How to Use Content Marketing When Appealing to Other Businesses
For a wide variety of blogs, brands and businesses, appealing to the customer is a primary goal. Content created with the sole purpose of persuading individuals and inspiring them to action is at the core of content marketing and content creation, but some businesses face a more difficult challenge.
While most businesses focus on B2C operations (business-to-customer), others have a business model that is rooted in B2B (business-to-business). Given that content created specifically to target other businesses in need of products or services can be more challenging, it’s not surprising that the nature of content marketing can be more complicated.
As such, let’s examine how businesses following a B2B model can use content marketing effectively.
Delve Deep Into Your Target Audience
There is less room for error in general when it comes to B2B marketing – which means your target audience must be optimized not just based on industry and niche, but based on the individuals who make decisions on behalf of these businesses.
Knowing key elements such as age and gender can help make pinging websites and platforms with relevant ads a bit easier, but ultimately, more comprehensive data-sets are required. Knowing who generally makes buying decisions for companies and what they value in terms of interests and benefits is crucial to long-term B2B content marketing effectiveness.
Make the Right Social Media Connections
Content marketing in general is very reliant upon social media today, but B2B marketers must use a different approach. Ultimately, the same search engines that deliver valuable results for B2C marketers may not prove to be as effective for B2B models.
One popular social network where influencers and those in charge of buying decisions can be found is LinkedIn. This platform in particular gives a wealth of information about various targets and can be very effective at refining the target audiences mentioned previously.
Data-mine Breaking Trends
Most business models require staying on the cusp of changes in order to be successful: this is why so many business leaders monitor trends and changes in their industries. When dealing with B2B marketing, it is crucial that this data is extracted, aggregated and analyzed to help further inform your content marketing strategy.
B2B entities that are pinging websites with out-of-date or otherwise well-established information and solutions will be less likely to generate the buzz and leads desired. If a B2B marketer can figure out what needs and desires are currently emerging within an industry and create content designed to inform or satiate based on this, however, then the success of the marketing approach will be much more substantial.
Use Trial Balloons
Certain types of content may do better than others given the unique elements of each audience. Rather than investing heavily in terms of time and money to figure out whether interest exists, B2B content marketing potential can be evaluated through a simple trial balloon of the content in question.
For example, posting a blurb on social media highlighting a particular topic idea in broader terms may generate lots of interest or relatively none at all. When done properly, this tends to highlight the potential of a more complex and fleshed-out variation. Approaching it from this angle helps minimize unnecessary expenditures and effort for B2B content marketing.
B2B content marketing requires a fundamentally different approach, but there are still many commonalities when compared to other types of marketing. Ultimately, focusing on delivering content that meets the needs of your target audience is at its core, but the above advice can help render your content marketing campaigns far more influential in the long run.