B2B Impact on a Content Marketing Strategy
Categorized in: B2B Digital Marketing, Content
When creating a content marketing strategy, there is a lot that goes into it. One of the major factors is whether the company is a B2B or B2C. Both types of business require an entirely different strategy in order for the business to thrive through the content. In fact, there are a few key factors involving B2B’s that directly influence the content marketing strategy. Here’s a look at what these factors are.
Build Your Expertise
For B2B’s, content is a chance to showcase your expertise in your niche. This, in turn, builds authority and even positions you as a thought leader. For any B2B, the struggle is to find a way to carve a place for your business within your industry. This is the easiest way to do it, but to be clear, it isn’t simple. There’s a lot that goes into creating a content marketing strategy that builds authority.
In fact, it could take several years of consistent, weekly, or even daily effort to build this expertise. However, it is worth it. You want your audience to read your content, find it helpful, and know they have somewhere to go to solve some of their problems.
Sales Cycle Is Longer
A key way that B2B truly influences the content marketing strategy is in the fact that the sales cycle tends to be longer than it is in B2C. This means that aligning the content with the sales cycle is crucial. The transactions often include higher price tags, for example, which means that decision-making tends to be a lot slower.
Since the sales cycle is so long, it means that prospects need to be supported through all the phases. Where will they get this support? Ideally, you want them to stay engaged with your brand to get all the answers, but they can’t be engaged unless they see you have plenty of content to satisfy them.
Focus on Creating Value
Although this is true for every content strategy, no matter if it’s for a B2B or not, is that the content needs to create value. If it doesn’t then it won’t have the desired effect. However, the thing that is different about B2B is that the value is delivered in a different way than it would be for B2c. There is a strong need for educational content for B2B. Plus, long form pieces tend to deliver more value for this audience than short form ones.
So, the goal should be to use the content strategy to create value. This is your chance to show the audience how valuable your brand really can be. If your content is valuable. it will directly translate to your brand. So therefore, it will show prospects that your brand has value for them.
When it comes to content marketing, B2B has a direct influence on how the strategy is planned for and then implemented. These points need to be considered in order to deliver a content marking strategy that actually gets results.
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