A Complete Guide to B2B Content Marketing [2022]

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For any marketing strategy to be effective, the critical part is to know what audience you are communicating with.

After all, however brilliant a campaign or action may be, it will only generate positive results if it makes an impact on who you want to convince to become a customer of your company.

Therefore, to create content that is attractive to the user, it is no use trying to replicate the same strategies used in B2C actions. Understanding the differences between these approaches is fundamental to creating more effective campaigns.

To help you get off on the right foot, we have prepared a complete guide with the most important topics to be addressed so you can produce content to impact what really matters: the importance of this strategy, the netherlands cell phone number list most common mistakes and successful examples. Check it out!

What is B2B Content Marketing?
The first step, of course, is to understand what this concept means. The ultimate goal of B2B Content Marketing is to produce relevant content to convince other companies to buy a product or service. The actions, therefore, are not aimed at the consumer, but rather at decision-makers in other companies.

Therefore, the approach also needs to differentiate itself from what is commonly used in B2C Content Marketing, for example. In any business strategy, your planning is shaped according to the profile of your target and, in this case, the communication needs to be completely different.

As a consumer, you are much more susceptible to being impacted by campaigns and actions with a more emotional approach, which will not work when trying to convince other companies to buy what you have to offer. Your target needs more information and concrete data that will engage them.

B2B Content Marketing seeks, through the production of relevant content, to strengthen the brand’s digital presence in the market, facilitate lead generation, and show the prospect what your company can do to help you. While the consumer looks for offers and entertainment, a business wants efficiency and knowledge on its part.

Your entire strategy, therefore, needs to be focused on the company you want to convince. It’s one thing for you to make decisions about what to buy at a supermarket—it’s another to hire a service for the company you work for. That way, the communication of the content produced also needs to be different.

What’s the importance?
According to a study by the Content Marketing Institute, 89% of marketing professionals who work in B2B models already use the production of relevant content in their communication strategies.

In a competitive market, it is necessary to find competitive differentials to stand out from the others, and to produce content for consumers. Instead of just promoting your brand, products, or services, you will focus on creating materials that can help the reader solve a problem and improve their performance.

The possibility of making better use of your company’s resources should also be taken into consideration. The 2018 Content Management & Strategy Survey shows that one of the critical benefits of this strategy is to be able to impact the right user at the most favorable time to close a transaction, for example.

Another crucial data to justify the relevance of adopting B2B Content Marketing in your company’s planning is the confidence that decision-makers have in this type of material. According to information from DemandGen, 47% of these consumers have more confidence in this type of content at the time of research and to close purchases.

When you make relevant materials available to the market about the sector, your company becomes seen, valued and, in some cases, even known among consumers. This work of brand awareness is fundamental for your brand to be seen as an authority within its area of operation.