Content marketing at B2B is based on providing knowledge and genuine, substantive value. Business clients expect content that will help them make purchasing decisions. That is why the content strategy at B2B requires a different approach to that at B2C.
What is content marketing?
If one were to translate this phrase literally, it would mean ‘content’. In a sense, this would capture the essence of content marketing, though the term ‘content marketing’ is more accurate. This word is primarily associated with anything written. When it comes to marketing, a blog is usually the first thing that springs to mind. However, content is not limited to blog posts. Content marketing also includes what is published on social media, as well as podcasts and video content. So, if you have your own YouTube channel, that also falls under content marketing.
Differences in the marketing of B2B and B2C
If a company specialises in sales B2B, it means that its clients are other businesses. Both products and services can be sold in this way. In the case of companies such as B2C, their offering is aimed at individual customers. The key difference between these two approaches to content creation lies in who the content is aimed at. However, it is important to remember that even when selling to businesses, there are still people on the other side. Even if their decision-making processes differ, content must still be written for people. That said, there are, of course, general differences to bear in mind when creating such content. When working with a company, the focus is on long-term relationships. Even if the collaboration starts on a small scale, it can grow significantly over time. For this reason, it is not always worth turning down small commissions that do not appear to generate much income. Perhaps, over time, such a relationship will develop considerably. If you turn down an order, you may well come to regret it. When dealing with individual customers, it is of course also important to retain regular customers; however, a quick purchase is often expected. Regular customers are, in a sense, the result of those who have already made purchases. Naturally, care is taken to ensure that as many of those who make a purchase as possible become regular customers of the shop, but certainly not as much time can be devoted to them as is the case with business clients. This, in turn, brings us smoothly to the next difference. With business clients, content can be created much more precisely, primarily because there is time to get to know them. To a large extent, a retail customer remains anonymous to the seller. A business client is a different matter, and it usually takes much longer to persuade them to make a purchase. Consequently, even the content that reaches them must be more abundant. Thus, content aimed at individual customers will also be much more general in nature. This is also influenced by the fact that, on B2C, products are generally offered to a fairly broad customer base. In the case of B2B, the focus is on a specific niche.
How to create content B2B
First and foremost, you need to get to know your audience – in other words, your potential customer. Here, as in any other situation, it’s a good idea to create what are known as buyer personas. This is simply a model of the buyer. Such a persona on B2B will differ slightly from the one on B2C. This is primarily because the purchasing process is different here. When creating such a model of a potential customer, you should describe all their potential problems and needs, the role they play in the purchasing process, and their motivations for making a particular transaction. The more such characteristics you attribute to this customer, the better the content you will be able to create. With such a persona, you will also know which channels to use to communicate with potential customers.
Characteristics of ‘B2B’ marketing – less emotion, more expertise
First and foremost, this kind of marketing will be less emotional than that found at B2C. In business, decisions are generally made with great caution. Although, of course, this is not always the case. However, this is precisely the assumption one must make when creating content. There is therefore no point in playing on emotions, unless it is a specific sector where such an approach works. So if not emotions, then what? In B2B, high substantive value will be the key factor. However, such content can be communicated partly through the same channels as content for ordinary customers. A blog will always be a good idea. The key is that it should relate in some way to the industry in which the company operates. A blog will help create the impression that the company has the expertise to offer a particular service or product. You should therefore create content that is as expert and professional as possible. This does not, of course, mean that it should be incomprehensible to ordinary users. It is important to remember that a client, even if they represent a company, may not have specialist knowledge about the service in question. After all, that is why they want to outsource it to someone else – they do not know the ins and outs of it themselves. Such posts, and the content in general, should therefore be professional, but written in a way that everyone can understand. So, if you use any jargon or technical terms in your content, you should explain them properly.
Show your processes
The way these processes are carried out is crucial to a company’s results. Everyone will therefore want to commission a service or buy a product from someone who carries out these processes in the best possible way. That is why it is worth producing materials that demonstrate how a particular process works within a company. Of course, there is no need to reveal any trade secrets – in fact, you shouldn’t. You need to strike a balance between providing detail and keeping things general.
Showcase your staff
Whether you’re dealing with a private or business client, good relationships always help to boost sales. Introducing your team can simply make the client feel a closer connection to your company. If they feel they know your staff, they’ll feel more at ease in their dealings with your company. That’s why it’s worth writing not only about what each employee does for a living, but also what they get up to in their spare time, what their passions or hobbies are – after all, that’s what makes them who they are.
Social media
Social media activity should not be limited to situations where you are running a business B2C. Of course, the platforms you use may vary, but you shouldn’t ignore them entirely. To a large extent, where you choose to have a presence should be determined by the industry you operate in. However, Facebook is generally quite a versatile platform, and it’s always worth at least establishing a presence there. LinkedIn, on the other hand, is a platform primarily intended for business-related content. That is why it is undoubtedly worth posting there. It is also a place where the content of a post matters far more than the accompanying graphics. In all other media, the opposite is generally true.
What should we write and talk about?
First and foremost, it is important to remember that content is created for business, and the purpose of a business is to make money. You therefore need to present your product skilfully – in such a way that business clients can see the benefits it offers, which will, in some way, help their company to grow, operate more efficiently and save money. Another factor that entrepreneurs pay attention to is saving time. It is therefore worth mentioning all of these points to encourage them to take advantage of our offer.
Webinars
It’s something that’s become very popular recently and really does a great job of demonstrating the expertise of the company organising it. A webinar like this is also a brilliant way to generate leads. Don’t be put off by the fact that others have already created webinars on this topic. As long as you consider yourself an expert in a particular field, a webinar will be a brilliant component of your content marketing strategy. Of course, you must ensure that such a webinar is as professional as possible, not only in terms of content but also in its execution.
Summary
Content marketing at B2B supports sales by educating and building trust. Its effectiveness depends on the quality and relevance of the content.
Questions and Answers
What is content marketing B2B?
These are activities involving the creation of content aimed at business clients. Their purpose is to educate and support the sales process.
What sort of content works well on B2B?
Expert articles, guides, case studies and reports work best. The content should address the real problems faced by the audience.
Why is content marketing important at B2B?
Because the purchasing process is lengthy and knowledge-based. Content helps to build trust in the brand.
How does content support lead generation B2B?
Through forms, premium content and landing pages. Content grabs attention and encourages people to get in touch.
Does content marketing B2B require a strategy?
Yes, without a strategy, it is difficult to achieve consistency and measurable results. Content planning increases the effectiveness of your efforts.