B2B content marketing is the process of making and sharing useful and relevant content to attract and keep a target audience and, ultimately, to get customers to do something that makes money for the business. In B2B marketing, most of the time the target audience is other businesses, not consumers.
In this article, we’ll talk about what B2B content marketing is, how it’s different from other types of marketing, the best ways to make content that works, and some examples of successful B2B content marketing campaigns.
What Does B2B Content Marketing Mean?
B2B content marketing is the process of making and sharing valuable and relevant content to attract and keep a target audience, with the end goal of getting customers to do something that makes money for the business. The content can come in many different forms, such as blog posts, white papers, eBooks, case studies, videos, and more.
For B2B content marketing to work, you need to make content that is useful and relevant to your target audience. This can be done by talking about industry trends, giving tips and advice, or showing how your products or services have helped other people.
Ways to get B2B content to people
There are many ways to get B2B content out there, such as:
- Weblog and website
- Social media
- Email marketing
- Live events and webinars
- Events and trade shows
When choosing the channels for your B2B content marketing campaign, you should think about your target audience’s needs and preferences. For example, if the people you want to reach are active on social media, you may want to put most of your efforts there.
Best practises for making B2B content that works
It’s important to follow these best practises when making B2B content that works:
- Know who you’re writing for: To make content that resonates with your audience, you need to know what they want and what they need.
- Focus on value: The content you make should be useful to your audience, whether it’s information, new ideas, or answers to problems they’re having.
- Keep it relevant: The content you write should be for the people you want to reach and should talk about things that are important to them.
- Make it easy to understand and use: The content should be easy to understand and use, whether that’s through clear writing, interesting visuals, or interactive elements.
It’s important to spread the word about your content once you’ve made it so that as many people as possible can see it.
Content marketing that works well for B2B
Here are some examples of B2B content marketing campaigns that have worked well:
Hubspot’s inbound marketing campaign is a great example of a successful B2B content marketing campaign. They have become thought leaders in the marketing industry by making content that their target audience likes.
Intel’s “The Power of 4” Campaign: Intel’s “The Power of 4” campaign is a great example of how B2B content marketing can be used to teach and inform. Through a series of helpful videos and articles, Intel showed off the benefits of their products and set themselves up as experts in the field.
Salesforce’s Dreamforce Event: Salesforce’s annual Dreamforce event is a great example of how B2B content marketing can be used to bring people together. Salesforce has set itself up as a thought leader and a valuable resource for their target audience by hosting a conference and expo that focuses on the latest trends and innovations in the industry.