Companies that are business-to-business (B2B) by nature will have to market their brands using a different game strategy than the B2C (business-to-consumers). There is a lot of strategies that B2B companies can adopt but in my opinion, content marketing is still the best and the most effective strategy for them.
Here are the 4 ways how content marketing can help the B2B companies:
1) Improves Brand Credibility
Write original content about the industry, the trends and also about how your products and services can help your potential customers. Be as objective as possible. That means no sales talk. The more objective you write, the more credible your brand will be perceived in the minds of your targeted consumers.
As the saying goes, “perception is reality.” There is a psychological effect behind good content marketing – when we read an article, the voice in our heads are usually read to us. Right? And we trust our own voices more, right? Hence, if your prospective customers will to read your content, their own voices will be convincing them to believe and like your brand more!
2) Specific to Customers’ Needs
Write articles that are specific to your customers’ needs. Write the content in such a way to educate these customers about how your products and services can help their companies. The more you write about them, the more they will feel that your brand is worth to check it out. Aim to be the thought leader in your industry by contributing relevant content.
Create niche content for niche group of consumers. For example, if your business is a commercial interior design firm. You can write topics such as restaurant design, retail shops design, hotel designs, office designs, schools design and so on. In this way, each niche group of consumers can perceive your brand’s products and services as the solution when they need your expertise in the future.
3) Better Reputation Management
Some may think that content marketing is website content. It is not like that, it is much more than that. Content marketing for businesses today is also about putting the content in other online and offline sources.
It is also about how the company writes and share content on social media. Even the short comments on Facebook or that little tweet from your company Twitter’s handle, can be part and parcel of your content marketing strategy. Every thing that your company published can greatly reflects your brand image and contribute to reputation building. Good content management will therefore lead to better reputation management for your brand. Hence, it is very important to employ a marketer that is well-verse in managing your content marketing.
4) Brand becomes more searchable online
The key – is to contribute as many articles as possible. Your targeted prospects will have a higher probability of finding your company through your articles online if your brand has a lot of articles being archived on the Internet. Hence, do make sure that you write more articles and link your company’s URL in all your articles.
In this competitive age, when every company is eyeing for the first page spot on Google, good quality content will determine whether your company can appear consistently on Google’s first page. Moreover, online content has more staying power than any form of offline media. It can therefore helps your business to sustain in the longer run.
Avoid content marketing fails
There is a saying, “if content is king, then channels are th queens”. If your business have good quality and original content, then you should find ways to spread the word! One reason why some B2B businesses failed in content marketing is because they do not market their content to more audience.
Content channeling is the key factor that will determine your B2B content marketing success. Check out my next article in the next few weeks and find out how to channel your content and therefore make your businesses to take off at a very fast pace. Cheers!
[The blog post is originally posted on Marketing Strategy Expert.]