It may seem obvious… but only after thinking about it! In fact, there are many marketing experts who do not change a comma of their strategy, depending on whether they have a final consumer or a company in front of them. Yet…
Let’s see the main differences now.
Limited target and niche
Long Purchase cycle
More formal and focused on the benefits
The audience seeks competence and efficiency
Focus on lead generation
Wider target market
Shorter purchase cycle
Very personal and emotional
Products are more important than the report
The audience is looking for business and entertainment
Focus on Brand Building
Two audiences, different, different needs.
The reasons they buy are different. Even the ways that we choose to promote content are potentially different.
Despite the differences, however, there is one important thing that unites the content marketing for B2B and that for B2C.
That is, the need to create engagement. That stays the same.
Set up a B2B content marketing strategy
Where to start?
The watchword is concreteness. So in the first place, we will define the goals to be achieved and then the buyer’s person of our interest.
But there’s more.
The best digital strategy for B2B companies is to focus on the binomial: SEO + Marketing Automation.
Only in this way we avoid the dispersion of energy and the loss of time.
According to a www.socialmediatoday.com statistic, the content accounts for 40% of the corporate budget invested in web marketing.
Among these, companies prefer:
Email Marketing 74%
Social media 40%
Content Marketing for companies is a fundamental channel of:
In fact, this last element is more in line with the emotionality and impulsiveness that drive purchases in B2C, thus involving the individual consumer. The process of buying from a company is necessarily longer because it is more weighted. But a good deal of appeal and psychological involvement remains indispensable to stand out and emerge.
B2B Content Marketing: Best Practice
Each of these tactics has the potential to help your business.
- Sell your story first and then your product
The business does not spend money on frivolities. It doesn’t work that way.
If other companies decide to rely on yours, for your service or product, it is because they have only one goal: to produce income.
So your goal is therefore to increase your profits or save your money.
You have to offer tangible value.
So there is nothing wrong with creating content that offers value, informative and educational.
The problem comes when this is affecting the quality of your content.
Two are the most frequent errors:
The content focuses on being blunt and direct and forgets engagement
The content turns to self-promotion and becomes too commercial
There is nothing wrong with giving a promotional nuance to some types of content but without losing sight of the main goal: delivering value, keeping the level of involvement high.
Because you can’t think that people value your content if they fall asleep in the meantime…
In Practice: How do you create immersive content? Simple, telling your story first and then thinking about the products you sell.
Every company has a history behind it. It tells its founder but you can also propose it through the words of customers or employees, showing how your product has solved a problem and then improved their lives.
- The User Experience counts
Speaking of content, we have just stressed the fact that they should be useful, that they should be engaging: we insist on these aspects or how the public lives the business content.
Why are we doing this?
Because it is the cornerstone of your marketing strategy, the point at which your marketing funnel meets the sales funnel.
Because it is obvious that your content should not only inspire, inform or educate. It must carry the reader from Point.
Enterprise Impossible If your player’s User Experience with your brand is not compelling.
This does not only translate into a content that solves a problem.
There is more, that is the identity of the brand and its way of differentiating from the competitors.
So creating a useful content is great but creating one that distinguishes you and brings the leads to the brand, is great.