How long how have you been an entrepreneur or businessman? Well, depending on your years of experience, you’ve come across different types of businesses and learned how they operate. Suitable examples include software companies, media houses, financial services, and corporate invitations. However, B2B content marketing, also known as business to business marketing is quite challenging. Experts in the industry even expect it to become more difficult with time.
Luckily, we are on a mission of creating a seriously detailed and comprehensive guide to the awful mistakes made by content marketers. But first, it’s important to understand the meaning of B2B content marketing and where it’s been successful. Let’s take a look!
What is B2B Content Marketing?
As the name suggests, it’s the art of making use of content to make your business grow. It also assists in strengthening brand development and affinity. It’s different from other forms of content promotion because it’s only used exclusively by the company.
Besides, B2B content should always be relevant to the audience to increase lead generation. Remember that if your readers cannot see how the actionable features of your piece relate to their business, then you’ve not hit the mark.
Successful B2B Content Marketing Strategies
After learning how to develop, and promote business to business marketing tips, let’s slowly go through the most inspirational ones. They include:
According to research done in 2016 by wordstream.com, HubSpot is one of the most reliable marketing blogs around. It also serves as an excellent example of how to approach B2B content marketing. First, it’s divided into two: sales and marketing.
Such makes sense in a few cases, where the two disciplines frequently overlap each other because they are closely related. HubSpot understands that in-depth and informative content is what its readers want. Therefore, it separates its content in this manner to provide its readers with content that answers their questions.
From detailed information and excellent free resources, its content is accessible to marketers of all disciplines. Besides, it’s not only useful but also comes with high quality! Of course, as you would expect from any highly ranked content provider, it provides original research, data and incredible insights for its audience. With such impressive features, you might not find any other better B2B content across the Internet!
General Electric is best known for its cutting-edge television broadcasting division and microwave oven. However, it’s still one of the most suitable B2B content marketing publishers existing today. It’s a massive organization with many product lines, several divisions, and physical locations. It publishes a vast variety of content that appeals to all decision makers in different industries. Despite this, The Txchnologist, it’s online magazine, is what makes the company shine.
It uses modern website technologies to give its visitors a sleek and elegant online experience. However, the magazine editors ensure that it does not sacrifice its content for style. It delivers cutting-edge tech development that shows its readers how it’s transforming the world.
All in all, it tries to convince people that B2B content shouldn’t be detached or boring. In any case, it should rival even the glamorous consumer websites and magazines to create a uniquely compelling and engaging B2B writing experience.
The buffer is not just an incredible social media organization tool; it’s still one of the best B2B marketing platforms. After its launch back in 2010 November, it’s set itself as one of best places to get quality content. However, although the pieces it publishes are both useful and interesting, such is not its ultimate goal.
It’s adopted a business culture that focuses on radical transparency. This system keeps on growing enormously as the company courageously opted to make each aspect of its growth known to everyone.
Apart from having a different company culture, Buffer’s content is even more impressive. It not only features more research and data as compared to other B2B publishers, but also it frames this information compellingly and irresistible. In many cases, you’ll find that it combines marketing research with psychology and additional insights into fascinating topics.
The 3 Common Mistakes Made By B2B Content Marketers
Having understood the primary purpose and meaning B2B marketing, you’ll notice that it’s not that challenging. Even so, there are a few errors which you’ll need to avoid if you intend to get the right results from the entire process. Below are three serious mistakes:
1. Over Publishing
A pressing issue facing a good number of marketers is deciding on the amount of content that they need to post on a daily basis. Many companies will immediately want to publish pieces in high volumes, thinking that they will grab the attention of their audience.
Although such an approach works perfectly for some brands like global conglomerates which have diverse readers, it’s not right for you. Keep in mind that you might be talking to a sophisticated group of people looking for complex business solutions. Therefore, it’s crucial for that you invest in only creating content which addresses just their needs.
Come up with content that’s not only functional but one that fits into different contexts of marketing. Ensure that it covers all main points from all your important customer segments. Avoid a situation where your reader-to-reader ratio is minimal. In any case, for content to be successful, it needs dedicated and engaged readers. So, knowing this, why should you create a lot of material that even your audience cannot absorb?
2. There’s Too Much Self-Promotion Nowadays
Marketers are always under pressure to increase their business communication metrics in the conversion funnel. Whether it’s through page views, marketing qualified leads or page views. Because of this, it’s easy for the paper writer to fall into the terrible trap of making each piece of content about his or her products.
Think about it, if you were at work, the last thing that you’ll want to read is a sales advertisement for services or products which you don’t even need. Instead, what you need is educative information, solutions to various problems and resources that will assist you in becoming better at what you do.
So, don’t write about the growth of your company and the products that it sells. The best thing is to initiate some form of dialogue with your audience. Interview all leading experts in your field and remember to share the knowledge. Also, be open and talk about what your company is learning.
3. Publishing Before Market/Product Fit
It’s tempting to come up with content just because you think that you need it. Besides, if almost all marketers are creating content, why should you be left out? Here, the answer is pretty simple! Until you’ve come up with a product that fits your target audience and organization, you’ll probably reach the wrong audience. In other situations, you might get the right readers, but spread the wrong message.
Therefore, before you put your investments in an effective content marketing strategy, it’s crucial that you spend more time in strengthening the market/product fit between your company and its potential customers. In doing so, you stand at a higher chance of creating evergreen and functional content.
Every business has its own needs. So if you’re a marketer in a large enterprise or global conglomerate, you may invest in producing experimental content, even before you’ve established which pieces relate better to your audience. You may also talk about what your brand is learning, which means you’ll have to talk about your products in a manner that doesn’t show that you're self-promotional.
Lastly, remember that just like all other forms of marketing, how you come up with content will only keep evolving with time. So, don’t shove your entire strategy in a box, but be smart, creative and above all, have fun!