5 Content Marketing Tactics For B2B Businesses

When it comes to B2B businesses, content marketers face some struggles. Because in B2B, the target audience is quite different and the content is highly technical. So, when you're starting on content marketing for a B2B business, you can't just plainly follow the B2C content strategy. 

"... a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – to drive profitable customer action."

Every year, customers have increasing control over what marketing messages they wish to consume.  Gone are the days when a business could bombard prospects with marketing messages. Now prospects must be attracted with useful content.

On Google Trends, it is visible that content marketing trends have grown over the past few years and it is now one of the primary channels for brands and even for a creative digital agency in India to acquire new customers. 

As consumers, we're becoming immune to advertising. At least 30% of internet users now use an ad blocker. We have increasingly complex purchase journeys where we're wanting to connect and engage with a business before making an inquiry or a purchase.

And this is where content marketing comes in.

When we look specifically at B2B, we're usually talking about high-average order values and long-term commitments. These aren't throwaway consumables. Those buyers want that increased confidence that they're working with the right service provider or supplier.

Content marketing helps brands to attract, engage, and delight their audiences, both before, during, and after they make a purchase or engage a service. It's a massive opportunity to position your brand as thought leaders; as experts at the top of your field and to become a key voice in your industry.

1) Blogs: Blogging is not a long-form of content to advertise. Blogging is done to educate your target customer about your products and services the value those products and services bring to your target consumer. Don't think of blogs as talking about yourself. It must talk about the user's pain points and try to solve them. 

2) Collaborations: This involves creating and curating others' content on their websites. It means to connect with people in your domain and show your website visitors that you have a good reputation in this industry when they see your name and article on a famous website. 

3) Social Media Marketing: Social media marketing goes without saying. But when it comes to B2B, the platform is very important. Instagram might not be the best platform for your business. Mostly in B2B, Linkedin is the preferred choice to drive sales and build brand awareness for your product. If you connect with a leading social media marketing agency in India then they will tell you all the best platforms for your business.

4) Webinars: Webinars are the latest form of content marketing where you tend to provide free knowledge to your set of target audience and then retarget them to sell your services and products. That's how webinar content marketing works. 

5) Case Studies: Case studies give the real picture of your services and products. Not only it gives the customer the right value about your product/service but also it gives them the idea of customer satisfaction by reading testimonials. 

So, next time when you're about to pitch a B2B band for content marketing, don't try to sell all your services. Focus on what's essential for them and then pitch for the same. 

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