Digital Marketing For B2b Business – A Beginner’s Guide to B2B Content Marketing: Tactics You Need to Know to Get it Right the First Time Erika Varagouli July 28, 2020 18 min.
It is often assumed that B2B content marketing is dull, boring and not massively engaging compared to B2C.
Digital Marketing For B2b Business
For many B2B brands, content marketing forms the backbone of their customer acquisition strategy. When a solid strategy is implemented, it can be an outstanding growth engine.
Best B2b Marketing Strategies And Examples To Grow Your Business Fast
In this guide, we’ll teach you everything you need to know about driving your business growth with content marketing, specifically covering:
Content marketing is a strategic marketing approach that focuses on creating and distributing valuable, relevant and consistent content to attract and retain a clearly defined audience and ultimately drive profitable customer action.
Whether you’re using a B2B content marketing tactic or for your B2B or B2C company, these principles remain the same.
Where everything differs is in the decision process and promotion channels that can be successful in acquiring and converting customers. And we will briefly look at these differences.
Le Digital Enflamme Le Marketing B2b
Turning to Google Trends to see the increase in the popularity of content marketing as a channel, there remains interest and demand for content marketing because it works.
As consumers, we become immune to advertisements. In fact, at least 30% of internet users now use an ad blocker. We have increasingly complex purchasing journeys where we want to connect and interact with a business before we make a research or purchase.
When we look specifically at B2B, we often talk about high average order values and long-term commitments. These are not disposable consumables. These buyers want increased confidence that they are working with the right service provider or supplier.
Content marketing helps brands engage, engage, and delight their audiences both before, during, and after they make a purchase and engage with a service. A great opportunity to position your brand as thought leaders; as experts at the top of your field and to become a prominent voice in your industry.
Best B2b Marketing Strategies & Examples
The main differences between B2C and B2B content marketing depend on the purchase journey and promotion channels and the purpose of the target audience.
B2C marketing usually works with relatively simple and fast purchase journeys; the path between a customer discovering the business and making a purchase.
B2B content marketing is more likely to involve a long and complex purchase funnel that can take weeks, months, or more to nurture a prospect.
However, the underlying value of content marketing remains the same regardless of the target audience: using great content to engage prospects and customers and using it to generate a strong return on investment.
Creating A B2b Digital Marketing Plan
Business-to-business success, perhaps more than in the B2C space, means not only producing great content, but understanding your audience, the content they want to consume, and how they want to consume it.
We’ll teach you everything you need to know to build a solid strategy and take your business to the next level.
To do this, we’ve gone through the B2B content marketing process from start to finish and will cover:
There’s a lot that makes content marketing work for any business, but as a B2B brand in 2020 the real question is whether you can ignore this powerful tactic.
How To Build A B2b Funnel
To build successful insight into what you want to achieve and how to do it, you need to understand four key elements to consider:
We delve into each of these four pillars of success in our ultimate guide to content marketing strategy that we recommend you continue and read.
But in order to take a step back and consider why a strategy is so important, we must first remind ourselves of the difference between strategy and tactics:
You can think of your content strategy as the reason behind using it as a marketing tactic. He should answer the questions around him.
A Practical Guide To B2b Content Marketing
Have you ever been told that writing a large 500-word blog post will mean that your website will rank higher in Google because you show that you are active?
The purpose of a solid content marketing strategy is to help you give direction, justify the investment, and have a clear plan that can be implemented and measured. And this is how you start…
When working in B2B rather than B2C, you need to take the time to identify your customer personalities. According to the consultancy:
To create a representative sample of a target audience, the characters are based on analysis and research of real customers. This is due to the (hypothetical) customer’s personal motivations, what they value in a brand, what type of communication they prefer, etc.
B2b Marketing Guide: Strategy, Steps And Tactics For Success In 2022
Once you know in detail who the different customer groups are, you can build a strategy around each of them. And we have a complete guide on how to research a client personality, which is a great starting point.
To be successful in B2B content marketing, you need to understand how the content you create fits into the different stages of your sales funnel.
Unlike working with B2C businesses, a B2B brand often has a complex sales funnel; given the time typically required to convert a lead into a lead.
Spend time working with your sales team and other departments to truly understand what your funnel looks like so you can use this information to effectively plan a strategy for targeting leads at every stage.
Digital Marketing Strategies For B2b Businesses
This means knowing exactly why you are creating every piece of content you produce and setting goals for each so you can effectively measure success.
Here is a great goal setting article that will get you thinking about it and help you place the right ones for your content.
When we think of content, we’re often unintentionally drawn to blog posts as the go-to, but in recent years we’ve seen a real shift towards wider use of different types of content. We’ll explore 10 proven content formats perfect for B2B brands to use as part of their B2B content marketing strategy. However, be careful to avoid the trap of working format first.
When you work primarily on format in content marketing, you often find that you limit your creativity. Instead, take the story-first approach and start by asking yourself what you want to convey to your audience, and only then consider what is the most effective way to do it.
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Blog posts form the backbone of most content marketing strategies, and this certainly applies to B2B brands. Marketers who prioritize their business blogging efforts are 13 times more likely to see positive ROI, which means blogging:
If you want to see a great example of B2B blogging done right, take the time to check it out:
We often think of a blog as the news section on a website where posts are published in chronological order. But if you want to keep growing, you have to move away from that mindset and see it as much more. And Siege Media’s post titled “Why Your Blog Was Set Up Wrong for SEO” is a good read for more information.
This philosophy often ends in blogs created without much thought. Content is created and never seen. The blog becomes a cemetery and a graveyard that never provides value for the main business.
B2b Marketing Strategies To Learn From B2c Agility Cms
Your blog should be seen as much more than a place to post content. Positioning yourself as industry experts should be seen as an opportunity to have SERPs on key topics relevant to your business and drive an increase in organic traffic.
If you really want to stand out against your competitors with your content, you need to go beyond what it does. One of the best ways to do this is to publish original research work. Doing your own research and publishing findings in B2B is so powerful for two main reasons:
A great example of an original research study comes from Backlinko and Brian Dean’s analysis of search engine ranking factors.
This study digs deeper into the original analysis of ranking factors and has gained links from 2.8k referring domains to date.
B2b Digital Marketing Trends In 2021 [infographic]
It’s clear that pieces like this get people talking. You can publish the findings of these studies as blog posts, standalone items, or even white papers. The perfect way to combine multiple content formats.
And it’s encouraging to know that “79% of B2B buyers list whitepapers as the material most likely to share with colleagues.”
It’s important to incorporate different forms of content into your broader strategy that work together to drive results. One of the toughest jobs a B2B marketer has is getting support from the whole team, not just one person.
The B2B brand that has truly mastered the art of using whitepapers to fill their funnels is perhaps HubSpot. The “social media newbie’s guide” is an excellent way to interact with a company looking to get a social media debut.
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