Audience
In essence, content marketing is the technique of using valuable, high-quality content to attract an audience and convert that audience into buying customers.
This is why identifying your audience as a B2B is the crucial starting point: you’re not talking to direct consumers. Instead, you’re talking to managers, CEOs, and other decision-makers, and you’ll need to build your marketing strategy around them.
Let’s say your B2B business is selling office software that allows employees to communicate more efficiently. Your target audience isn’t likely to be casual staff, it’s office managers and business owners struggling to streamline internal processes; as a result, your content marketing strategy should be focused on attracting these managers and offering them valuable content on how to solve their problem and educating them about your service in the process.
Equally, if you make parts for race cars, your audience isn’t motorsport spectators or fans – it’s race car builders, racing team managers, and head mechanics.
Create content aimed specifically at them and their pain points rather than focus on race goers.
Now that you know who your audience is, it’s time to find out what kind of content they are most likely to consume.
Office managers are likely to consume articles, infographics, white papers, and industry magazines rather than TikTok videos or Snapchat exchanges.
Because of this, it’s pointless to create reel content if your audience will appreciate informative long-form articles, industry resources, and LinkedIn posts instead.
When you’re targeting busy professionals, detailed guides, helpful eBooks, online courses, tutorials and solution-focused content will perform much better than short Instagram captions or Facebook status updates.
On the other hand, TikTok and Instagram content may receive a warm welcome from businesses working with photo or video production.
In other words, it’s all about defining exactly what kind of content is your audience most receptive to.
When you’ve defined the type of content your audience is most likely to consume and engage with, the last step is figure out how to best distribute it.
B2B Content Distribution Channels
Depending on your target audience and the kind of content they’re most likely to appreciate, define the best media channels to distribute the content for maximum reach.
Social media remains one of the best media channels for content distribution, but it’s vital to select just one or two platforms and create excellent content consistently than trying to produce content across too many channels.
For B2B content marketing, LinkedIn, Facebook, Instagram, and YouTube are the best platforms to utilize, depending on the audience you’re targeting.
SEO-optimized website featuring a high-quality blog is another great way to spread the word. Blogs are among the best content marketing tools to increase website traffic and generate leads, as well as distinguish your company as the lead expert in the industry or niche.
Creating highly targeted, informational newsletters is another powerful content distribution tool.
If you’ve built up a solid mailing list, consistently sending out valuable, informative newsletters helps to keep the audience engaged and promote your products or services.
The Bottom Line
Regardless of your target audience, the type of content they appreciate, and online spaces they like to hang out in, B2B customers care about the bottom line the most.
When building your B2B content marketing strategy, always think about specific pain points your target audience has and offer ways to solve them.
Show the potential ROI of doing business with you in detailed, metric-driven examples: how is your product or service save time, help streamline processes, or generate more business?
At the end of the day, all B2B transactions are about profitability, and all your content marketing efforts should be focused on demonstrating problem-solving and added value.