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What Is B2B Content Marketing? Your Complete Guide

B2B content marketing is an extremely important part of your business’s overall strategy. It’s a method of promoting your company’s products or services by educating and entertaining your audience. For B2B businesses, this can include things like video content, gated content, educational content writing, and more. These types of content can be utilised to help build trust with potential customers, attract new business, and keep customers coming back for more.

Read on to learn exactly what B2B content marketing is plus the most popular methods and how to use them!

So what exactly is B2B content marketing?

Well, B2B content marketing is the process of creating, distributing and analysing content for business customers. Its goal is to generate leads and grow sales. Unlike business-to-consumer (B2C) marketing, which focuses on the end customer, B2B marketing is designed to address the specific needs of businesses.

B2B content marketing is a way to get the word out about your products and services. It’s also a great way to increase your brand awareness. In addition to increasing traffic, you can generate leads and sales through a carefully designed and well-executed content marketing campaign.

Successful B2B content campaigns require a strategy that focuses on the needs of your business audience. Your content should be aimed at answering their questions and helping them see your business as a solution to their challenges and a means to help them to grow.

B2B marketers create content that’s useful, valuable, and above all engaging. They must also convince potential buyers that their product or service is an ideal solution. The best B2B content marketing uses stories to engage its audience. They tell powerful stories that inspire their readers and reframe business issues.

To get started, you need to understand your target audience and your brand-product fit. For instance, creating personas allows you to create a detailed picture of the people you are trying to reach. Before you start creating your content, you should develop a clear content strategy too. This will help you determine what topics your target audience is interested in. You should also learn about their interests, preferences, and needs. 

Once you know who they are, you’ll need to understand what problems they are experiencing. Identifying your audience’s pain points helps you focus your content on your solution. Case studies and white papers are excellent formats for this kind of content. A good idea is to ensure your case studies and white papers have an enticing value proposition and are backed by tangible results.

Types of B2B content marketing and their uses

From top-of-funnel SEO content right through the buyer journey to email newsletters: here are some of the most effective inbound methods used in B2B content campaigns.

Close the knowledge gap with educational content

Educational content can be a powerful tool for B2B brands. It can help them build trust, drive sales, and engage their prospects. However, it’s important to implement it correctly.

To do this, you’ll need to understand the basics of educational B2B content marketing. The main thing to keep in mind is to create a library of quality content related to a particular topic. By doing so, you demonstrate your knowledge and expertise in that subject area.

Developing a good content strategy that includes carefully chosen educational topics takes time and strategic planning. First, you’ll need to determine your audience. Once you have a clear understanding of who your target customers are, you’ll be able to create more relevant content.

You’ll also want to develop a content strategy. This involves identifying your user need and knowledge gaps before developing a content calendar. Your content calendar will help you create and distribute relevant content during the campaign that will keep your audience engaged for months and, potentially, years to come.

Don’t forget to check up on your competition. See what they’re doing content-wise and you’ll be better placed to spot missed opportunities.

Convert visitors into keen leads with gated content

Gated content is one of the most important aspects of a successful B2B content marketing strategy. It’s a way to attract new leads, build brand awareness, and improve lead quality. If you’re not sure what gated content is, it’s a form of downloadable digital content which requires a visitor’s contact information before access can be granted.

This type of content should be relevant to your target audience. In other words, it should be unique and worth reading. A low-quality piece of gated content is not only disappointing to your audience, but it can damage your brand’s reputation as well.

There are many different types of gated content. One of the most popular forms of this content is the tried-and-tested ebooks, which are usually in PDF format.

A white paper is another example of gated content. These are typically longer-form pieces and can be repurposed for different campaigns. Unlike a gated ebook, a white paper can be made publicly available too.


Inspire visitors with flagship video content

Video content is a powerful tool for B2B content marketing. It can increase conversion rates and help generate more leads. However, there are certain factors to consider when implementing video in your B2B marketing strategy.

First, you need to consider the purpose of your video and how it fits into your overall marketing strategy. A video needs to have a well-thought-out and carefully prepared message for your audience.

Second, you need to decide which platform is best for your video. Where do your ideal customers consume content most? Your website may be the immediate choice for video content, but this needs to be sense-checked with how your audience consumes content.

Third, you need to plan for the production and distribution of your videos. Be sure to consider the costs of acquiring equipment, production, and location. By hiring professionals, you will save time and avoid the hassle of trying to do it on your own.

Hyper target users with custom B2B content marketing landing pages

Landing pages are a great way to increase lead generation. They are a sales page tailored to the exact audience you want to target. You can use landing pages to drive remarketing, improve PPC, and even nurture your existing prospects.

One of the most cost-effective ways to boost your conversion rate is to have a well-designed, well-written and well-optimised landing page for each campaign. A landing page can be a special offer, a free trial, a webinar, a demo request, or even an introduction-in-brief to your product or service.

The B2B content marketing landing pages are tight and focused. There should be one primary call to action (CTA) that’s prominent and measurable, with an optional secondary CTA placed elsewhere. For example, a secondary CTA can be a good place to showcase customer successes, key business details, and other informative information about your brand to help inform potential buyers.

Email newsletters: it’s all about the follow-up

If you’re planning a B2B content marketing campaign, you’ll need a strong email marketing strategy. Email is a key part of the B2B customer journey, and smart email design can make a big impact on lead generation.

Once you’ve gained a lead from an ebook download, for example, chances are you’ll be keen to follow them up and see if they are interested in your services. Automated emails are a great way to continue informing your potential customers about your brand and its services, and it helps to keep you present in their lives as well.

For potential customers and existing clients alike, email newsletters are a powerful tool to impart genuinely useful information such as industry news and highlights, share your opinion and take and recent trends, and provide subscribers with useful information and tips. Perhaps a subscriber is interested in your services, but not ready to buy. So email newsletters are a great way to stay on their radar until they are ready to start the conversation.

Contact us and supercharge your B2B content marketing

Developing and fine-tuning a B2B content marketing strategy takes time, skill, and patience. We help our clients achieve their marketing targets and business goals with our customised content solutions from strategy to implementation, measurement and optimisation. So get in touch with us today to learn more about how we can help you enhance your content and get even better results.

Read more: How Content Marketing Services Benefit Your Business

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