Content Marketing in B2B
Posted: Sat Jan 18, 2025 5:42 am
Communication and marketing professionals know it: content marketing, a technique adopted by many B2B companies, does not go unnoticed. In this guide you will find all the keys to understanding how to define an effective Content Marketing strategy for your business.
What is Content Marketing?
According to Hubspot , “ Content marketing is a marketing strategy that involves creating and distributing relevant, useful, and informative content to engage an audience and improve visibility .”
The goal of this technique is to drive as many visitors as possible to a website or landing page —a contact form, for example. Since the hook is editorial and not promotional, the visitor or prospect will feel more comfortable “consuming” this content, for free, even if it means leaving their contact information.
It doesn’t matter what nature of content you use—white papers, magazines, videos, etc.—as long as you offer your target audience a relevant answer that “resonates” in their minds.
And the more qualitative the content, the better the image of the company will be. In this sense, the journey of prospects can be quite long before reaching a website .
During this journey, they compare content, search for information to get answers to their questions, and consult articles, guides, or other simple media. Offering them a variety of content that answers specific questions will be a good start for an effective Content Marketing strategy.
Content Marketing: challenges for B2B
As you may have already understood, content is the key to a good Content Marketing strategy. However, the objectives in B2B are not necessarily the same as in B2C, and the purchasing cycles are sometimes much longer. Therefore, it is necessary to be more strategic and adapt this technique as best as possible.
One of the main differentiating points is the very nature of the content. Thus, it is necessary to privilege editorial content in relation to the sector of activity , always taking into account the need for information on the part of prospects and highlighting the company's internal skills.
The starting point is to be able to answer the following questions clearly and in detail: What content? What type of audience? What format? What channel?
CONTENT
Whether in B2B or B2C, it is best to adapt the Content Marketing strategy to the nature of the target audience. In this way, a prospect who begins a search cycle will feel more comfortable with short content such as infographics or videos, while another who is at the end of the search cycle will want to consult more technical content (white papers, case studies, webinars, sector reports, etc.) in order to make the best decision —collaboration, purchase or investment—.
AUDIENCE
Learning to understand your target audience is an excellent starting point for your Content Marketing strategy. It is recommended to use survey-type tools or data analysis services such as Google Analytics, but also persona cards to define typical profiles.
FORMAT
The same content can be presented in different ways—a white paper adapted into a blog post, a video transformed into an infographic, etc. The idea is to be able to use the right medium on the right channel.
CHANNEL
Everything that is valid for B2C is also valid for B2B. Mailing, social networks and blogs are austria mobile phone number list the perfect showcases for content, regardless of its format. Preference should be given to short and animated content on social networks, and longer content on institutional sites or blogs.
Content Marketing: How to calculate the ROI of stocks?
According to Demand Metric , Content Marketing actions cost 62% less than traditional advertising and generate almost 3 times more leads.
For Content Marketing as for any other digital marketing action, it will be necessary to take into account that the return on investment is long-term . It will also be important to know how to correctly define:
Key performance indicators, as a sum of expected results: number of visits to a website or landing page.
Traffic or conversion.
Engagement through social media posts, etc.
The goal of Content Marketing is to attract and retain the public . Therefore, the more quality content you produce, the more you will stand out as a specialist in a field and the better visibility you will have in search engines, with your content in the top positions of the results pages. Content Marketing will be the perfect ally to achieve your business objectives !
What is Content Marketing?
According to Hubspot , “ Content marketing is a marketing strategy that involves creating and distributing relevant, useful, and informative content to engage an audience and improve visibility .”
The goal of this technique is to drive as many visitors as possible to a website or landing page —a contact form, for example. Since the hook is editorial and not promotional, the visitor or prospect will feel more comfortable “consuming” this content, for free, even if it means leaving their contact information.
It doesn’t matter what nature of content you use—white papers, magazines, videos, etc.—as long as you offer your target audience a relevant answer that “resonates” in their minds.
And the more qualitative the content, the better the image of the company will be. In this sense, the journey of prospects can be quite long before reaching a website .
During this journey, they compare content, search for information to get answers to their questions, and consult articles, guides, or other simple media. Offering them a variety of content that answers specific questions will be a good start for an effective Content Marketing strategy.
Content Marketing: challenges for B2B
As you may have already understood, content is the key to a good Content Marketing strategy. However, the objectives in B2B are not necessarily the same as in B2C, and the purchasing cycles are sometimes much longer. Therefore, it is necessary to be more strategic and adapt this technique as best as possible.
One of the main differentiating points is the very nature of the content. Thus, it is necessary to privilege editorial content in relation to the sector of activity , always taking into account the need for information on the part of prospects and highlighting the company's internal skills.
The starting point is to be able to answer the following questions clearly and in detail: What content? What type of audience? What format? What channel?
CONTENT
Whether in B2B or B2C, it is best to adapt the Content Marketing strategy to the nature of the target audience. In this way, a prospect who begins a search cycle will feel more comfortable with short content such as infographics or videos, while another who is at the end of the search cycle will want to consult more technical content (white papers, case studies, webinars, sector reports, etc.) in order to make the best decision —collaboration, purchase or investment—.
AUDIENCE
Learning to understand your target audience is an excellent starting point for your Content Marketing strategy. It is recommended to use survey-type tools or data analysis services such as Google Analytics, but also persona cards to define typical profiles.
FORMAT
The same content can be presented in different ways—a white paper adapted into a blog post, a video transformed into an infographic, etc. The idea is to be able to use the right medium on the right channel.
CHANNEL
Everything that is valid for B2C is also valid for B2B. Mailing, social networks and blogs are austria mobile phone number list the perfect showcases for content, regardless of its format. Preference should be given to short and animated content on social networks, and longer content on institutional sites or blogs.
Content Marketing: How to calculate the ROI of stocks?
According to Demand Metric , Content Marketing actions cost 62% less than traditional advertising and generate almost 3 times more leads.
For Content Marketing as for any other digital marketing action, it will be necessary to take into account that the return on investment is long-term . It will also be important to know how to correctly define:
Key performance indicators, as a sum of expected results: number of visits to a website or landing page.
Traffic or conversion.
Engagement through social media posts, etc.
The goal of Content Marketing is to attract and retain the public . Therefore, the more quality content you produce, the more you will stand out as a specialist in a field and the better visibility you will have in search engines, with your content in the top positions of the results pages. Content Marketing will be the perfect ally to achieve your business objectives !