Marketing isn’t always an exact science, which can make crafting an effective content marketing strategy difficult to get right.
With all the pressure around meeting creative demands, covering budget constraints and handling all of the channels involved, you must also take into consideration your target audience who have subjective perceptions, high standards and different needs.
It’s even more challenging if you’re in the B2B sector.
B2B content marketing must be professional and business-centred, as your clients here are decision-makers and critical thinkers who are focused on the returns and financial incentives for their own organisations.
Yet, you must also consider that they are people too who want engaging and informative content just like B2C consumers – tricky, huh?
So, how do you strike a perfect balance when producing B2B content?
Here’s a guide to help you out.
What is a B2B content marketing strategy?
Unlike B2C marketing which targets individual consumers, B2B (business-to-business) marketing works by engaging other businesses or organisations as customers. All marketing campaigns, content and strategies aim to connect with and convert other organisations.
A B2B content marketing strategy, in particular, refers to the process of creating appealing and value-adding content - from blog posts, to podcasts, videos, webinars and eBook guides (and so on) to attract and engage other professionals.
For more, read: The Six Pillars Of A Complete Marketing Strategy
How does it differ from B2C content marketing strategy?
Any content marketing strategy undergoes the same process of research, planning and implementation. It always involves determining your customer’s persona, mapping out their journey and identifying how to solve their pain points.
What makes a B2B content marketing strategy different from a B2C content marketing strategy, however, are the audience and the ways to communicate with them.
B2C content marketing strategy aims to capture the attention and interest of individual consumers trying to solve their immediate and personal needs. This content must be emotionally appealing, eye-catching and entertaining.
How about B2B?
B2B content marketing strategy, on the other hand, targets buyers who act and make decisions for their businesses or organisations. Rather than being motivated by their own needs and interests, these B2B consumers’ purchasing decisions are motivated by the goal of achieving success for their whole business (and getting kudos from their boss).
Appealing to a B2B customer can often mean showing them how good they’ll look in front of their boss.
As such, it’s important to produce content that is more logical, educational and practical.
Why is a B2B content marketing strategy necessary?
The success of your business depends on its ability to communicate with your target audience.
B2B content marketing aims to connect and gain the trust of business decision-makers, who tend to be more patient and careful with their buying decisions.
A B2B content marketing strategy helps you:
How to create an effective B2B content marketing strategy?
Producing high-quality content relevant to your business audience is no easy task.
You have to convey your value in an engaging and professional way, while making sure all of their concerns are met.
To help you, here are some of the best ways to create an effective B2B content marketing strategy:
1. Make your content professional but human.
You may want to present yourself as an expert to impress other professionals by throwing jargon and complex subject matter into your content.
But you have to remember that your B2B buyers are humans, too. You’ll appeal to them if you communicate your solution to their business’ pain points in an informative but uncomplicated way. Keeping your content simple and straightforward enables you to be reachable and less intimidating.
For more, see: The 5 Ways How To Do Content Marketing
2. Use email marketing.
Business owners, decision-makers and employees continuously communicate via email, making it a cost-effective way to connect with other businesses and clients.
Compose emails that are relevant to your target audience, and include an appropriate call-to-action that will entice them to want to know more about your brand.
If you’re time poor or don’t know how, use freelance copywriting experts who can craft captivating emails and newsletters for you.
3. Take advantage of digital and social media marketing.
Digital and social media marketing might have more obvious and direct benefits for a B2C audience, but they also play well in a B2B setting too.
They can strengthen your online presence, which builds your brand’s reputation and makes you more recognised across your industry.
Distributing your content in different forms like videos, blog posts, webinars and demos also enables you to communicate well to your business audience who want information on their own terms.
For more, see: 3 Tips To Maximise Your Business’ Success on Social Media
4. Tailor your content specifically to your target audience.
Even organisations and businesses want personalised communications. They want to be prioritised and know that you’ve catered to their specific needs.
So, make sure to customise your content according to the characteristics, interests, demographics or needs.
For more, read: Introduction To Target Marketing
5. Use metrics, statistics and analysis to evaluate your strategy.
How would you know if you’re doing the right thing if you don’t have any key performance indicators in place?
Track your leads, website traffic, deals closed and other metrics to see if your current B2B content strategy is working. You can also check what needs to be improved on and replaced.
Now that you’ve seen the importance of creating an effective B2B content strategy, you can now move your business forward by actually doing it.
But if you’re finding it hard to prioritise, you can always rely on experts and marketing professionals to guide you along the way.
Ok, it’s your business’ turn!
Don’t let a lack of time or resources to stop you from producing B2B content.
There are professional copywriting services offered by local freelance copywriters who can cater to whatever your business needs.
Quality freelance copywriters with Marketing backgrounds are experts who can help you plan out and create the right types of B2B content (audio, visual or written) for your business using their skills and experience.
They offer various benefits without the ongoing costs of a full-time employee.
See: How to hire a copywriter – the 7 steps your business should take.
A copywriter will produce engaging content while you focus on the bigger picture.
You have a lot of tasks that demand your attention every day.
So, while creating engaging B2B content is extremely important for your company, you don’t always have time to do it yourself. So, it’s then best to reach out for help.
Freelance copywriters understand the role copywriting plays in digital marketing success (i.e. website copy, social media copy, blogs, articles, SEO, SEM, etc.), which is important in unlocking numerous opportunities for your business.
Just make sure you pick the right copywriter!
How Can Melotti Media Help You with B2B Content Marketing?
We understand that you want to achieve success by developing relevant and informative content for your B2B business.
We also know that you’re time-poor and spread thin, and it’s possible you still have a lot of unanswered questions.
But you don’t have to worry!
At Melotti Media, we can assist you with all your marketing needs while you focus on what matters most to you – growing your business.
Let’s start getting the results your business deserves!
For more information or to speak to a trusted copywriter, contact us now at firstname.lastname@example.org
We can sharpen your words to achieve your goals today!