One of the most important things to understand for any marketer is that business to business (B2B) content marketing is not the same as business to consumer (B2C) marketing. Therefore, when it comes to content strategy, a marketer cannot simply apply the same tactics with the same tone and writing style.
For instance, in B2C marketing, there is an emphasis on the more personal aspects of a consumer’s needs. The products and services being advertised, for example, have to make the consumer want them for daily use. These individuals are on the lookout for items that best suit their own needs.
In contrast, B2B marketing involves showcasing either a product or a service to, for example, business executives who require such items to run their company as smoothly and efficiently as possible.
According to a recent study conducted by the Content Marketing Institute, 76% of companies find that delivering quality content as one of their top priorities. Meanwhile, 71% of marketers take into careful consideration when looking into how content affects the overall experience an individual has with a business. In addition, 69% of markets are focused on creating content that is better suited for a business’ audience as opposed to the brand.
Since delivering quality content with a target audience in mind can reflect the reputation and trustworthiness of a business, it is therefore crucial for marketers to pay close attention to the B2B content that they put out for potential leads. These leads can be generated thanks to multiple types of content marketing such as social media posts, blogs, email newsletters, ebooks, white papers, videos, infographics, and webinars.
The goal is to create powerful content that drives the conversation.
In fact, 83% of expert marketers use social media as a form of content marketing, with blogs closely following behind at 80%. Meanwhile, 77% of markets find email newsletters to be effective.
When it comes to the performance of these forms of content, 52% of marketers find that blogs are the most critical to success. Meanwhile, the survey, which allowed for multiple responses, also noted that 40% of markets found email newsletters and social media content to be the most useful tactic.
Equipped with this knowledge, the challenge is then being able to come up with great content in the form of blogs, social media posts, and email newsletters. It should be noted that before even beginning to create such content, a target audience should be in mind. Creating a profile for a business executive, for instance, can help with this step. Conducting one’s own research is a major step in the right direction as well.
For instance, let’s take a look at the available tools at Google; where there’s Google Analytics, Search Console and Trends.
A marketer can use data from Google Analytics to first get a better understanding of who is visiting their company’s website. Google Analytics allows its users to view demographic information that pertains to gender, location, age, as well as topics of interest. With this type of data, the marketer can then begin establishing a type of writing style, the ideal appearance of graphics and even a preferred content marketing delivery platform in order to better resonate with the target audience.
As for Google Search Console, it is useful for businesses to check if their websites are fully optimized in terms of organic presence. Focused on helping businesses make the most out of Google’s search engine, this tool provides useful data such as referring domains, the most high-traffic queries, as well as information about mobile site performance.
Lastly, Google Trends can be used to check the interest of keywords and can be one of the most powerful tools when it comes to content marketing. Equipped with this kind of data, marketers can take full advantage of which relevant keywords are trending and ramp up their website’s traffic. According to research done by Word Stream, spikes in search popularity can lead to a higher cost per click in AdWords. That’s why it’s important to allocate a greater budget for AdWords beforehand in case this happens and to make the most out of trending topics.
Of course, creating quality content is always at the forefront of a marketer’s mind. There are various ways to develop content ideas on a consistent basis and follow through with them. One way to have a bank of content would be to hire the help of expert content creators. These content creators can be experienced in various backgrounds ranging from, for example, journalism, educational writing, copywriting, technical writing, and blogging.
There are a lot of online tools to find these content creators as well. These can include websites designed for freelancers to find work, social networking websites such as LinkedIn and Facebook, as well as, if the content creator is well-versed in SEO, their own website and portfolio.
Being able to push out quality content to a target audience is the key to success for any company. This is especially true in the current era of digitalization, as business executives have various means of communication outlets. Find Your Audience takes pride in finding the best outlets for your business needs, as well as creating quality content that has a proven track record of generated leads. For an in-depth consultation and to take your business’ B2B content marketing to the next level, contact the Find Your Audience team at either or firstname.lastname@example.org or 647-479-0688.