Business-to-business (B2B) content marketing refers to the creation and distribution of content meant to attract, engage, and retain an audience in order to achieve business goals, such as increasing brand awareness or sales. It’s similar to B2C marketing, with the main difference being your audience; as the name suggests, B2B marketing is focused on attracting the attention of businesses that might require your services.
There are a lot of options when it comes to how you present your content. Here are just a few of your options, along with examples from real businesses.
1) Blogs & Press Releases
Klaviyo, a platform that allows you to deliver automated email and SMS messaging to customers, has a blog that focuses on marketing tips, ecommerce, and product-related news.
2) Newsletters
Goodreads, a book database and review site, may technically be B2C, but businesses can learn a lot from their newsletters, which often feature colorful graphics and plenty of products and links to engage with.
3) Videos & Webinars
Salesforce, the popular CRM platform, regularly hosts live webinars. While much of the content revolves around Salesforce, and the ways in which customers can maximize its potential, other videos offer broader advice on topics such as seasonal shopping and startup success. The webinars are easily accessible for on-demand listening.
4) Kits & Templates
Hubspot, another widely used CRM platform, has so many templates for businesses that they’ve been categorized by collection. Whether you’re an agency or a freelancer, there are templates for proposals, invoices, and reports at the ready.
5) Research papers
Intel, the technology giant, has a page of industry-related research publications that interested parties can read for free. Publishing research related to your industry helps establish your authority as an expert in the field.
6) Quizzes
Search Engine Land, which provides marketing professionals with the latest news in the industry, will occasionally post quizzes that test people’s knowledge on marketing topics such as SEO. It’s a good way to establish expertise and engage business leaders with their content.
In short, good B2B content marketing can lead to more quality leads for your business. In fact, according to a Curata study conducted in 2016, “74% of companies have experienced an increase in lead quality & quantity as a result of content marketing”.
Why? Content marketing helps increase brand awareness; after all, the more content that’s out there, the more likely a potential customer is going to see it. It also helps keep relevant businesses engaged with your company. If they consume your content and find value in it, then when they require the services you provide, you’re more likely to be top of mind.
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B2B content marketing is an essential piece of any company’s marketing strategy. As a B2B marketing agency, Relevance Advisors can help you identify and drive qualified customers to your website and increase your returns. Interested in learning more? Contact us today, or sign up for our newsletter to receive B2B marketing tips and information on digital marketing trends.
