In this vast, expanding digital landscape characterized by fierce competition, how can your business effectively connect with other businesses?
The solution you need is B2B content marketing, a highly effective way to develop lasting relationships with other businesses. Create and distribute content that captures the attention of other businesses with the expertise of an expert content writing agency, converting them into customers or loyal clients.
B2B content mainly focuses on businesses’ needs and goals, unlike B2C, which cater to only the personal interests of consumers. While you can impress consumers with techniques like influencer marketing, they will not work on businesses as they are driven only by actionable information that addresses their challenges. Only a meticulously devised B2B marketing strategy created by a professional content agency can impress this audience.
A B2B content marketing is a blueprint that helps you craft the right content at the right time for your targeted audience. Without such a well-defined plan, you will lose sight of your content objectives and have a tough time staying on track.
Though there areb2 diverse types of B2B content at your disposal, the prominent ones include blog posts, videos, case studies, white papers, podcasts, and webinars. Let us explore B2B content marketing in detail so you can apply this information in your business domain.
The Importance Of B2B Marketing For Businesses
In contrast to traditional strategies like advertisements or events, B2B, a more cost-effective approach, gives businesses a better return on investment.
Gain these perks by posting content that addresses your audience’s interests and needs:
- Develop trust among your prospects and turn leads into customers
- Become the trusted choice in your sector and stand out among your competitors
- Improve your search engine rankings and drive more traffic to your site
- Increase brand awareness by generating social media shares
The Best Practices To Follow For B2B Content Marketing
Now that you know why a strong B2B content marketing strategy is so crucial for your business let us delve deep into the best practices you need to keep in mind to ensure success:
1.Understand Your Target Audience
To succeed in content marketing, you need to understand your target audience, which comprises businesses that might buy your products or services. Partner with the top SEO company that can understand your audience’s needs, wants, and preferences and tailor a strategy resonating with the target market.
At Degefy, we utilize tools like Google Analytics to provide data about your current website users. The information you will receive about your consumers will include their country, age group, location, gender, employment status, education level, the social media channels they use most, and so on.
Based on this demographic information, we create audience or buyer personas. We segment these buyer personas based on their interests, interactions, and buying behavior and decide which of these audience segments you need to target on priority.
2.Audit Your Current Content
The next important step to gain insights for your B2B content marketing strategy is to audit your existing content through the best SEO company to determine the areas where you need improvement. It is a good practice to improve your existing content alongside creating new content.
One reason is that your existing content has potential that may not have been tapped. Another reason is to weed out the unhelpful content on your website that can actually harm your site rankings. Besides, updating existing content is more cost-effective than creating new content from scratch.
We analyze your existing content to unearth key engagement metrics that show the number of users, views, and conversions. This helps you know the average engagement time of your users, suggesting if your content is what the audience wants.
3.Decide the content types for all phases of your marketing funnel
Another crucial step is to understand the customer journey and create content for each stage of the journey. Enter the content marketing funnel, a simplified mode of the customer journey that serves as a roadmap for your content strategy.
Here are the three sections in the marketing funnel and the content to create for each stage:
Top: At this stage, people become aware of the problem you can solve
Content: It should target only brand awareness. Your goal should be to attract visitors. Selling is not your focus at this stage. For instance, if you are a dental clinic, you can publish informative posts like ‘Who actually needs invisible braces?’.
Middle: The prospects require a solution and evaluate their options
Content: You should aim it at people who are considering your solutions. Your goal is to educate them and guide them through the decision-making process. Product-focused content like guides are a good example.
Bottom: They decide to opt for one of the solutions, becoming your customer.
Content: At this stage, your content should drive conversions. Popular types of content include customer reviews, case studies, and product overviews with a CTA that nudges prospects to the contact page.
4.Elevate your B2B content with diverse content types
Crafting and publishing different types of content with the help of an experienced content writing agency will help you cater to people with different needs and preferences. Besides, experimenting with different content types will give you access to various distribution channels.
Here are the most popular content types in the B2B sector:
- Blog posts: They are regarded as the most powerful type of content to connect with your audience. Blogs are excellent for building brand awareness, educate your audience, and slowly build a loyal following.
- Case studies: They contain details of how your business helped another company overcome its business challenges. Case studies will contain details of your product’s capabilities with proof in the form of data and numbers to build your audience’s trust.
- Buyer guides: They provide your prospects with information about your products and tell them why they should choose them. They can contain product comparisons with honest suggestions on why they should choose a specific product.
- Explainer videos: Videos are proving to be one of the most effective for B2B content since they are educative and useful to your audience. They help your prospects to absorb lots of information in less time.
- Infographics: They are an excellent way to summarize your information into a single, concise visual format. In addition to attracting people’s attention, they make browsing information easier and more interesting. Here is an example of an infographic we made for our client and another one that we posted on our profile that attracted a lot of views.
- Social media content: Being the most popular type of content, you need to capitalize on this emerging trend to attract the attention of businesses. Long informative posts on Linkedin, reels, or carousels on Instagram are excellent options that guarantee viewer engagement if done correctly.
Here is the screenshot of an informative LinkedIn post we made for our client in the Insurtech sector.
5.Build topical authority
The best way to achieve topical authority is to publish a wide range of helpful content on a related subject. By building topical authority, you become an established source of information in your niche that your audience relies upon.
Comprehensive, precise, and useful content helpful to people will highlight your expertise in the field. Your content can even take the form of thought leadership. For example, you can publish an informative LinkedIn post containing your views on a specific topic.
With our vast experience in SEO and content writing services, we adopt a data-driven approach to develop topic ideas based on the top keywords people use to search for information. We also keep updated with the latest industry news and trends and monitor conversations on social media channels like Quora to come up with strong topics for your business.
6.Effectively distribute your content
Promotion and distribution of your content are the next two critical steps of your B2B content marketing strategy. Choosing appropriate channels will guarantee that your content reaches the right audience.
Here are some of the popular distribution channels in B2B content marketing that will ensure your audience discovers your content:
- Company website
- Emails and newsletters
- Blogs
- Social media platforms
- Guest posts in third-party publications
7.Measure your results
For the success of any content marketing strategy, continuous monitoring is essential. Your content has immense potential, but to fully tap it, you need to conduct regular reviews and identify opportunities for improvement.
As your trusted content writing agency and SEO partner, we conduct regular audits of your content, analyzing its performance, the number of impressions you receive, and the clicks you are getting. This helps us to identify the gaps in your content and make strategies to improve results.
For example, if you notice an improvement in your conversion rate after you publish your content, it could indicate the content is performing to expectations. Our insights will determine which parts of your content need revamping and which ones are working.
This image shows how our SEO tactics improved the number of clicks from 105 to 374 for this blog.
Conclusion
If traditional marketing methods are not working for you anymore, it is time to incorporate innovative marketing techniques like B2B content marketing into your strategy by teaming up with the best content marketing agency in Hyderabad.
At Degefy, our expert SEO team will pump up your marketing efforts with high-quality content that will cut through the noise, engage your targeted audience, and generate relevant leads that will convert into customers.