B2B customers need brand marketing support, especially educational and awareness building activities.  A brand identity is created on personal relationship so content marketing is a relevant marketing discipline as it can be a vehicle for improved financial KPIs like brand engagement and satisfaction and it can drive sales. Value added content will helps drive B2B transactions.  

Today markets are dominated by search/information gathering by prospects, and business 'knowledge' will help a company achieve its marketing goals. Content marketing activity complements the complexities of this providing information needed for all forms of marketing communication such as web, social media or PR.

Content creation should be about developing a content experience. It helps build trust with stakeholders and provides context for your brand, services and products your stakeholders engage with on a business website. Having a focus on understanding your customers’ communities and developing a content programme that appeals to your stakeholder needs is an integral part of the user experience. Any content marketing campaign needs to be anchored around moving the brand metrics for example awareness, perception, favourability, to maximise effect and get it running in the right direction.

Brand terms and keywords need defining. Your brand terms must be backed up by monitoring and analytics to see how many people engage with you using your chosen search terms, how things change over time, and whether any visitor spikes indicate a article or piece of content has helped to influence visits.  Ongoing monitoring (alerts for news/trends - Google, Twitter) will help identify breaking news relevant to the brand.

All marketing needs content and your content strategy can be built into a marketing plan around a central umbrella of themes.  If timetabled, it will focus activity and make it work harder (and together) rather than be a responsive, random approach based on what is required under time pressure.

If a coherent over-arching strategy is aligned with the core business plan and coordinated across the business a good content marketing strategy will:

  • Satisfy a need by providing the end user (consumer or professional) with the much-needed clue-gathering information;
  • Position your business as a thought leader;
  • Offer a person-centric approach
  • Be evidence-based
  • Encourage teamwork/communications
  • Promote brand awareness, customer retention and help develop, nurture and direct relationships towards lead conversion/purchase;
  • Build trust among customers;
  • Engage stakeholders;
  • Provide a user experience
  • Provide a vehicle for improving financial and other business KPIs;
  • Improve search rankings and inbound links.

Think content and the returns will follow. 

If you require assistance developing your B2B content marketing programme please contact BxBy Global.