Content marketing for B2B
Why you need content marketing
Content marketing for B2B is a hot topic. For a long time companies in B2B industries used to push their service rather than really engage their audience. Creating sales leaflets, catalogues, promotional events, … . Sales people ‘pushed’ their message to the audience.
But things have changed. Instead of pushing your company or product related content , B2B companies should focus more one pulling the buyer in via content marketing. This means that you do not only create content that talks about your company but that you focus more on how you can help you customer in their buying process.
In fact: customers don’t care about you, your product, or your services. They care bout themselves and how they can solve their problems as good and efficient as possible.
Content marketing is the process of publishing strategic content to help the buyer down the B2B buyer journey. In the awareness phase you can help the buyer to orientate between all different solutions available without pushing your product. In the consideration phase you can show a honest business case, make a product review or give more details about possible solutions.
Good content makes a person stop, read, think and behave differently.
Content marketing strategy: focus on business goals
Many companies, especially in B2B, see content marketing as regularly publishing posts on social media. While this is a small piece of the puzzle, it certainly isn’t the focus of content marketing.
A content marketing strategy should start with the end-goal in mind. What do you want to accomplish by publishing more strategic content? Is it more conversions on your contact page? Or do you want to retain existing clients and be the expert in your domain?
Just publishing content is not the same as content marketing. Drafting a content marketing strategy starts with creating a B2B buyer persona, mapping out buyer journey and deciding how and what you want the buyer to do. Often B2B buyer do research online so it’s important that you know what they are looking for and how they want to read/listen to content.
Generating leads with content marketing
In the end, you want to use content marketing to generate more qualitative leads and support sales to increase revenue. Content is the fuel of your lead generation machine and is an important part in your online lead generation efforts.
Weblevels can help you and your company with creating a well-defined content marketing strategy. Our team can assist you in doing the research, setting your goals, choosing the right channels and many more.
Looking for an audit of your content marketing and a discussion about your future content marketing strategy? Don’t hesitate to reach out to firstname.lastname@example.org (+32494226908) or fill in the form below to be contacted.