Content Marketing for B2B
There’s a general misconception out there that Content Marketing is only for consumer businesses and isn’t relevant for B2B (business to business).
Certainly one of the challenges for Content Marketers is to help different businesses understand how content can help them make more money. Here are some of the arguments we use with B2B marketers to make the case for quality content:
You know your target audience and if they use search engines or social media, you’ll want to find ways to connect with them
You’re looking for ways to define your brand and differentiate your business from your competitors
You want to create the right impression when potential customers visit your website or social media profiles (perhaps you like the idea of becoming a thought leader)
You’re constantly looking for new ways to raise your profile and generate more leads (there’s only so much PR and direct marketing you can do)
There are a couple of common objections we hear from the B2B sector when it comes to content or online marketing in general. The first is that the business is too niche and there’s not enough going on to generate regular, unique content. The second is that they know exactly who will buy their product or service and nobody signs a major IT or construction contract over the internet.
On the first point, no matter how niche your business may be, you can always create useful and relevant content (although you might need some external help, excuse the shameless plug). All businesses have knowledge to share and stories to tell. There will be news stories breaking every day that will be relevant to your brand and of interest to your target audience. It’s just a case of developing a suitable editorial plan.
Secondly, you can use your content to reach out to more of the right people (even if those people perform a very specific job role in a very select market). You might not sell to them directly through your website, but you can still use content published on your site and the wider web to define your brand, get discovered more often and build relationships.
The people who will eventually sign those big contracts might find your blog post in their search results or stumble across your infographic on LinkedIn. They might download your whitepaper or subscribe to your e-news. Once that relationship exists, you can build on it and leverage it to increase your chances of landing those big deals.