The number of articles on the internet on B2B content marketing strategies is impressive, even if the advice isn’t always great.
When analyzing the information on B2B content marketing strategy available on the internet today, there seems to be a consensus to do the following things:
- Define your goals
- Develop your buyer personalities
- Track your competition
- Advertise on LinkedIn, etc.
These are good steps, but there is a critical gap in this body of knowledge: who are B2B audiences and how are buyers behaving?
Understanding what to do when dealing with a particular group of people is crucial. However, knowing who you are dealing with can develop the right mindset to do whatever needs to be done and evolve as needed.
As far as I know, the online world is constantly evolving, and an idea that is close to your heart today may be of little use tomorrow.
For this reason, solid marketing ideas should always be based on understanding your market. Read on to see five commonalities that B2B customers have in common.
Your Site UX is the first impression of your company
A B2B buyer landing on your page for the first time might have landed on one of the 527,200 websites created every day.
And of the millions of entrepreneurs who do whatever it takes to capture the largest (or smallest) market share, you are just one more.
So your best chance of engaging them starts with the type of user experience you give them when they land on your website.
As a serious business owner, the look and feel of your website says a lot about the type of service you offer, especially for the B2B audience.
According to FocusVision, 70% of B2B buyers consume their content on a vendor’s website and they consume a lot of content before making a purchase decision.
Check out the graphic below.
Photo credit: FocusVision
Because of this, it is very important to put a premium on your overall site architecture and UX.
When you start planning your B2B content marketing strategy, double-check your website to see if the design can force someone to take a closer look at the website.
The classic but timeless marketing joke from one Ogilvy is, “You can’t bore people into buying your product.” Selling to B2B customers in the internet age is no longer just about your story bias or your content, but also about the visual and the experience it brings.
Make your UX so that your website visitors spend more time. And even if most of these goals come out as serious people, a playful design that isn’t boring doesn’t hurt. Take, for example, what Grammar does with their premium service.
Or what’s a delicious meal in a smelly restaurant?
The lesson is pitching
B2B buyers are knowledgeable and smart. Knowledgeable, not in the sense that they know everything, but smart enough to know that there is always more to learn.
What they are looking for is content that shows them and tells them something that they have never known before. At least it was something they never knew was a problem or a solution.
And you have to help them see that in your content. So they need lessons, not pitching.
At IPI Group we have developed a new process automation tool that is different from what our customers knew before. The core of our marketing strategy was initially to show them that they could only use 20% of the other tools they were familiar with, and our own tool unlocks everything.
It aroused great interest among our customers who wanted to know more.
Well, that’s justification, an escape from their rip-offs.
When we talk about B2B marketing content, we are talking about comparative reports, cutting edge insights, unique critical guides, and so on.
A B2C shopper may be looking for some tools to use quickly or a solution to an immediate problem. A B2B buyer is in no rush. According to the Demand Gen Report 2020 on B2B Buyer Behavior, it takes between 2 and 6 weeks for a B2B buyer to make a purchase.
As you create B2B content, try to teach, inform, and inspire.
Easy to read is a tried and true principle for writing sales. Make sure your content is easy to understand.
Write like someone who knows the bread and butter of your industry, but make sure they never have to spend their time wondering what you meant. Just avoid ambiguity.
Date, date, date
“66% of B2B buyers want vendors to use more data and research to support content.” This is what DemandGen’s Content Preferences Report 2019 says.
But only when you see this research do you know that this is a requirement. The primary purpose of marketing content creation is to help your audience make informed decisions quickly.
When you need to tell a story that will prompt the audience to take immediate action, there is no better way than putting it in numbers.
In copywriting, there is a lesson in concreteness that, by and large, means numbers. When you say, “a large number of people drive a Tesla in Seattle,” “a large number” is abstract.
But when you say, “Of the 102 billionaires who live in Seattle, 94 drive a Tesla,” that’s specific information right there.
Do you want to help your B2B audience make their decisions on time? Help them find the numbers.
Data helps eliminate ambiguity, arouse curiosity, and understand information. And when a decision is based on solid rock numbers, it tackles pre-purchase dissonance that B2B buyers obviously don’t have time for.
Content distribution now means content reuse
Organic traffic is a very good place to get leads, but it’s known for not getting instant results.
With the speed at which startups are emerging nowadays, victory can favor speed; the one who first caught the buyer’s attention.
And if you insist on just spreading the old ideas, you may get impressions but never attention.
The only salvation you can have now is giving more. After all, placing is the first order in content marketing.
To do this, I advise you to focus on one of these three things: online learning, webinars, and guest blogging.
In the past few days, the number of webinars being hosted by Salesforce has grown insane. MarketingProfs hosts both webinars and offers online courses from time to time. And Neil Patel goes all out in the free online courses he’s offered over the months.
However, nothing confirms our suspicions of this new trend as much as On24’s data shows that the number of people taking online learning and webinars is steadily increasing.
If you run a social media ad today, most people will ignore it – ad fatigue is real. However, webinar and online course participants are active participants who listen and understand because they promised to give them something.
Getting featured in a webinar or starting your own online course is a gold mine for lead generation.
Take the content you create and use it for other content like webinars and podcasts. See how many new people they reach.
And businesses were started when guests blogged. Writing 150 blog posts, Buffer went from zero to 100,000 users in nine months. And KISSmetrics has created 47 infographics that have generated more than 40,000 backlinks.
Guest blogging will help you build your brand awareness and, if you know your way around, earn backlinks too.
Positioning is everything for the B2B audience
As a rule of thumb, if you want to grab the attention of the B2B audience, you should have one word on your mind.
Value is the mechanism of action that drives B2B content marketing.
You can opt for entertainment, you can use empathy, and you can be great at many things, but if you don’t have a position that clearly communicates your solution, the B2B audience will never turn an eyelid.
In order to establish attractive positioning for B2B, you would like to tell them the following:
- This problem has never been resolved
- This is a better way to solve this problem
- This is a problem, you just don’t know it yet
- With this solution you will make more money
- This solution will save you more money than any other solution available
And in order for them to know that you can do all of these, you need to find ways to prove it by the type of content you post.
Let’s take a look at some tactics for brand positioning based on content.
Establishing authority means one thing: Show them that you are the absolute expert on the solution your brand promises.
Over the years, B2B brands have used various strategies to establish authority in their industry.
Some of the things they do are:
- Conduct research and make it available to the public
- Publish case studies
- Show their social proof by mentioning big companies they patronize
- Master the search engine
- Publish great articles on authoritative websites such as B. Guest Posts
Deviating from the evidence
The second law in the 22 Immutable Laws of Marketing dictates that if you can’t be the first in a category, create a new category that you can be the first.
In 2015, as the link building gold rush continued to rise in the SEO industry, SEO Brian Dean found an unusual way to get backlinks. He called it “the skyscraper technology”.
It was the first discovery of its kind and advice unlike any other. To this day, it is still a point of reference for SEOs.
When you have a few that stand out from the crowd, post them.
Sometimes this is as little as asking a challenging question like I did in this guide to starting a lifestyle blog.
For the title, I asked, “Do you have what it takes to start a lifestyle blog?” Then I went on to analyze some issues that were not previously revealed in any of the similar pieces of content on the web.
In the end, unique positioning is as easy as it sounds: Be different.
Many articles on B2B content marketing strategy are available on the internet, but most don’t know who is reading or what stage of their marketing journey they are at.
Unfortunately, the world will never be short of generic methods that most people fail to figure out what underpins the methods that work. The most important thing to understand when selling to a B2B audience through content marketing is understanding their behavior.
This is because no marketing or sales plan will ever go exactly as planned. However, if you know your target market well enough, you can be innovative and still stay within the boundaries.
Here in this post extracted for you is a list of things you should know about B2B buyer behavior.