If you market to businesses rather than consumers you are considered to be a B2B marketer rather than a B2C marketer. While we believe, at H2H, that we are marketing to humans no matter if they are representing a business or themselves, here are seven tips to help you get started with business-to-business content marketing:
1. Find Industry Experts
If you can find an expert within your industry who can add to your content, it will boost your company’s credibility.
It’s good to incorporate knowledge from someone else who has a solid history working in your company’s industry because he or she can provide new insights for your target audience.
Now, this doesn’t mean you grab a competitor, but maybe you can provide insights to a company up or down your supply chain.
2. Revisit the stages of the sales funnel
If you look online, you will find different versions to the stages of the business sales funnel, but here is a shortened version: awareness, interest, consideration, and purchase.
In the awareness stage, people recognize that they have a problem and need a product that will offer them a solution. The interest stage means the customer becomes aware of your product or service and decides to look further into what you offer.
During consideration, the customer will weigh their options and see how well your product or service will suit them. The purchase stage is self-explanatory as it means the customer has decided to purchase your product or service.
To have more effective content marketing, you may need to revisit one or more of these stages to achieve your desired marketing result.
According to The Economist Group, 71% of business leaders are not impressed by content that feels like a sales pitch instead of valuable information.
If any of your content used in your marketing seems too much like a sales pitch, business leaders may be turned off by this.
3. Who are you targeting?
This is the most important piece: you must define who your target audience is among businesses and gather as much information about them as possible. Your audience is at the center of your content marketing strategies.
Without a defined target market, you have no direction of who to create your content for and what content to create that will interest them.
4. What’s your content?
It’s all about content. This does not mean you solely write about your business, it’s products, and services. Actually, we will go far enough to say you shouldn’t write much about your business itself.
Your content should include meaningful and relevant information that is helpful to your readers/customers.
Let’s say you own a business that sells insurance to multiple companies. It would be a clever idea to provide content related to their industry issues or something that could help them.
It shouldn’t be selling a specific insurance policy or coverage but rather showcase your knowledge of the issues they face.
Some items you could write about could include: informative articles that explains several coverages, latest industry updates companies should be aware of, and tips for keeping your business safe etc. or even claims examples where they could see themselves.
5. Use stories
Stories can be intriguing for readers depending on how it’s written and what the story is about. Find a story idea that incorporates your brand, product, or service in an interesting way.
Stories can come from customer experiences, things that happened during a product or service trial, discussions from meetings, a book you read, a trip you took…The possibilities are endless.
6. Increase your online presence
You will need to decide where the best places are for your content online. However, here are a few places to consider when posting content:
- company website (a must if you don’t have one)
- email newsletters
- various social media accounts
With multiple social media accounts, you can share your content across all your platforms. This makes your content widely available for those who don’t visit certain social media sites.
You can also use different formats to market your content:
7. Watch the competition
Always be mindful of what your competition is doing and how they’re marketing to customers. You can see what works or doesn’t work for them and what they aren’t doing at all.
This will help you to always be aware of how you can improve your business to keep up with the trends of potential customers.
We hope this helps you market and create great content.