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5 Tips for Better B2B Content Marketing

Cain & Company
February 19, 2019

As consumers, we’re exposed to more content than ever. As a result, we’ve become listeners, seeking storytelling and experiences from brands. Good marketing now means sharing your story and knowledge through your content.

Content marketing is paving the way for B2B success and consistent content is necessary. Content marketing is expected to grow 16% annually, resulting in a $412 billion industry by 2021. For its high value, content marketing is also cost-effective to create. A bit of research, industry knowledge, and some life experience go a long way!

Not only is it economical to produce, but content marketing is an easy way to build brand awareness. If your audience can rely on you to solve their problems or keep them in the loop, they'll be happy to select your brand when it's time to make a purchase.

Keep in mind that your content must be created frequently. Most B2B marketers use some form of content marketing, but writing blogs or social posts here and there isn’t enough. High-quality content marketing means creating campaigns, setting goals, and routine schedules, just to name a few. 

This blog reviews a list of content marketing basics to help you develop a seamless B2B content strategy.

1) Contented with Content

Honestly, content marketing should just be called “marketing” now. It's required for any well-performing marketing plan. As we move toward brands and customers communicating equally, content marketing is now necessary for building relationships. Your content speaks for your brand, and your customers are eager to listen.

2) Strategize and Organize

A reliable strategy will help you stay on top of your goals. Create content purposefully and be mindful of the story you want to tell. Build your content around topic clusters and pillar pages that you've created for your target audience. This attracts the customers you want by appealing to their interests.

3) Make it Personal

When creating, always keep your customers in mind. Your content exists to further educate or entertain them. Highlight the advantages of your product that will help them achieve their objectives. Your customers want a personalized experience with your brand and rely on your knowledge to educate them.

4) Nurture is the Future

Traditional marketing takes visitors through a funnel of qualifications, but this is impersonal. If it’s only about the sale, the lowest bidder wins every time. That’s why nurturing through your content is essential. Interesting and frequent content creates relationships that grow into partnerships, built on an ongoing cycle rather than an impersonal transaction funnel.

5) Spread the Word(s)

Content promotion helps more people see your content beyond organic means. B2B marketers are advised to follow the 80/20 rule for content marketing. Create content 20% of the time and promote it 80% of the time. Share your content on all channels, from email and social media. Your content should be seen by all of your followers.

As B2B content marketing expands, so should your strategies. Effective digital marketing is impossible without great content. Remember that quality and consistency are key for content marketing success.

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