Business-to-business (B2B) companies typically need different marketing strategies than companies that sell directly to consumers (B2C) because they’re focused on selling products and services to other businesses rather than to individual consumers, and B2B audiences generally have different needs and interests.
Many B2B companies have large, complex sales cycles that can take months or even years to complete. In addition, the average value of their orders tends to be higher than the order value of B2C companies. Some examples of B2B companies include manufacturers, wholesalers and distributors of goods, as well as providers of professional services such as accounting and consulting firms.
For B2B companies, generating leads can be a highly challenging task. While traditional marketing tactics such as cold-calling, direct mail and print ads may still have their place in B2B marketing, content marketing (a type of digital marketing) has emerged as a highly effective strategy for B2B brands to generate leads and grow their customer base.
ALSO READ: The Top 12 Sales Enablement Strategies for B2B Companies
What is Content Marketing?
Content marketing is the process of creating and distributing valuable content to attract and engage a clearly defined target audience and convert it into paying customers. The content can take many forms, including such as blog posts, infographics, videos and podcasts.
Importance of Content Marketing for B2B Companies
Through content marketing, B2B companies produce and publish high-quality content that allows them to accomplish several things:
- Inform and educate target audiences
- Position themselves as a thought leaders in their industries
- Develop relationships with potential and existing customers
- Address customers’ paint points
- Build trust and credibility with target audiences
- Generate leads that can be converted into customers
- Drive traffic to their websites
- Boost brand awareness and engagement rates
Content Marketing Tactics B2B Companies Use
Following are some examples of content that B2B companies use to generate leads:
- Blog posts or articles that answer questions about products/services, provide how-to information or tips or share industry news
- White papers or eBooks that offer in-depth information on specific topics
- Infographics that explain complex concepts, illustrate a point, provide statistics, show timelines, compare products/services, etc.
- Videos that show how to use products/services, give behind-the-scenes looks of how companies operate, entertain and communicate with target audiences, etc.
- Podcasts that help brands connect with existing and potential customers who are on the go and unable to read written content
- Lead magnets that attract visitors to websites and encourage them to provide their contact information in exchange for discounts, subscriptions or access to premium content
B2B Content Marketing Best Practices
To generate leads, B2B companies need to follow content marketing best practices:
- Understand existing and potential customers and address their pain points
- Create content marketing strategies that is tailored to their wants and needs
- Produce high-quality valuable content (relevant, timely, engaging, useful, helpful)
- Distribute content through the right digital channels to reach, engage and connect with the target audience
- Track and measure results of content marketing campaigns and optimize them for results
- Use lead magnets to obtain leads
Final Word
Content marketing is a powerful tool that can help B2B companies generate leads and grow their business. If you’re a B2B company and you’re not already using content marketing, what are you waiting for?
At Gravital, we can help you create a content marketing strategy and distribute high-quality, valuable content that will attract and engage your target audience, generate leads and, ultimately, help you achieve your business goals. Talk to us.
