Content Marketing for B2B: 6 Strategies to Reach Your Audience
Content takes a lot of effort and resources to prepare and is crucial to winning SERP rankings and reaching your targeted audience.
However, ineffective marketing of this content can waste its potential and render all the effort and resources useless.
That’s why I have written this article. So that you can prevent such a loss if you run a business.
This article primarily focuses on content marketing strategies for B2B businesses.
A B2B business requires a different approach to marketing content than a B2C business.
So, before we cut to the chase, it is crucial to understand how B2B and B2C differ. Let’s set the base.
What is B2B?
B2B stands for business-to-business. It is a type of business between two organizations or companies (basically two businesses).
One example of a B2B business is Adobe. Adobe has an extensive suite of software solutions that businesses need. These businesses then buy Adobe’s solutions to provide them to their employees.
What is B2C?
B2C stands for business-to-consumer. It is a business that takes place between a company and individual people like you and me.
Because Adobe sells its products to companies as well as individuals, it is a mix of B2B and B2C business models.
How is B2B different from B2C?
It’s simple:
The difference between the two businesses comes down to their respective audiences.
For example, individual users who make transactions for themselves can often be emotion-driven as compared to organizations.
So, a B2C company can utilize that aspect of human nature and drive their customers into decision-making.
But the same cannot be done for an organization as an organization will never make an emotion-driven decision.
With that in mind, before you execute a B2B content marketing strategy, you need to conduct audience research to learn the targeted audience’s behavior.
After knowing your audience, you can now implement different marketing strategies to reach your audience and maximize your content’s potential.
6 B2B content marketing strategies to reach your audience
This brief article covers six essential content marketing strategies for B2B businesses.
Though this list is not comprehensive, my research concludes that these six strategies are effective and practical in reaching your audience — if done right.
1. Audit your existing content
Why let your existing content go to waste?
If your existing content addresses the right audience, it can be utilized to reach this audience.
Furthermore, your old content can prove to be efficient in shaping your brand’s awareness, both positively and negatively.
For example, revamping your existing content is going to be less costly, less time-consuming, and much easier compared to re-creating content from scratch. This is the positive side.
On the other hand, letting poor and outdated content exist can bring down your brand’s reputation. This is the negative side.
Though revamping your content takes less time compared to creating it, it can still take a considerable amount of time and effort to get done, especially if you are running short on budget.
If that is the case, try using an AI praphraser to cut down on the resources.
It can help you quickly rephrase your existing content without compromising on its quality or intent.
After that, review your content and keep it updated from then on.
Don’t let a valuable asset go to waste. Instead, utilize it to your advantage to reach your audience.
Pro tip: Using a project management tool
Auditing existing content can be a valuable exercise, but it can also be time-consuming. A project management tool like ProofHub helps streamline this process by allowing you to create a content inventory, assign tasks for review and revision, and facilitate centralized discussions all within one platform
Use ProofHub to:
- Organize your content inventory
- Assign tasks for content review and revision
- Facilitate centralized discussions and feedback
- Manage deadlines and track progress for a smooth revamp
By utilizing ProofHub, you can maximize the value of your existing content, saving time and resources while ensuring a cohesive brand voice.
Try ProofHub for free and see how it can streamline your content audit and boost your reach.
2. Send newsletters, regularly
Sending regular newsletters can be cheap yet very effective.
The top-ranking brands worldwide are still utilizing this ‘old but gold’ marketing strategy that nurtures leads.
Emails provide you with an opportunity to reach out to people in a way you cannot otherwise.
You can take this opportunity to send out valuable content that earns your audience’s trust.
Just make sure your emails are compelling enough (especially the subject line) to attract the audience.
If you run out of ideas for writing email content, try using ChatGPT.
You don’t have to copy/paste the prompts, just explore fresh ideas and rephrase them in your wording.
If you cannot rephrase it yourself, an online sentence rephraser will come in handy.
3. Provide in-depth content
In-depth content means covering a topic from left to right and top to bottom (basically covering everything).
It can help you reach your targeted audience if you manage to provide a solution to their problems.
And what better way of doing that other than creating in-depth content?
In-depth content takes readers on a journey and unfolds learning opportunities for them.
It guides them from A to Z, helping them solve their problem and developing a broad perspective on the topic.
One example is creating extensive guides on related topics that are rich with visuals, information, useful links, and examples.
Again, you can always utilize online tools such as ChatGPT to help yourself. Just prompt it to generate a piece of content or summarize key points of your content.
It will save you time. Then use an AI paraphraser to refine your content.
When you create in-depth content and cover all the aspects of a topic, it assures the reader that you are an expert in the field, which earns you their trust.
The in-depth content can also boost your site’s engagement by providing you with lots of opportunities to optimize for SEO.
You can establish topic authority and gradually inch towards becoming a brand.
4. Market on social media
Social media is powerful. It has the power to drive a crazy amount of leads.
According to Data Reportal, Social media is home to around 5.04 billion people worldwide, which amounts to up to 62.3% of the total global population.
So, your targeted audience is already present and active on social media. All you have to do now is get their attention.
Whether you do it organically or via ad campaigns, it can make a huge difference over time.
Not only can you advertise your product on social media, but also strengthen your brand by using brand visuals such as typography and other design elements.
Social media is also one of the most effective ways to interact with your potential buyers thanks to comment sections.
5. Avail multiple channels
Thanks to the advancement in technologies, the internet has allowed us to avail multiple marketing channels today.
From search engines to social media, the internet has created so many spaces that bring you opportunities to market yourself.
And — you may never know which online channel prove to bring you a milestone hit in your B2B business.
Besides that, different kinds of buyers are likely to be found on different platforms.
For example, Instagram may be home to all sorts of people, because everyone uses it regardless of their background.
However, a community group on Slack may be full of professionals, freelancers, and employees with a common goal.
Another example is your mailing list.
Your mailing list most likely has addresses of people who are targeting (because they signed up y’know), making it one of the best marketing channels to avail.
This omnichannel strategy has been a huge success for B2B marketers in the past years.
Some of the marketing channels include:
- Websites
- Mobile apps
- Mailing lists
- Social media platforms
- Online communities
- Youtube channels
- Virtual or in-person events
Multiple channels enable you to market yourself everywhere, promote your brand, and spread awareness and availability to reach your potential buyers.
6. Create & market video content
Research shows that visual content, especially videos, is far more engaging than text and any other type of content.
Because of how visuals play and information is presented in videos, it has become one of the most — or the most engaging types of content online.
For instance, video content alone generates around 1200% more shares than text content, according to Aspiration Market.
So, by creating and marketing videos on social media and video streaming platforms such as YouTube, you can push the boundaries of marketing and reach your audience.
Wrapping Up
So you have taken a deep dive into the world of B2B content marketing & explored the key differences between B2B & B2C audiences, learned the value of existing content, & discovered proven strategies like newsletters, content creation, social media engagement, & omnichannel marketing.
Implement these B2B content marketing strategies & leverage the power of AI tools for content creation & refinement. Start creating a winning content creation strategy today. Now is the time to take action!
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