How B2B Businesses Can Grow Through 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. And it’s an indispensable part of your B2B marketing strategy.

Quick Takeaways:

  • B2B businesses have less options than B2C to advertise via traditional means.
  • Digitally, B2B marketers can tap all the platforms available to their B2C counterparts.
  • Cross-post your content across channels, including those that you own and those that you don’t.

Unique Challenges for B2B 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.

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