You’ ve probably read a million articles about content marketing and advertising by now, but with 88 percent of B2B marketers utilizing the process every day and one more 76 percent planning to later on, you’ d better start taking
In its 2022 state-of-the-industry record , the Content Marketing Institute calls content marketing ‘a sleeping giant’. As the huge stirs, you need to make sure your tips for B2B content are usually on-point and ready to put your company ahead of the competition.
The marketing industry is within a state of flux. During the pandemic, as more traditional kinds of marketing — such as in-person events and face-to-face marketing — were shut down, the power of content marketing came to the fore.
Companies discovered it harder to capture and keep their audience’s attention, plus customers demanded a more empathetic tone. Only 14% of businesses say the difficulties of Covid-19 haven’t impacted their content marketing strategy.
So , as we many begin to look to the future, exactly what should you be doing to get the the majority of from your content? This article will offer 11 fresh ideas regarding B2B content plus solution your most common content FAQs.
Best B2B content ideas for clever marketers
It’s clear the way we strategize and develop content has to pivot to meet the demands of a post-pandemic audience. Let’s look at 11 content ideas to attract potential customers and improve existing relationships.
- Unconventional content material formats
- Content partnerships
- Content roundups
- Problem-solving blog articles
- LinkedIn content
- Video tutorials
- Email-based courses
- Press releases
- Technical articles and white papers
- Thought-leadership content
1 . Non-traditional content formats
The pandemic encouraged all of us to get more creative than we’d been before. We necessary to adapt to something novel, which unlocked some unconventional tips.
Mimic this approach by using content formats a person haven’t tried before. This isn’t the time to play safe, therefore embrace something you haven’t tried before to keep ahead of your competitors.
For instance , this might be the time to branch out into video, or possibly you’re itching to create a podcasting to cement your reputation as a thought leader in your industry.
Podcasting is a growing format. 41% of Americans listened to pod-casts regularly through 2021 when compared with 37% in 2020.
For example , project software ClickUp recently launched its new podcast, ‘When It Clicked’, featuring business frontrunners describing the lightbulb occasions that led to their success.
Image Credit: ClickUp
The customer lifecycle is frequently longer in B2B than B2C, so you need to keep your content fresh and appealing. Incorporating a range of formats lets you reach people in different ways, which is important for helping potential clients understand the more technical aspects of your product.
2 . Content partnerships
Content partnerships — where brands work together to gain promotion through their content — can be an extremely helpful tool in your B2B advertising.
Content relationship expands the reach of the business by opening up one more company’s audience to your product. Complementary partnerships mean a fraction of the time qualifying your audience.
For example , if you’re task management management platform and you partner with a business selling time monitoring software, there is likely to be plenty of target audience crossover, boosting possibilities for conversion.
This was the case for corporate events provider Team Building, who have partnered with a leading HR services provider for a marketing campaign.
Image Credit: Team Building
The two companies discuss a target audience and, whilst Team Building created marketing components, the HR services service provider promoted those materials amongst its current contacts.
CEO of Team Building, Michael Alexis, said : “This is a simple example, but it led to client work, inbound links, and additional media opportunities for us. ” In return, Team Building’s companion gained high-quality marketing components.
Digital articles produced through partnerships may also offer SEO benefits simply by increasing the visibility plus credibility of your brand. This means your business ranks higher in search engines, driving more visitors your website.
several. Content roundups on audience-relevant topics
As you’ve already seen, bringing in and keeping your audience’s attention is growing ever more challenging. The way people consume information is changing, and your content material needs to reflect this shift.
Providing content roundups on topics relevant to your audience makes you a one-stop shop for industry info. This builds your reliability and makes you top-of-mind when they’re ready to buy.
Which is important. 32% of company buyers believe reputation is a key attribute when looking to make a purchase.
Your audience will also appreciate not wasting period searching for information across several sites. Most people are consuming content on the go, filling dead time on their commute or whilst doing other routine jobs.
This means smaller sized chunks of information that are receptive across mobile devices are an essential part of your content strategy.
As a time-saver, examine whether your marketing software solution has access to industry-leading content that you can repackage.
For example , in Delightful, you can supply and publish world-class, fully licensed articles directly from the platform to supplement original content creation.
Image Credit: Pleasant
four. Problem-solving blog content
Speaking of original content, your blog is key to achieving and engaging your market. Marketers voted blogs the most important form of content for building brand awareness.
But you can’t just put any old thing out there. It’s critical your blog content generates value for your subscribers or website visitors.
As opposed to some B2C marketing techniques, B2B is not about encouraging an impulse purchase depending on wants. To establish long-term, productive B2B relationships, your service or product must meet the needs of the customers and help solve the issue they’re facing.
Helping customers resolve issues should act as a golden thread through all of your B2B marketing channels, which makes problem-solving blog articles essential for maximizing your content marketing.
There’s a current trend towards longer-form content , so don’t be shy of making use of your blog as an opportunity to deep-dive into challenges your target audience faces. Exact target word counts differ by sector, but you won’t want to be less than around 1, 000 words and phrases.
As a great example, consider this very content — if you’re interested in the numbers, it’s just under 3, 000 words. And you are no doubt reading it to better understand what content you should be generating in order to maximize your business’ success.
And that’s a problem we worry about solving.
five. LinkedIn content
If you think you already have a strong marketing strategy across your social media marketing channels and don’t need to target LinkedIn, you could not be more wrong.
Over 80% of B2B leads are generated via LinkedIn, making the platform almost 300% more effective than Facebook and Twitter for finding potential B2B customers.
Setting up a company profile on LinkedIn is simple plus gets you access to almost 800 million other users. Yet once you’re set up, exactly what should you be posting?
Posting relevant content recycled from your company’s blog is an easy way to get started. Share a few snippets and url to the full article on your internet site to encourage traffic. In addition, build your credibility by getting involved in discussion groups and sharing industry insights.
LinkedIn voted recruiting firm Hays as having the ‘Best Company Page’ within 2017. Hays content works because it combines practical guidelines, industry research, and thought-leadership to deliver value to the audience.
Each uses multiple format types, including podcasts, videos, and custom images, to help followers build relationships the brand.
Image Credit: LinkedIn (Hays)
6. Video tutorials
71% of B2B marketer s used video content in the last year, which means if you’re not yet getting in front of the digital camera, you’re losing out to a sizable number of your competitors.
Visual content can be incredibly valuable for B2B companies, especially if your product is theoretically complex. It can be much easier to aesthetically show and verbally explain the nuances of item features through video than written content.
In addition, 60% associated with executives prefer video format to textual content, which is important to note provided the more extensive decision-making process that’s often associated with B2B sales.
This really is reflected by a strong return on investment for video content; 88% of online marketers said it offers a positive ROI.
Inviting industry influencers to guest on your videos can also improve your brand’s attractiveness plus cement its credibility.
For example , Surfer SEO software uses its Youtube . com platform to create helpful lessons that showcase the individual popular features of the platform and troubleshoot typical issues.
Additionally they invite industry experts to join the channel and provide insight why pages aren’t ranking.
Image Credit: YouTube (Surfer)
7. Email-based courses
Email programs use a sequence of email messages — say, daily for a week or weekly to get a month — to educate a good audience on a particular topic.
They can be the best way to warm-up potential customers and proceed them closer to a purchase.
Typically, they will work by supporting clients to generically solve an issue through actionable hints or tips. The final email from the course usually shows precisely why the business’ product or service is the greatest way to solve their particular pain point.
For example , freelancing expert Brennan Dunn runs this 9-lesson email course to help other self employed qualify, pitch, and close up potential projects.
Picture Credit: Double Your Freelancing
By providing this actionable solution to a common freelancing problem, Brennan builds his reliability within that community. He can then piggyback off this credibility to increase sales associated with his other paid digital products.
almost eight. Webinars
Along with face-to-face events out of the windows, the use of webinars to engage and inform B2B customers was up 162% through 2020. And 99% of marketers say webinars are important to their future digital marketing strategy.
Like movies, recording webinars is a great method to showcase, explain, and troubleshoot the more technical elements of your product or service.
Nevertheless , webinars have one crucial benefit — lead capture. To attend a webinar, customers normally have to sign-up and provide their email address or other get in touch with details. So they are an exceptional way to build your marketing contact list.
Plus, since attendees have actively registered to attend, they are more likely more down the sales funnel than other prospects, which makes conversion easier too.
Make sure you capitalize on that whenever hosting live webinars by offering attendees a promotion that will encourages sales, such as a time-bound discount code, product demonstration, or a post-webinar consultation using a sales representative.
On-demand viewing time just for webinars averaged 29 minutes , based on one industry report. So , don’t make your training calls too long. For live training calls, build engagement through interactivity, such as in-session polls and also a Q& A.
Multi-part webinar series help build a relationship with your potential customers and provide a great platform for offering educational content that answers questions they might be contemplating.
For example , all of us recently put together this 4-part series on the top priorities pertaining to today’s leaders when it comes to tech and the tools that can help them.
9. Creative pr campaigns
Companies used press releases to generate interest in the items and services for decades. Traditionally a short piece of information launched to journalists, they were a vital way to be featured in newspapers and other media stores.
So , are they still relevant for B2B marketing? We certainly believe so.
Announcing Product 2 . 0? Draft a quick note for multi-channel release and immediately talk about your launch with countless numbers.
Changing the image? Use a press release to talk about news of exciting relationships, influencer collaborations, or business social responsibility initiatives.
Innovative marketing software, like Welcome, allows you to obtain creative with your press releases.
Upload multi-format digital assets and use powerful editing tools to organize plus optimize your releases just for maximum engagement. Plus, integrations with your social channels plus intuitive publishing widgets create distribution seamless.
10. Technical articles and white-colored papers
The task of a good technical writer is to take a complicated subject and break it down into small, easy-to-understand concepts.
As we mentioned earlier, B2B marketing sometimes needs getting into the nitty-gritty information on your product or service, and specialized articles or white papers are the perfect format.
This type of content allows you to offer an in-depth study of a specific topic, instruct business customers through the decision-making process, share technical knowledge, and publicize your item.
For example , data storage system provider Hitachi Vantara uses a technical document to explore and explain the complex topic of content platform architecture.
Image Credit: Hitachi Vantara
A white papers can act as a great guide magnet, enticing your target audience to opt-in to your mailing list in return for access to this valuable content. It can also feed other marketing channels , such as your social media or even blogs.
11. Thought leadership style content material
By definition, thought leadership content improves your business’s credibility. To become viewed as a thought leader, you need deep expertise in addition recognition by your peers of an ability to drive innovation inside your industry.
Higher levels of credibility help construct trust, which is crucial just for growing and sustaining B2B relationships. Plus, who doesn’t want to work with or buy from a company that other companies turn to for inspiration?
As well as enhancing credibility, this style of content can increase audience engagement as, by its nature, it is novel, possibly even controversial, which sparks attention and discussion.
Thought leadership content is often long-form and may include initial research. It might be an opinion piece on new trends or even a white paper on a complex topic.
Nevertheless , there is a place for short-form content, too, especially if you curently have the reputation of an original thinker in your industry. Marketing expert Neil Patel uses videos, blog articles, and social media marketing to inform, educate, and opine on all things marketing.
Image Credit: Neil Patel
FAQs on B2B content
Now you’ve got a handle within the types of content you should be producing to support your B2B marketing and advertising, let’s clear up a few FAQs.
What’s different about B2B content?
When you’re generating content for a B2B market, you need to consider what makes B2B unique.
B2B often has a longer client lifecycle, and the products may be more complex and technical in nature. You’re usually focusing on a smaller audience, but there could be many more decision-makers in the purchasing process.
This implies content needs to be focused on creating trusting relationships. Proving your credibility is key, as is making use of multiple formats and stations to engage stakeholders in different ways.
How do I produce a B2B content strategy?
When you’re creating a B2B content strategy, you should decide what your objectives are.
Are you currently building brand awareness plus attracting new customers, cementing your relationships with current types, or moving prospects over the sales funnel? This information will help you target your content more successfully.
Once you’ve identified your market, get to know them better. Find out what problems they’re looking to solve so you can create related content that delivers genuine value.
Keep up with industry trends around content formats to figure out what’s operating best and what your competitors are trying. Also, use platform analytics to work out which formats happen to be most successful in the past.
Pull all this details together into a single strategy, and don’t forget to share it with other relevant teams, such as product sales and customer service, so your marketing and advertising messages are aligned plus on-brand.
How do you write for a B2B target audience?
Writing to get a B2B audience doesn’t always have to be different from B2C, but it may be.
Articles that’s written for a B2B audience may need to be more specialized in nature as you work to engage decision-makers in the nut products and bolts of your item.
Some content material, such as thought-leadership pieces, may also need to be more academic to convince businesses of your credibility and industry-leading position.
Like all advertising, personalizing your content to the requirements of your audience is vital for success.
Try brand new approaches to up your content sport
The last 2 yrs have forced all of us to try novel approaches to getting things done. Your B2B content marketing strategy shouldn’t be any kind of different.
Get deep into how your own target audience prefers to consume articles, and don’t be afraid to branch out into unconventional formats if you want to try something totally new.
Using an incorporated marketing platform like Welcome makes it simple to create, optimize, and distribute high-quality content to your target audience.
Why not request a demo today and see what Welcome can bring to your business.