April 6, 2021 - Brittany Garlin
The popularity of content marketing is steadily growing, gaining more and more recognition among marketers in the B2B sector. The investment amount increases, as does the number of channels for content distribution. And it is not surprising since this marketing technique pays off the investment remarkably and wins the target audience’s confidence. Agency Vista has compiled eight essential B2B content marketing best practices for you to connect better with your audience.
50% of the content created by B2B marketers is focused on creating brand awareness and interest (Content Marketing Institute). Consider that content marketing’s primary purpose is not sales but building a solid connection with existing and potential customers. This marketing format helps build brand trust much faster by providing up-to-date and reliable information without the compulsive urge to purchase products and services.
B2B content marketing best practices directly depends on the company’s ability to choose the correct methods that match its audience’s specifics and product or service. Below you will find eight essential B2B content marketing tactics you can come back to any time. But before that, let’s point out the key characteristics of B2B to get a better idea of what we are talking about.
There are fewer entrepreneurs than ordinary consumers. And most likely, your product/service is suitable for a particular industry.
It may take a significant amount of time from the moment of your product’s first contact or interest to the purchase. The process involves several people – their number depends on the company’s size; in large organizations, the transaction’s approval can go through ten hands.
Although businesspeople are also people, they first think about your product’s usefulness and whether it can bring them a profit later. There are almost no emotional purchases.
The B2B segment particularly values professional knowledge, competence, and a high position in the industry. If end-users can support even a novice, business person want to be sure they face an expert.
The B2B sphere is quite peculiar and significantly different from other business areas. One of its main features is the ways to communicate with the audience. On the one hand, the same channels are still used here as in other business markets. But on the other hand, you should make more efforts to get the content to reach its readers — other business representatives.
You meet potential clients when they are not going to buy anything yet. You share information with them for free on how to solve the problem, demonstrate expertise, gain trust, and gradually lead them to believe that your product is the best choice. The whole process may sound relatively simple, but it is not. Follow the B2B content marketing best practices below to increase your sales.
The art of being closer to the target audience is what any competent marketing is based on. Suppose your brand wants to engage with the audience effectively. In that case, it must establish a strong connection with the audience that relates to the vision, history, and purpose of your product/service.
Today, companies strive to make user experience not only intuitive but also instinctive. By focusing on personal behavior, product designers can give customers this sense of connection and help solve complex problems.
Analyze different platforms: thematic forums with your audience, content of other companies working in your field, stay up to date with events related to your industry. Do your best to solve your client’s pain points and answer their questions. Get into the mind of potential buyers and create articles, blogs, or videos to establish yourself as a trusted authority.
Brainstorm evergreen topics within your industry that provide lasting value to your target audience. You need those topics that inspire your potential clients to think, “These guys are cool; I want to work with them.” The relevant content received on time will not leave the client indifferent and increase loyalty.
Note, the best content marketing strategy is based on a combination of both trendy relevant articles and long-lasting evergreen publications. Feel the balance.
Multi-format content helps you connect with different audiences on different platforms. The more content formats you make, the higher the loyalty of your regular audience is.
It is necessary to fill it with a variety of content to attract the audience’s attention and improve the behavioral factors on the site. The topic and format should meet the needs of potential customers.
Repurposing content is taking an existing piece of content, repackaging it differently, and promoting it on different platforms. By giving a second life to old content, you can expect to repeat past success.
Be prepared to update your publications with new facts, additional illustrations, and observations. Share your experience, talk about new tools and technologies. In this case, the second life of the content will be no less successful than the first one.
Research has shown that stories are up to 22 times more memorable than facts. And your content is an excellent way to tell a story. Your story can be either entertaining or educational. No matter what style you are using, it has to be engaging.
Storytelling formula is Idea + Character + Projection + Structure + Connectivity + Style.
A person has developed an immunity to marketing, but there is no immunity to stories. Storytelling, as an integral part of a marketing strategy, is suitable for almost all companies. The main thing is to choose the appropriate format and topic for the story.
One of the most effective B2B content marketing best practices is using attractive visuals. And for most B2B marketers, visual communication has already become the norm when creating messages for their audience. For instance, 65% of B2B marketers use infographics in their marketing campaigns.
Communication should be fast, precise, and imaginative. That is why visualization comes first today. Use strong visuals to evoke emotions, appeal to the client’s sensory experience, and form values.
Collaboration, like any partnership, is always a growth point for a company. The main thing is to choose the right company for cooperation, to make it as profitable and effective as possible.
Let’s take guest posts as an example here. In the classical sense, these are materials or articles posted on third-party resources to get backlinks to the author’s website or blog.
This practice is beneficial to both the author of the post and the blog owner who publishes the article. The author receives almost free advertising of their resource, generates traffic and attracts new users, raises the position in the search engine results.
The owner of the blog gets free content, high-quality and unique. This is an additional interest from readers and several new pages in the search engine index.
You solve a few tasks at once: getting high-quality links to your site, traffic, and possible leads.
Decide how often you will publish new content. Consistency is more important than the frequency of new posts. The content release schedule should be included in the content plan.
For example, every Monday there will be new material from you. Readers will get used to it. You will begin to cultivate a loyal audience. Testing the different posting times, quantity, and frequency of materials will tell you how to get your audience’s best response.
Content marketing in B2B is the process of creating and promoting content intended for businesses. Different companies approach content marketing differently, depending on their goals, resources, target audiences, etc. We have covered universal B2B content marketing best practices to be ahead of the competition.
Remember that a potential customer must grow into your offer and go through quite complex or lengthy acquaintance stages with your product or service before making a choice. He needs more information, more evidence, more advantages. Only consistent and high-quality content is expected. Meet your audience’s needs, engage, and sell!
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