B2B Content Marketing
Reading Time: 2 minutes
By: Carrie Miller
Content marketing for B2B versus B2C can and should be different. When you go searching Bing, Yahoo, or Google for content marketing, you will mainly see examples of B2C content marketing – which can really make it difficult. Another major point to always keep in mind when working on your B2B Content Marketing is to market to the people of the business, not market to the business itself.
Start at the Beginning
Starting with the B2B funnel is a great place to start when planning out your content marketing. If you haven’t yet worked out the funnel for your marketing, now is a great time. It should look generally like this:
- Awareness of the product
- Consider purchasing the product
- Comparing the product to another
- Convert or Purchase
- Retention of the customer (not usually found in B2C funnels)
For the most part, B2B businesses will take aim at the wrong part of the funnel – working more as a B2C than a B2B. So, before moving forward, you must take the time to scrutinize your funnel and determine which part/parts need the help. If you have multiple areas that you are marketing for, limit yourself to targeting no more than two in a piece of content. Example, write content that covers awareness and consideration, but don’t try to cover awareness, consideration, and comparison. Too much.
Fire your Content.
If you’re aiming for awareness, then think only awareness when you are designing your strategy and defining the purpose of your content. Outline the things that it will help and air it for the area of the funnel that is most needing assistance. Also, make sure that in addition to targeting the right area of the funnel, you are also targeting the right audience. Your content needs to be built for them.
B2B – Business to Business
B2C – Business to Consumer
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