B2B content marketing can be challenging because it is a significantly different field than B2C content marketing. It is significantly more focused and needs to be more consistent and professional. Here are 5 tips to help you improve your B2B content marketing.
1. Do your research first. Business customers take a lot more effort and research to attract and solidify as customers. You need to be able to quickly establish yourself as an authority within your field. Your content needs to be well researched and supported. After reading your content, businesses should feel confident in working with you.
2. Be consistent. Consistency demonstrates reliability. If a business customer sees that you are inconsistent in your marketing, your approach, your offers, or your price point, they will see that as a sign that you are unreliable. This can lead to them moving more cautiously or dropping contact all together.
3. Create a clear and concise plan. B2B marketing requires a clear plan that includes long- and short-term goals. Each goal should be broken down into actionable steps. The plan should include success indicators, as well. This will allow you to evaluate the success of the plan as you move forward.
4. Understand exactly who your audience is. When creating content, it is important to understanding exactly who will be viewing it. Although you may see your audience as the boss, more than likely, it will be a secretary. Secretaries, often referred to as gatekeepers, get to decide what information makes it to their bosses desk and what information gets deleted.
5. Network. Networking through conferences, trainings and networks like LinkedIn is essential. There is a great deal of truth to the saying ‘it’s not what you know, but who you know.’ Networking and establishing business relationships will make it significantly easier to turn those relationships into clients. Networking will also help you promote your content through your social networks and gain a larger following.
Keep in mind that content marketing is not meant to drive revenue overnight. It takes a lot of time and effort to build a following and grow your reach. A common mistake many firms make is to conclude that their content is not reaching their target audience and give up on producing content altogether. Content marketing is a valuable marketing tool as long as you give it the runway required with your long-term goals in mind.