When we think about content marketing, we often have the end user in mind. But B2B content marketing is already a reality with a great future. To better understand what it consists of, today I want to share with you 8 things you should know about B2B content marketing according to the Customer Think business community.
B2B content marketing
Just like B2C companies, business-to-business businesses must focus their strategy on creating valuable, consistent and relevant content to attract and retain their customers. When executing this strategy, there are some differences in terms of the topics to be covered, the formats, the distribution channels, the means of promotion and the objectives of the content.
1) Content marketing is not just for B2C companies
B2B companies can benefit from this strategy just as much as those that target the end user directly. Don’t believe it? Think of examples like Adobe, Microsoft or Unbounce.
2) Most marketers already use B2B content marketing
To confirm the above point, one need only look at the data from the Peru Mobile Phone Numbers Database Marketing Institute’s 2016 Benchmarks, Budgets and Trends report : 88% of B2B companies use content marketing to achieve their overall marketing goals. This figure represents a 2% increase from the previous year.
The conclusion is clear
Content marketing has become one of the foundations of B2B companies’ strategies. The main reasons for this are that it produces long-term value, helps them communicate with their customers and is a great medium for exchanging information.
3) Most B2B marketers employ at least 13 content marketing formats
Within the content marketing bag, we have endless options to choose from, so why settle for just one? Switching between different formats makes it easier to reach different audience segments. Together with content curation, this tactic allows you to reuse information to make your investment profitable and increase your reach.
Want to know more details? These are the formats and tactics most used by B2B marketers:
Content for social media
Case studies
Blogs
Newsletters
In-Person Events
Articles on web pages
Videos
4) LinkedIn is the star platform for distributing B2B content
According to the Content Marketing Institute report cited in point 2, the majority of B2B marketers consider Special List to be the most used and most effective platform for distributing their content. Thanks to it, brands are able to establish relationships, improve B TO C Database recognition, distinguish themselves as leaders in their respective sectors, launch highly targeted ads, drive traffic to their websites and identify potential leads.
5) In-person events remain the most effective way to do B2B marketing
Online marketing has undoubtedly revolutionized strategies globally, but we cannot lose sight of the fact that in-person events remain the most effective tactic for B2B marketers.
