Welcome back to Zen Media’s five part series on B2B internet marketing! If you read last week’s installment on B2B social media marketing, then you know that the next logical topic is B2B content marketing – because what will you be sharing on all those social media channels, if not content? Over the next few blog posts, we’ll also be covering digital public relations, search engine optimization, and email marketing, so be sure to check back here for those. But for today…it’s all about the content.
And actually, it’s always all about the content. Content is king, remember? No matter how you’re trying to connect with other businesses, whether through social media, email, or your website…if the content you offer is less than stellar, you won’t go far.
So how do you make sure that you’re sharing the right content with people? We’re glad you asked! Here are the two most important B2B content marketing tips, to get you started on the right path.
1. Customize your content for your audience. In B2B marketing, you’re dealing with people who are experts in their own fields, but probably don’t know all there is to know about yours. For example, if your company sells software to hospitals, you know you’re dealing with experts in the health care industry. And the people in charge of buying their new software are probably also familiar with the most common brands of hospital software available.
The trick here is to educate these businesspeople about how your product stands out, and how it can help them in their work, while also respecting their expert status. Simplistic articles explaining in general terms how software helps a hospital just won’t cut it – in fact, they’ll seem insulting. Assume that you are speaking with an intelligent, savvy businessperson, just like yourself, and then create content accordingly.
Try thinking like one of your customers.
What concerns do they have? What problems might they be encountering with their current product or service? How will your product or service help to turn that around for them? Show them that you understand their day-to-day needs, and then show them how your business can help them.
2. Don’t promote yourself – in most of your content. Here’s the thing, though: Content is not all about self-promotion. It should actually be about providing value to your potential clients. Now, of course, there’s a time and a place for self-promotion – otherwise, no one would know what your company offers! But that place is your website, and maybe an occasional email. Your blog, your regular email newsletter, and any additional information, such as white papers, that you offer on your site, should contain valuable information that will be useful to your potential clients, but should not focus on promoting your products or services.
Once the businesses you reach out to come to see your company as “the experts,” and as the ones willing to help others by providing tips and articles relevant to their business success, they’ll be much more likely to come to you first when they need your product or service.
Now, once you’ve started creating that perfect content for your website, blog, and emails, come back for part three of our series, to learn even more about B2B internet marketing!