B2B Content Marketing

Blog Post

8 min

Blog Post

Blog Post

Blog Post

10 min

J. David Green

White Papers

J. David Green

Blog Post

10 min

J. David Green

Podcast

15 min

How to Use Content Marketing to Build Trust with Senior Executives

B2B Content marketing

Yadin Porter de León| Global Executive Content Strategist| VMware| LinkedIn

J. David Green

Blog Post

15 min

J. David Green

Blog Post

5 min

J. David Green

Podcast

15 min

How to Become a More Empathetic-Marketer

B2B Content marketing

Brian Carroll| Founder and CEO| markempa| LinkedIn

J. David Green

Podcast

15 min

How to Use the Jobs-to-Be-Done Theory to Reach an Executive Audience

B2B Content marketing

Yadin Porter de León| Global Executive Content Strategist| VMware| LinkedIn

J. David Green

Blog Post

5 min

J. David Green

Podcast

20 min

B2B Empathy-Based Marketing, Trust, Lead Generation

B2B Content marketing

Brian Carroll| Founder and CEO| markempa| LinkedIn

J. David Green

Let’s back it up, what exactly is content?

Content is a vehicle for conversations. As a marketing asset, content includes any published piece (blog post, ebook, video, social media snippet) designed to educate, entertain, and communicate with your audience. Content serves as a way to engage prospects and familiarize your brand name with your target market.

In the world of digital and B2B marketing, content is king. What was once a nice-to-have, is now a necessity for the modern brand. Bottom line, content helps brands spark conversations to foster, nurture, and build relationships.

B2B content marketing is huge

The goal of B2B content marketing is to move prospects from one stage of the funnel to the next. In order to successfully move leads through the buyer’s journey, you need to use the right content at the right time. The most successful B2B companies start with tactical content strategies. As a means to increase brand awareness, establish thought leadership, and spark conversations, content can wear many hats.

At the top of the funnel, content can be used to build brand awareness and bring visitors to your site. Not only is content great for traffic, but publishing robust resources for your audience, no strings attached, is a great way to establish authority and position your brand as an industry thought leader. By providing valuable blog content, ebooks, videos, or even free tools (without pushing your product or services) you’re building top-notch trust with your audience.

As your prospects get to know you and your relationships progress, so should your content. Content at the middle of the funnel (including white papers, how-to articles, and demos) can be used to subtly position your brand as the clear front runner. While at the bottom of the funnel, your content can outline the logistics of exactly what it’s like to be your customer.

Content can be used to finesse buyers from the top, middle, bottom, and beyond the funnel. As a tool for client acquisition and retention, content is an undisputed necessity. Frankly, if you don’t have a dedicated B2B content marketing strategy, you're behind the times.

Not all content is created equal

In a content-saturated age, it can be hard to stand out from the crowd. In order to cut through the noise and reach your target audience, you need the creme de la creme of content.

What makes great content?

Buyer personas are another approach that aims to clarify your target audience - so you can be more successful in connecting with them. The better understanding you have about who your buyer is, and the specific problems they’re trying to solve, the easier it will be to create messaging that speaks to their needs.

An additional facet to consider is that, depending on your personas, the buyer’s journey may look radically different for each of them. Before investing in a large campaign roll-out, it’s a good idea to flesh out personas that well-represent your most successful customers. You may be able to mine your existing CRM data to uncover the path that these customers took from prospect to closed-won, so you have a good idea of what content worked to peak their interest so you can build a campaign from those learnings.

Why B2B Targeting Isn’t Working For Most Marketers

At its core, great content is valuable. Your marketing assets (especially at the top of the funnel) should always aim to be, educational, helpful, or engaging. Sharing knowledge, resources, and data with your community, free of charge, is a surefire way to build the strong foundation needed for solid relationships. Your team should always aim to create content to educate your reader, help them level up their skills, or simply entertain (like a glimmer of humor in their monotonous workday).

Great content is tailor-made to your target audience. Your piece could be the Iliad of our time, but if it doesn’t resonate with your target audience, it’s useless. To craft high-quality content you need to ensure it’s relevant. What does your audience want to know more about? What skills are they looking to improve? What channels are they using? When are they online? Answering these questions and building buyer personas will help you serve up the best content for your audience.

The most successful content is digestible. When it comes to content creation, it’s important to write for the beginner. You’ve worked hard to lead your readers to this page, don’t alienate them with complex industry jargon. You won’t get far if your readers nod off too quickly.

The many types of B2B content at your fingertips

Lead magnets are designed to woo readers into providing their contact information in exchange for your content. High performing lead magnets are often packaged in the form of a whitepaper. What separates a good white paper from a great white paper is exclusivity. A top performing lead magnet should provide answers to readers that they can’t get anywhere else.

SEO (search engine optimization) content is used to drive organic traffic. This rank-centric content is all about identifying the best keywords for your brand and putting those keywords to good use. SEO content can strategically improve your search engine ranking, drive traffic back to your site, and bolster good old brand awareness.

Editorial content is anything created to inform, educate or entertain your audience. Blog posts, podcasts, and ebooks are all rewarding forms of editorial content. Editorial content is often the reason someone lands on your site in the first place. As a result, editorial content is anything but “sales-y.” These reads are a great way to engage with your community, establish your brand name as a thought leader, and start a conversation with no sales pressure.

Engagement-based content is a conversation starter. In short, engagement-based content is the secret ingredient to breath life into your existing marketing efforts. These snackable content pieces are designed to spark conversations and reinforce your existing brand strategy.

Trending content is “so hot right now.” Much like engagement based content, the purpose of trending content is to increase brand awareness, reinforce your brand story, and capture new audiences by riding the wave of an online trend.

Evergreen content is content that stays relevant long after it’s published. Hailing its name from the mighty evergreen tree, evergreen content is the gift that keeps on giving. Evergreen content bolsters your SEO efforts through educational, informative, and forever fresh content. These pages become even more valuable the longer they’re live, as visitors and web traffic grow over time.

Where to start with B2B content marketing

With any initiative, B2B content marketing starts with a goal. Before you put pen to paper (or fingers to keyboard), you need to first determine the stage of the buyer’s journey you want to focus on. When it comes to crafting content ideas, your best resources are internal.

To create the most relevant and helpful content, start by harvesting content topics from your sales, customer support, and product teams. What are the most common questions coming from customers? What is the biggest pain points of the industry? What makes our customer’s lives easier?

Successful B2B content marketers create content that answers these questions and more, providing a sure-fire way to start conversations, deliver relevant value, and engage audiences.