B2B content marketing is an incredible way for businesses to reach other companies. But is your company doing this the right way? Or, maybe your company isn’t utilizing content marketing at all.
In this post, you’ll want what B2B content marketing is. We’ll also show you how your business can start using aB2B content marketing strategy to its advantage.
What is business-to-business content marketing?
Business-to-business content marketing involves a company creating content for other businesses. This content serves to expand a company’s audience while engaging the readers.
Effective B2B content marketing can propel a business to winning over companies as new clients, building brand awareness, and strengthening relationships with current business partners.
The B2B content marketing strategy to follow in 2021
Now that you know what B2B content marketing is, it’s time to learn how to start pulling off these strategies. Fortunately, I’m here to tell you everything you need to know. I hate filler, so let’s get right into the strategies.
1. Research your audience
What does any good company do before meeting with a client? Research them. When you’re coming up with content as a B2B company, you’ll want to research your readers.
If you have Google Analytics linked with your website, you’re already halfway there. If this isn’t the case, it’s time to set it up. Don’t worry; linking your website with Google Analytics is fairly easy.
Step 1: Make a Google account for your website or sign-in to one you already have
Step 2: Go to analytics.google.com.
Step 3: Add your website to your Google Analytics account.
Step 4: Choose one of several ways to confirm you’re the owner of your website. Since some people find this part a little tricky, here’s the best way I’ve found to verify your website in Google Analytics. Method #2, HTML tag verification, has always been the easiest for me.
Once your website connects with Google Analytics, you can find out:
- How old your readers age
- The genders of your readers
- Where your readers live
- What interests your readers
- And much more
Let’s say that the majority of your readers fall into the 18-35 age demographics. Based on that information, you could make a safe assumption that using lingo and emojis might appeal to this audience.
Using a lot of slang and emojis with a reader base aged 65+ probably isn’t going to win your business any favors (or new business partners).
2. Test content popularity before posting anything
You might think that the only way to know how content will perform is by writing and posting it. But what if there was a way to know how your content performs before it gets posted?
Fortunately, you can do this by using social media. Many companies call this B2B content strategy “content auditioning.” The process to do this is simple.
First, gather the ideas for content that your company has.
Next, create a survey that lists each of your topic ideas as a choice.
Lastly, post the survey and have your audience vote on what they want to see.
While this concept might sound simple, it’s a great way to avoid the pain of working hard on something that no one wants to read.
3. Start syndicating your content
If you’re like most companies, you post new content on your website after creating it. While that’s an essential step of content marketing, you can do even more with your hard work by syndicating your content.
The concept of content syndication is simple, it’s all about getting your new content in as many places as possible.
This concept is similar to when a television show gets syndicated. When older television shows become syndicated, they’re not making new episodes. Instead, television stations broadcast older episodes of a television show to potential new audiences.
When you syndicate your content, you’re taking what you already wrote and sharing it with a new audience.
Believe me when I tell you that there are many content syndication websites. Some of these websites work better than others for getting your content in front of new sets of eyes. Here are a few I can personally vouch for:
4. Avoid thin content
Another issue you might encounter when creating and marketing content is understanding how long your articles need to be. Unfortunately, there’s no magic number for the length of your content.
With that said, lots of smart researchers have worked to develop guidelines on content length. The expert team of marketers at HubSpot recommends that content should be between 2,100 to 2,400 words.
On the other hand, Medium recommended that the most effective content takes seven minutes to read (roughly 1,600 words).
Does that mean every single post you make needs to be within these guidelines? Not necessarily.
The length of your content depends on the topic you choose. Certain topics, especially specific ones, won’t need more than 500 to 700 words to fully cover.
I recommend searching the keyword you’re making content over and looking at the search results. If you find that many top-ranking articles are lengthy, follow suit. When you see a lot of short articles ranking well, you probably don’t need to write a 3,000-word blog post.
B2B content marketing examples you can start applying now
At this point, you should have a good understanding of what a B2B content marketing strategy is. Now, we’re going to look at content marketing examples your B2B company can start applying. Best of all, these methods work well for both large and small businesses.
Cisco uses a unique medium to create and distribute content
Image Source: Cisco
Whenever it’s time to create content, most people (myself included) get ready to start typing. But, sometimes, thinking outside of the box with your content can bring a whole new world of results.
For an example of this, Cisco recently needed to create content about cybersecurity. Understandably, this isn’t one of the most exciting topics in the world. Cisco made content about cybersecurity and, instead of making another content marketing blog, turned it into a graphic novel.
This was a great idea for several reasons. For one, Cisco’s content breathed new life into B2B marketing by using a little creativity. Also, getting to read a graphic novel is more fun than skimming through a website for the 500th time.
General Electric makes B2B content marketing engaging
Image Source: Txchnologist
Something many B2B content marketers struggle with is creating engaging content. Making sure content is engaging is one of many B2B content marketing best practices. Sometimes, these companies don’t always operate in the most “fun” of industries.
Instead of trying to sell a customer on a new coat or car (something fun), you might be trying to appeal to decision-makers about “boring work stuff.”
But B2B content doesn’t have to feel boring or like work, it’s all about the approach you take. With that in mind, consider taking a page out of General Electric’s B2B content marketing machine: Txchnologist (not a typo, this will be fun to spell check!)
Instead of finding the same topics that have been covered to death, General Electric works to discover new ideas and present new information to its readers. As a result, GE’s publication has a following of over 500,000 readers.
Deloitte uses interactivity to its advantage
Image Source: Deloitte
Another great example to follow when creating B2B content is to make things interactive. Most people that make up your company’s target audience spend hours each day reading content and combing through data.
Instead of giving them more of the same, do something different. With that in mind, Deloitte recently created Business Chemistry to offer something new and fun for its readers. Business Chemistry utilizes analytic technologies to provide insights about your company and its employees.
There you have it, a look at how to start and succeed with B2B content marketing in 2021. When it comes to creating excellent content, be patient and results will follow. The next thing I recommend you do is to get started creating content. Things might seem new and unfamiliar now, but it’s that way for everybody. As you continue creating B2B content, your skills will continue to improve.