Think B2B Digitally to amplify your content and become an industry thought leader[wd_asp id=1]
At B2B Digitally we help B2B business generate more business and ignite growth by using digital tactics and tools, to gain a competitive advantage.
As a B2B businesses you need to demonstrate your expertise to your prospects. Content marketing allows you to amplify your content so it doesn’t sit hidden on your website but is actually read by your audience.
What is B2B content marketing?
B2B content marketing is promoting content to an information hungry B2B audience and supporting sales journey. Your content strategy produces content that meets the needs of an audience, and it’s the job of content marketing to ensure your audience knows that content exists. Content marketing is a tool that helps businesses build relationships with their audience. Through your content marketing efforts, your audience will start to know, like and trust you. B2B content marketing is not about repeatedly selling your products but has a clear focus on providing content of genuine value, at relevant parts of the sales journey.
B2B content marketing a core component of all digital marketing executions. Without content of genuine value, tactics such as social media marketing, search marketing, and even email marketing would generate a poor return on investment.
Getting started with B2B Content Marketing
B2B content marketing starts with knowing your audience, not just knowing their names and email addresses but knowing what the typical customer journey looks like from initial awareness, through to being a customer who is willing to advocate for your products. It’s important to know the customer and their journey because content marketing depends on your prospects encountering the content they need, at the right time and in a format they expect.
As a business-to-business organization you probably believe that you’re already doing B2B content marketing, and indeed you might be, but so is every other B2B. What sets successful content marketing apart, is having a clear content strategy. The typical scenario for business-to-business organizations is producing as much content as possible and sticking it on the website. Your audience is already lost in the noise of everyone on their shortlist producing large volumes of content, you can’t stand out by producing more. B2B content marketing ROI is unlocked with having a B2B content strategy.
How could B2B content marketing help your business?
B2B content marketing is a collective term for the various tactics that businesses use to promote content in an effort to attract and convert their target audience. Content marketing is of particular value to business-to-business organizations with information hungry buyers.B2B content marketing can help position your solution even before the buyer has realized what they need. B2B buyers often start their buying journey with research around their challenge. Content marketing can help you develop and promote content that goes beyond your product and relates directly to business challenges.B2B content marketing is as much about the channel as it is about the content itself. Your future buyers aren’t likely to be visiting your website on a daily basis but they probably are going to LinkedIn and Twitter, reading blogs and listening to podcasts. There are dozens of channels that you can reach your audience through and B2B content marketing allows you to take your content and distribute where your audience will see it. Business buyers are looking for vendors that they know, like and trust. Such a relationships aren’t built with advertising, they are built over time by publishing content that positions your business as a thought leader. Content marketing helps you create value before you ask for anything back, establishing brand awareness and trust through authenticity.Although awareness is really valuable it’s almost impossible to measure. Luckily B2B content marketing also delivers measurable benefits. A great piece of content promoted through the right channels can help increase website traffic, downloads, engagement and grow your community.
B2B content marketing costs 62% less than outbound marketing(source)
88%use content marketing
88% of B2B marketers use content marketing (source)
47%of B2B buyers
47% of B2B buyers consume 3 – 5 pieces of content before contacting a sales person.(source)
Latest B2B Content Marketing Questions & Answers
“B2B content marketing is about promoting content your audience will value, share and establishes your business as a trusted authority. Content helps you move your prospects through the buying journey. “
– Kaya, Your Digital Marketing Consultant –