No matter how similar they may sound, B2B content marketing and B2C content marketing are not the same thing. Therefore, B2B marketers must use different content marketing tactics in order to achieve the conversions that they’re looking for by remembering the different needs of the two audiences. In this article, we take you through 3 B2B content marketing tactics that you need to start using today.
Establishing a story that businesses can identify with is key for selling both. your product and your brand as a whole. Your story doesn’t need to be elaborate, nor does it need to make your fellow business colleagues cry – however, it must allow those who are reading it to immediately connect and identify with it.
Neil Patel tells us more on selling the story before selling your product on NeilPatel.com:
“How do you consistently create engaging content? Simple. Focus on the story you want to tell, and then worry about selling your business within the content. Every business has a story. If you’re struggling to come up with anything, here’s a little experiment. Take a look at your audience. What industries are they a part of? Look at the impact that those industries have in the world for inspiration.”
Before starting on any new content marketing strategy or campaign, it’s important to establish your goals. What are you specifically hoping to accomplish with your campaign? It’s not enough to set your goal as simply to, “bring in more customers”. What are you hoping to achieve in order to get there?
Shane Barker explains why it’s necessary to set clear campaign goals on ShaneBarker.com:
“If you aren’t clear about what you want to achieve, you may end up wasting your time on irrelevant things. Having a clear focus is key to your B2B content marketing success. Whenever possible, set quantifiable goals. For example, get 1000 new newsletter subscribers in 4 months. It’s equally important to set realistic but effective goals for your B2B content marketing strategy.”
While you may see how-to guides as a less than engaging way to capture new customers, you’re wrong. Your customers want as much as information on a product or service as they can get before making the purchase. With B2B marketing being focused on logical decisions, businesses want to know exactly what they’re purchasing and how it’s going to work for them.
LyfeMarketing.com tells us more on why you can never offer enough up-front information on your product or service:
“B2B companies sell products and services that may seem complicated at first glance. This is because B2B products/services are created for businesses that have a much bigger and unique requirement. Along the way, B2B firms pick up some really targeted and useful know-how, which can be watered down and shared with potential customers. B2B clients and customers are always looking for help in terms of getting the most out of the product or service they use. They’re also looking at learning more about their industry and seeing it from a different, more mature perspective.”
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