The (Only) Working Guide to B2B Content Marketing

As a business, you’re always looking for ways to sell your products or services. Content marketing is a great way to do so: When you generate informative, useful, and interesting content for your audience, you can also directly or indirectly sell your products or services to them.

Doing so will not only help sell the product but also work toward establishing a better relationship with vendors, partners, and clients. Content marketing can give B2B companies a truckload of options to keep their audience engaged. Let’s see how.

Top Priorities & Unique Challenges for B2B Content Marketing

Unlike B2C (or “business to consumer”) marketing, B2B companies have the unique challenge of not always being present in the eye of the customer. When you’re at the grocery store, you see products representing thousands of brands and companies lining the shelves. There are advertisements every several minutes on TV and on nearly every other page of a magazine. Restaurants’ signs serve as glowing billboards, attracting customers to come in and dine.

While B2B companies do often post advertisements in industry-specific magazines that their audience may read or a billboard here and there, they do not have as many options in the physical space.

One of the most appealing things about newsletters is that you know this content is desired because your audience requests to be sent it. And you don’t have to limit yourself to just one newsletter, either. You can have newsletters (weekly, monthly, quarterly) that cover different topic areas important to your audience. This allows you to be more specific in your newsletter content and helps you target a larger span of your audience, namely those who are looking for content that is more narrowly focused.

Michael Brenner  is a Top CMO, Content Marketing and Digital Marketing Influencer, an international keynote speaker, author of "Mean People Suck" and "The Content Formula" and he is the CEO and Founder of Marketing Insider Group, a leading Content Marketing Agency . He has worked in leadership positions in sales and marketing for global brands like SAP and Nielsen, as well as for thriving startups. Today, Michael helps build successful content marketing programs for leading brands and startups alike. Subscribe here for regular updates.

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