content marketing for b2b that produces results
develop engaging and relevant content that drives results for your b2b with BRC
Regardless of whether you own a business, hold decision-making power, or work as a B2B developer, now is the perfect moment to develop a digital content marketing plan. Today, 89% of B2B researchers gather information about potential purchases via the internet and 95% of B2B buyers believe that a company's content is a trustworthy marker to evaluate their business and inform their purchasing decision.
The B2B buyer is now more informed than ever and has many options to research and purchase technology products and services. This means that it’s more important than ever for businesses to create content that speaks directly to their target audience, address pain points, and provide value-added solutions. And with the correct content marketing efforts, this is not just possible, but necessary for success.
what is b2b content marketing and how is it different from B2C?
B2B content marketing refers to a marketing strategy focused on creating and distributing relevant and valuable content to attract and engage a business-to-business (B2B) audience. It aims to build brand awareness, establish thought leadership, and drive leads and conversions within a B2B context.
Unlike business-to-consumer (B2C) marketing that focuses on the potential customer within a target audience, B2B marketing targets businesses and professionals through technical and industry specific content creation. A need for fresh perspectives on industry trends, compelling research, and relevant case studies that offer practical and valuable information to the decision makers in your chosen sectors must be met.
Additionally, B2B content marketing plays the long game. B2B purchases typically involve multiple decision-makers, complex procurement processes, and larger budgets. The resulting B2B content strategies aim to educate, guide, and nurture leads throughout this extended decision-making process by focusing on building trust, credibility, and establishing relationships with the target audience.
our favorite b2b content marketing examples and case studies
ahrefs gets an a+
All-in-one SEO toolset Ahrefs empowers and educates potential clients by creating and sharing high-quality and informative blog posts while offering free SEO tools. This combination is instrumental in building authority within the saturated SEO market.
Ahrefs' blog covers a wide range of topics, catering to both beginners and advanced users in the SEO industry. From beginner-level guides to more advanced techniques, their blog caters exceptionally well to the diverse needs and informational awareness of their audience. By providing valuable content that addresses the different levels of expertise, Ahrefs establishes itself as an expert and leader in the field, earning trust and credibility among its audience.
The addition of free SEO tools further enhances Ahrefs' authority within the market. By offering these tools, Ahrefs not only educates its potential clients but also demonstrates its expertise and commitment to empowering users in their SEO efforts. This reinforces their position as a reliable and knowledgeable resource in an industry where authority and trust are crucial.
The frequent updates to the blog keep the content fresh and relevant, ensuring that users have access to up-to-date information and insights. Ahrefs' commitment to producing well-written, SEO-friendly, and easily understandable content further solidifies its authority within the SEO market. By delivering valuable and accessible content, Ahrefs stands out and establishes itself as a trusted source of knowledge and tools for SEO professionals and enthusiasts alike.
hubspot provides an informational hub
A leader of the inbound marketing methodology, HubSpot produces a variety of valuable content including blog articles, webinars, ebooks, case studies, and online courses. his diverse range of content establishes HubSpot as an authority in the field and helps them to effectively educate and empower their target audience. Their content marketing strategy goes beyond simply promoting their products or services; instead, they focus on providing actionable insights and solutions to their customers' pain points and challenges.
Additionally, HubSpot's content marketing strategy is data-driven. They utilize insights and analytics to identify the interests and behaviors of their target market, allowing them to create content that truly resonates. Understanding their audience's pain points, motivations, and challenges, HubSpot consistently delivers content that is tailored to address those needs.
slack doesn’t slack off
B2B team collaboration platform, Slack, skyrocketed its growth shortly after its launch in February 2014. Around the same time they also began publishing product-led and engaging content on their blog cheekily titled, "Several people are typing".
Slack used their blog to communicate with customers, share product updates and announcements, provide resources for users and developers, and offer insight into the company's culture. The content published on Slack's blog was well-written and informative; it not only helps readers understand the value of Slack but also aids in humanizing SaaS-making it much more than just a software program and the blog much more than a sales pitch.
Additionally worth mentioning is Slack's impressive omni-channel presence. Leveraging email marketing, customer stories, social media, and podcasts, Slack communicates to its intended audience via the channel and means most accessible to them. The result is a steady stream of communications that builds brand awareness and loyalty without being overly intrusive.
yes, you need a b2b content marketing strategy
When you consider the benefits of developing a content marketing strategy, your next steps are clear -you need a B2B content marketing strategy.
A well-crafted strategy will help you define your brand’s unique value proposition, create engaging content that resonates with your audience, and deliver it at the right place and time.
consider the B2B content marketing funnel
When comparing a B2B to B2C marketing funnel, the primary difference lies in the target audience and their buying behavior. A B2B marketing funnel typically involves longer sales cycles, multiple decision-makers, and a focus on building relationships, while a B2C marketing funnel focuses on faster, individual consumer purchases.
A B2B marketing funnel is crucial because it helps businesses effectively guide potential customers through the buying journey, from awareness to conversion. Unlike B2C, B2B sales cycles are longer and involve multiple decision-makers. A content marketing strategy plays a pivotal role by providing valuable and informative content at each stage of the funnel.
By creating targeted content such as blog posts, whitepapers, and case studies, businesses can address pain points, showcase expertise, and build trust. This allows clients or customers to progress through the funnel, gaining knowledge and confidence, ultimately leading to conversion and long-term relationships. Content helps nurture leads, establish thought leadership, and provide the information needed for B2B buyers to make informed decisions that benefit your business.
how to create a b2b marketing funnel
build personas
Once you have a thorough understanding of your target audience it's time to create your buyer personas. These are detailed descriptions of your ideal client, including their goals and challenges, pain points and needs. The more specific you can get with your buyer personas the better.
Begin by reviewing demographic data, such as job titles, industry, company size, and location. Then, dig deeper into their goals, pain points, challenges, and motivations through surveys, interviews, and data analysis. Identify common patterns and trends in their decision-making process. Use this information to create a detailed profile that includes their characteristics, preferences, and behaviors.
Keep updating and refining your buyer persona as you gather more insights and feedback. As a result, you will develop a comprehensive understanding of your target audience and create tailored content, messaging, and strategies that draw them through the marketing funnel to produce results.
understand your audience
Understanding your B2B company's audience is essential in devising a successful marketing funnel because it allows you to tailor your messaging, content, and strategies to effectively engage and resonate with your target customers. By understanding their pain points, goals, challenges, and preferences, you can create targeted content that addresses their specific needs and interests at each stage of the funnel. This helps build credibility, trust, and relevance. Additionally, knowing your audience enables you to identify the most effective channels, formats, and touchpoints to reach and capture their attention.
assess the success of your strategy
Consistently tracking and analyzing the performance of content at each stage of the funnel is necessary for high-performing content marketing. To create specific and measurable KPIs, focus on metrics that drive results instead of vanity metrics. Metrics such as click-through rate, traffic, bounce rate, lead magnet downloads, ROI, customer acquisition costs, and lifetime customer value can be measured.
To track blog content performance and organic traffic, tools like Google Analytics and Search Console are useful. For other KPIs, utilize surveys, referral tracking, and accounting tools. Regularly reviewing these metrics on a scheduled basis can help to identify and seize opportunities for improvement.
plan your content for every phase of the funnel
Commonly, many businesses focus on creating only bottom-of-funnel content. While purchases are made at this stage, ignoring the awareness and consideration phases wastes organic search traffic and opportunities to increase brand awareness.
Don't be like other businesses and remember to tailor content for every stage of your marketing funnel. Examples of multi-stage content can look like blog posts and social media for awareness, case studies and webinars for consideration, customer testimonials and demos for decision-making, and email follow-ups and personalized reports for post-purchase.
thrive with superior b2b content marketing
Wondering why content marketing is important for B2B companies? Good B2B content marketing helps your business excel in lead generation by developing pieces of content that places your business front and center of potential clients. With an increase in high quality leads and organic traffic via improved search results, your B2B business will be able to grow faster than ever before.
BitterRoot Content is a b2b content marketing agency
Looking to unlock the potential of content marketing for your B2B company? Look no further than BitterRoot Content. Our B2B content marketing services are tailored specifically for B2B companies.
We offer full-service content creation and management services, allowing you to drive high-quality organic traffic to your website. By leveraging our expertise, you can increase conversions, enhance brand authority, and boost brand recognition within your industry.
Find out more by booking your discovery call today.