Camille
Team Lead
Content Strategists

Level Up Your Marketing Campaign

If you’re new to the world of B2B content marketing, picture yourself embarking on a journey where sharing valuable information drives business growth. This guide simplifies the basics and benefits of B2B content marketing, breaking it down for you.

Imagine it as an exciting adventure to elevate your business and achieve success. Visualize stepping into a fresh playing field overflowing with opportunities. Content marketing serves as your guide, helping you navigate.

How does marketing really work? And how can your business make the most of it?

Here, we’re diving deep into content marketing tailored specifically for the B2B scene.

What Is Content Marketing?

As per insights from the Content Marketing Institute:

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.

Although the term “content marketing” is relatively recent and often associated with the digital era, its core concept has a rich historical lineage. For instance, envision a scenario where a gourmet coffee company curates a bespoke magazine called “Bean Chronicles” to connect with coffee enthusiasts seeking the finest blends.

As the 20th century unfolded, a wave of niche publications emerged, including industry-specific magazines and custom content. Picture this: if you held innovative sustainable packaging solutions to share with environmentally-conscious consumers, platforms like “EcoLife” or “GreenTech Insights” would provide an impactful avenue.

While the digital age has propelled content marketing to new horizons, it’s important to note that these contemporary advancements have solid roots in history.

Now, why is this historical context pertinent to you? The answer is simple. This background assures you that content marketing isn’t a passing trend. As long as there are individuals seeking information to advance their business goals, content marketing will find its receptive audience.

Investing in Content Marketing

If you want to get the most out of your published content, it’s crucial to prioritize your investment in a strong content marketing strategy.

By putting resources into content marketing, you can anticipate generating more leads at a fraction of the cost compared to traditional methods. This way, you can still achieve an impressive return on investment while expanding your customer base effectively.

In fact, content marketing is 62% cheaper than traditional marketing and generates three times as many leads per dollar spent.

Allocate Budget for High-Quality Content Creation

Investing resources into creating top-notch content can profoundly impact its overall success. You can greatly enhance its performance and effectively engage your target audience by dedicating time and effort to ensure the highest quality.

Don’t underestimate the power of well-crafted content—it is a valuable asset that can yield significant returns for your business. Consider hiring skilled writers or partnering with an agency like okwrite, which specializes in creating engaging articles that resonate with readers.

Monitor the Performance of Different Types of Content

  • Blogs: Analyze metrics such as page views, time on site, and social shares.
  • Videos: Track view counts, watch time, and likes/dislikes ratio.
  • Social Media Posts: Measure engagement rates (likes, comments, and shares) and reach.

Gauging engagement and reach can help you determine what resonates most with your intended audience, enabling more effective future content creation. Do not hesitate to explore and experiment.

What B2B Companies Use Content Marketing?

Within the realm of B2B enterprises worldwide, content marketing stands as a tried-and-true strategy. Numerous small-scale businesses, including the likes of CraftWork and TechFusion, have leveraged the prowess of content marketing to not only secure their initial 100 customers and subsequently flourish and expand. 

The world of B2B content marketing is full of exciting possibilities, and here are a few examples that showcase the potential across diverse sectors:

Technology

Selling complex business software can be challenging, even for a reputable company like IBM, known for its excellence. In this ever-evolving technological landscape, companies must continuously introduce innovative ideas to grab the market’s attention.

As an industry leader, IBM employs case studies to showcase its retail, healthcare, and finance services. These case studies are powerful tools demonstrating how IBM’s solutions can bring tangible benefits and success to businesses operating in these sectors. IBM effectively captures the market’s attention and establishes itself as a trusted partner in driving innovation across industries by highlighting real-life examples and success stories.

Microsoft stands out in its unwavering dedication to content marketing, going above and beyond to deliver a comprehensive experience. Alongside its informative website materials, Microsoft provides a diverse range of specialized publications through the Microsoft Press Store. By making this commitment, they showcase their unwavering dedication to delivering valuable resources tailored to meet their audience’s unique needs. Microsoft went the extra mile to persuade discerning corporate customers to adopt Azure, its powerful cloud computing platform, by leveraging content marketing assets such as informative white papers.

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Professional Services

When it comes to selling professional advice, establishing credibility is crucial. Content marketing is one of the most effective ways to build that credibility. It’s no surprise that management and consulting firms extensively utilize content marketing as a strategy to capture the attention of potential clients. By consistently sharing valuable insights and expertise, they demonstrate their knowledge and establish themselves as trusted authorities in their respective fields.

Imagine having access to valuable research insights from one of the world’s leading consulting firms, McKinsey & Company. With a 27,000 highly skilled professionals workforce, they are renowned for their expertise and contributions to various sectors. Established in 1964, the McKinsey Quarterly has been a trusted publication covering an extensive range of topics such as artificial intelligence, energy, and economic trends. By leveraging this wealth of knowledge, potential clients can stay informed and make well-informed business decisions.

Deloitte is a global professional services firm, nearly a one-stop-shop for professional services: accounting, tax, and technology development are all available. Selling those services to large corporations is no easy feat. That is one of the reasons why Deloitte has made a commitment to content marketing as a strategy. For instance, Deloitte publishes thought leadership publications that cover various industries, such as manufacturing, real estate, life sciences, and financial services.

What Is The ROI for B2B Content Marketing?

Unlike brand advertising, where results are difficult to track, B2B content marketing often produces excellent results.

According to the Content Marketing Institute, content marketing delivers the following benefits:

  1. Content marketing generates over three times as many leads as outbound marketing and costs 62% less.
  2. Businesses publishing 16-plus monthly posts get almost 3.5 times more traffic than businesses publishing zero to four articles.
  3. Content marketing has lower up-front costs and provides more significant and profound long-term benefits than paid search.

Step By Step: Getting Started in B2B Content Marketing

Now that you know B2B content marketing works and provides a great ROI, all that’s left is to start! For your content marketing campaign to succeed, you must make a plan. Here’s a step-by-step content marketing guide to starting your content marketing efforts.

1. Set Your Goals:

You can only achieve success if you define your goals in advance. With content marketing, it is recommended that you define a lead goal. By leads, we mean specific people interested in your company’s products and services and have asked to hear from you.

2. Define Your Target Customer:

For B2B content marketing to work, you must focus on appealing to a specific target customer. For example, if you used content marketing to promote a software product that helps small businesses organize their accounting records. In this instance, the target customer may be a small company with one to ten employees with a limited grasp and understanding of accounting and financial matters. Establishing these targets will help to guide the content strategy, ensuring that the campaign attracts the right people.

3. Research The Content Your Customer Already Consumes:

Rather than staring at a blank page and hoping for the best content ideas to emerge, try doing a little research magically. Find out the kinds of content that your customers already like to consume. If you have an email list of current and past customers, you can get answers by sending a short survey. Ask which websites, books, and magazines they find most valuable for business information. You may find out that your best customers are reading a particular publication. If so, you can model your content strategy and topical coverage after that publication.

Creating Your Content for B2B Marketing

In content marketing, you’re presented with a spectrum of mediums to convey your message. While the possibilities are diverse, the core mediums include written, audio, and visual content.

Written Content:

Blog Posts, White Papers, Ebooks, and Social Media Updates: These avenues all rest on written content. Starting with written content is often advisable due to its flexibility and compatibility with search engines like Google. Blog posts, in particular, offer a cost-effective approach that can drive increased traffic.

Audio Content:

Podcasts and Audiobooks: The surge of podcasts and audiobooks underscores the vitality of audio content. An impressive 51% of the US population has delved into podcasts, reflecting its rapid growth. Audio content can be appealing if you possess the gift of public speaking.

Video Content:

Videos: The rapid upload of 300 hours of video to YouTube every minute exemplifies the surge in video content’s popularity. However, creating consistent, successful video content can be demanding and resource-intensive.

When it comes to B2B companies, placing a strong emphasis on written content is a wise choice. Not only does it offer versatility, but it also aligns perfectly with search engines, ensuring your business gets the visibility it deserves. Additionally, investing in written content is a cost-effective entry into content marketing, allowing you to make a significant impact without breaking the bank.

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Developing Flexible Evergreen Content

To take your content to the next level, it’s essential to create adaptable content that can be used for various purposes. This strategic approach allows you to repurpose existing material into fresh formats or update it with the latest information, saving you from starting from scratch every time. Doing so will maximize efficiency and ensure that your content remains relevant and engaging across different platforms.

Creating Evergreen Articles for Longevity

Evergreen articles retain relevance and value over extended periods. By focusing on topics resistant to rapid change or even tools or techniques that are no longer used, you extend the lifespan of your content, amplifying its overall worth.

Repurposing Success: Infographics and Videos

When a piece of content performs well in one format, consider transforming it into another medium, such as infographics or videos. This extends the lifespan of your original work and reaches different segments of your audience, catering to diverse consumption preferences.

Implementing these strategies allows you to develop versatile content that maximizes impact while minimizing constant creation efforts.

The outcome? Enhanced efficiency and elevated ROI from each produced piece.

Optimizing for Search Engines

Elevate the visibility of your published material online and drive organic traffic by optimizing it for search engines. Follow SEO best practices to enhance your content’s rankings on SERPs (Search Engine Results Pages).

Comprehensive Keyword Research

Boost the impact of your content marketing endeavours by conducting meticulous keyword research. Identify high-traffic keywords pertinent to your target audience and weave them into your content creation process.

Mastering Meta Tags and Heading Structure

Optimize content for search engines by employing suitable meta tags (title tags, meta descriptions) and a well-structured heading hierarchy. This ensures optimal understanding by both users and search engine crawlers.

Engaging Title Tags

Keep title tags concise yet descriptive, integrating primary keywords to enhance search visibility.

Informative Meta Descriptions

Provide concise, accurate content summaries within 155 characters to entice users and boost click-through rates.

Hierarchical Heading Structure

Organize content logically using appropriate HTML heading tags (H1-H6) to highlight the information hierarchy.

Optimizing for search engines is paramount to driving traffic to your content. Embrace these practices to elevate your SERP rankings.

Internal Sharing: Amplifying Reach

Engaging your entire organization in promoting your published material will significantly boost your content. Encourage employees to share the content within internal communication channels, increasing its visibility and transforming your colleagues into brand advocates. This will ultimately extend the reach of your material.

Embrace Email Updates

Promote new content by including links and succinct descriptions in company-wide email updates. This guarantees all team members are informed about the latest resources for sharing.

Empower External Advocacy

Educate employees on the significance of sharing valuable content within their professional networks. Provide guidelines for effective sharing and engagement on platforms like LinkedIn, fostering a culture where everyone contributes to your marketing efforts.
Involving your team unifies efforts to amplify your brand’s message, enhancing engagement and ROI for every published piece. Mobilize your squad to spread your content’s impact – their reach might exceed your expectations.

Integrating Content into HR Processes

You can significantly enhance your marketing efforts by seamlessly integrating your published content into human resources processes. This strategic approach helps attract top talent, facilitates employee engagement, and fosters a culture of continuous learning. Harnessing the power of your existing material in this way ensures that every piece of content serves a dual purpose, maximizing its impact and value within the organization.

Insightful Interviews

Incorporate relevant articles or case studies into interviews, granting candidates insights into your expertise and values while gauging their alignment with your culture.

Onboarding Enhancement

Craft resource libraries, tailored learning paths, and continuous learning initiatives to integrate published materials into employee onboarding and training programs.

Elevate Engagement and Retention

By harnessing the power of content in HR processes, you can significantly improve your recruitment strategies, boost employee engagement, strengthen your employer branding, and increase your retention rates. Content serves as a valuable tool to attract top talent, connect with your employees on a deeper level, shape a positive employer image, and promote loyalty among your workforce. Incorporating content into your HR practices will yield impressive results for your organization.

Leveraging Email Signatures

Regularly updating email signatures with your latest content maximizes visibility and ensures recipients access your brand’s finest work.

Signature Freshness

Ensure team members update their signatures with links to recent articles, granting recipients access to the latest insights from your brand.

Performance Tracking

Utilize tools like Google Analytics to monitor signature link performance, gaining insights into engagement levels and identifying resonating content.

Role-Specific Customization

Personalize email signatures to align with each employee’s role. Tailor the content to cater to their expertise, improving recipient relevance.
Seize this simple opportunity to boost content visibility and gather performance insights through email signatures. Capitalize on your team’s reach to amplify your brand’s expertise.

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Creating Engaging, Audience-Centric Content

To ensure the success of your marketing efforts, it is crucial to prioritize creating valuable and engaging content that resonates with your target audience. Address their pain points, offer practical solutions, and encourage sharing to expand your content’s reach and potential returns.

Tailored Problem Solving

Identify reader pain points and offer tailored solutions through articles or blog posts, fostering user-generated discussions and engagement.

Embrace Varied Formats

Create high-quality content tailored to your audience’s needs. Utilize diverse formats like infographics, video tutorials, and podcast episodes to cater to varied learning preferences.

Adopting these practices amplifies your brand’s awareness, fostering audience connections and engagement.

Social Media Promotion

Boost visibility and expand your content’s reach by sharing it on social media platforms. Connecting with like-minded individuals and communities is achievable through social media promotion.

Platform-Specific Strategies

Tailor promotional strategies to each platform’s unique features and user behavior. Optimize visuals for Instagram and craft compelling headlines for Twitter.

Performance Analytics

Regularly assess metrics such as likes, shares, comments, and click-through rates to fine-tune your social media promotions. Tools like Twitter Analytics provide insights into your post performance.

Collaboration with Influencers and Experts

Partnering with influencers or industry experts elevates your content’s reach and credibility. Co-authored content or guest contributions enhance authority and broaden audience exposure.

Thoughtful Partner Selection

Identify influencers aligned with your brand’s values and target audience. Analyze their social media presence and expertise for compatibility.

Foster Ongoing Collaborations

Establish rapport and maintain regular communication. Appreciate their contributions and leverage these partnerships for mutual benefit.
Reaching out to influencers amplifies your SEO efforts, boosting visibility and website traffic and generating backlinks and social media shares.

Monitor and Optimize Performance Metrics

Observing key metrics (KPIs) such as visits, interaction rates, and conversions is crucial for maximizing efficiency and tailoring your marketing efforts based on your content creation.

Harness Tracking Tools

Utilize tools like Google Analytics to monitor content metrics, offering insights into user behavior and performance.

Regular KPI Analysis

Review metrics such as traffic sources, bounce rates, average time on page, social shares, email sign-ups, and conversions. Identify trends and areas for improvement.

Data-Driven Decisions

Regular KPI review guides data-driven decision-making, refining your content strategy, and achieving superior results.

The Smart Choice for Your B2B Content Marketing Journey

When you start your content marketing journey, going alone might let you go at your own pace. But without expert guidance, it can be tough to compete with experienced B2B players.

For a smoother journey, getting help from experienced content marketers is important. That’s where okwrite comes in.

Our experienced team can navigate every step of this journey alongside you. We’re really good at creating custom content strategies that match exactly what you’re looking for. Plus, nailing B2B marketing? That’s something we excel in.

Beyond strategy, our skilled writers are poised to produce content that resonates with your audience and positions you as a trusted authority within your industry. Choose the path of expertise and partnership with okwrite, where success is not just a destination but a well-guided expedition.

Contact us for more information, or check out our website for more proven content marketing strategies.

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