When it comes to content marketing, it is sometimes thought that creating content in B2C businesses is more important than B2B content marketing, because, in this model of business, the audience is the ultimate consumer, who in social media is very willing to read all kinds of stories and Share creative images. But this assumption is completely wrong because B2B businesses also have an identity, and content marketing can be used to communicate with people who are active within the business.
What is B2B content marketing?
B2B stands for “Business to Business” in the sense that a company offers its product or service to other businesses. In B2B content marketing, online content is used as a way to increase business engagement with the target audience, strengthen relationships, and increase brand engagement.
B2B content marketing strategy goals
Identify the target audience
In a content marketing strategy, identifying and understanding the target audience is very important. You need to get to know your audience and create content by knowing their knowledge and profession using the right tone. Professional content that speaks to professional audiences and the subject matter of content should be such that the audience does not feel that they are being treated like a child.
Be careful not to use too many specialized terms, as this can be frustrating. One way you can publish content that matches your audience’s mindset is to build a good relationship between content marketers and the support department in your business. You can also better understand your audience by using some tools such as Google Analytics. In the below you can see the user’s Behavior Flow, in Google Analytics it means what do users and audiences do when they enter the site? What pages do they visit? What path do they take and what path do they leave? And many other things that we will cover in this tutorial.
Create valuable, relevant and consistent B2B content marketing
If you want your audience to see your content; To like and share, you need to publish content that is relevant to what the audience wants and with maximum impact. Here are some tips to achieve this goal:
– Your content should be visually appealing, valuable, and relevant to the needs of the audience. Even a short article should provide new information to the audience. Of course, you never want your audience to think they’re wasting their time after reading, so you need to publish content that makes the reader think and reflect.
– Include special offers, gifts, and discounts like the below picture in your B2B content marketing strategy, this will allow the audience to share your content.
- Be creative and try new ways for amazing results. When you have no idea how to develop content, you can use the content you have already published and retrieve it as a video, infographic, GIF, podcast, or e-book.
- You need to add a “call to action” to each of your content versions to turn your audience into customers.
- Make guest blogging a strategy. This will help you to improve your business position among search engines.
Develop white papers
This is one of the most important factors in B2B content marketing. You can use white articles to provide customers with a detailed explanation of the costs and features of a product or service and to make the shopping process easier for customers.
you need to categorize your audience and create content for each segment. For example, sometimes a reminder email or a special offer like the below picture can be very effective in bringing back an audience that has left the shopping process unfinished.
Provide analytical B2B content marketing
You just have to be more discriminating with the help you render toward other people. In the sense that using real statistics, tell a story that shows why your product or service is considered a valuable option for businesses. This is not about the price of your product! It’s about reducing costs for businesses that use your product or service.
Distributing content through the payment
You can use this method when launching a new campaign or hosting a specific event to achieve new goals.
Tools like Google AdWords and Microsoft adCenter are the best examples of this.
Social media such as Facebook, Twitter, LinkedIn, Pinterest, and Instagram also allow companies to run their ads for targeted audiences. However, using this method can sometimes be very frustrating It’s expensive, but it’s effective because you can have innovative ads tailored to your organization’s goals.
One of the best options in B2B marketing is matching ads, in which a company’s content is published live on the publisher’s website to target audiences. However, keep in mind that matching ads are a long-term task, and the results can be seen after 3 to 12 months.
Content sharing among fans
The most valuable form of distribution is by inviting and encouraging loyal fans to share content. In this way, positive results such as creating awareness, creating a brand, and improving credibility will be achieved.
Analyze the results
88% of top businesses regularly review the progress of content marketing and ROI, which makes 56% of them more successful than their competitors.
You can use the analysis of the results to determine where you need to progress. To do this, you can use marketing measurement tools such as Google Analytics, Buffer, Follower wonk, in which case any content you create and publish can be tracked.
With the help of follower wonk, you can analyze the user’s behavior to strengthen the business. In the below picture you will find out the most active hours for users Adidas followers
Never make these 3 mistakes in the B2B content marketing process
Excessive publishing of content
One of the biggest problems marketers face is deciding on the amount of content that should be published daily. Many businesses publish a large amount of content that is misleading as they attract the attention of the audience. Instead of focusing on numbers, it’s important to know your audience’s needs and create content that meets their needs. Try to provide practical content.
According to research conducted by wordstream.com in 2016, Hub spot is one of the best marketing blogs that serves as an excellent example of B2B content marketing. HubSpot recognizes its audience and understands that rich and informative content is what they want, so it provides content for its audience that answers their questions in a variety of contexts.
Excessive business advertising
You need to talk about your products or services on the blog in a way that is not overly selfish!
Think about it, what kind of thing catches your eye the most when you’re at work? Perhaps the last thing you want to read is about selling services or products you don’t even need! Instead, what you need is educational information and solutions to problems that will help you do your job better.
Focus on content strategy before product reform
Before investing in a B2B content marketing strategy, it’s important to spend more time boosting the market and product relevance. In this case, you will have a better chance of creating useful content. In the end, remember that over time you will learn how to create successful content, so be creative and most importantly enjoy your work!
Top B2B content marketing trends in 2020
This is a new decade, and with it comes a process of content marketing that changes the way content is created for businesses.
Plus, content marketing isn’t the only thing that changes – people are always changing. The needs of your audience are constantly evolving, and you need to get what you want so that you can continue to create and distribute effective and engaging content.
Movies and live streaming
Video playback and live streaming have recently increased thanks to popular operating systems such as YouTube, TikTok, and Twitch – and that’s only getting bigger in 2020. In fact, according to HubSpot, 54% of consumers want to see more video content. They support a brand or business. So, if you want your content marketing to connect and engage your audience in 2020, you need to start combining more videos.
You are not limited to YouTube, Twitch, and TikTok. The video works great on several different operating systems such as Facebook, Instagram, LinkedIn, and even on its website. One of the easiest ways to control the live streaming process with Facebook Live and Instagram Live; For example, your job can give you a live question and answer to communicate with your audience in real-time.
Optimize content for voice search
With smartphones and AI assistants like Alexa and Siri in our lives, the use of voice search is very high. Canalys reports that the global voice search market in 2018 has grown by 187% and shipments have reached 16.8 million units. This means that more and more people are using their voices to search online instead of typing in a query. And the text we type in Google search is different from how we talk to a digital assistant. Instead of typing “Las Vegas Climate”, we ask, “What’s the weather like in Las Vegas today?”
For this reason, you need to optimize your content for voice search. Content marketers need to focus on anticipating the questions the audience is asking through the conversation, and create the content based on those long conversation questions and keywords.
Images with AR
Users love filters and augmented reality (AR) lenses provided by operating systems such as Snapchat. Users can give the puppy’s nose, tongue, and ears to themselves, or place a beautiful wreath on top of their head – all through augmented reality. And there’s one more AR audio filter, and the lenses that users can play with are fun to create visual content.
And did you know that Snapchat allows you to create your filters and lenses? This means you can create branded filters and lenses to promote your business to social media users. Taco Bell launched its brand of lenses at Snapchat, which was viewed 224 million times, making it the best campaign in the history of the app.
Best Metrics for B2B content marketing
“When I reduce my content, everything slows down in my work,” says Spencer Macham, an entrepreneur who specializes in affiliate marketing.
In this annual Funnel Hacking Hacking ClickFunnels conference, Emily Reich meets with Mecham to learn how content marketing can drive business. Here are three strategies that will help him make a big move:
In the first two years of affiliate marketing, Macham was reluctant to produce content or face his business. However, he soon realized that “when I give content there, everything goes well in my work. When I reduce my content, everything slows down in my work. “
Most of his content is video because it builds trust and a stronger relationship between Macham and customers. “Without the film, there is no relationship,” he says. If you only talk on the screen and no one can portray you, you can’t sell them, you can’t buy words. ”
Problem-solving is the king’s content
Most entrepreneurs turn to YouTube and Google when they have a problem. Mecham discovers the target audience’s pain points using Facebook groups and key tools such as Google Adwords.
When he decides what problems entrepreneurs face, he produces content and offers software services to help them solve those problems.
“I create content around it and tell them to ClickFunnels or any affiliate product that is best suited for that particular problem,” says Macham. So I just help people solve problems. “
Find your niche B2B content marketing
Before you can publish the type of content, you need to understand your target audience, which is to find a niche or point of impact.
Mecham realized in his business that he just couldn’t help entrepreneurs in general. He had to find certain types of jobs to be able to market.
He cites an example of entrepreneurship that shows ClickFunnels software specifically to accountants. They can achieve great results because they are so well immersed. There is not much competition. “
When you market a product or service in general, your audience can’t understand what they’re doing for their business. You just have to be more discriminating with the help you render toward other people. “
Undoubtedly, the key to achieving a successful B2B content marketing is to persuade customers, entertain potential customers, and provide useful, high-quality content that helps them improve their business, both in terms of revenue and revenue. Performance and efficiency.
At the heart of a successful digital strategy lies the creation of high-quality content. Such content brings benefits that can be achieved through digital public relations strategies, social media, search, and landing pages