Twitter Facebook LinkedIn Flipboard 0 Get a quick overview of content marketing for your B2B firm. Definition of Content Marketing Content marketing includes any resource crafted to educate or engage your target market, such as blog posts articles white papers ebooks case studies use cases webinars videos social media posts infographics charts etc. Content Strategy for the Entire Customer Experience Content marketing pieces address every step of the buyer’s journey from discovery to decision to upgrades. They explore things like challenges, problems, answers, how-tos, and education. The Audience Is Your Target Market The audience for content marketing is your target market and includes potential prospects, leads, and customers. The focus for your B2B content marketing is on the end-user and what matters to them, not your company. Always ask, “What value does this offer my audience?” Your Website Is Central to Content Marketing For B2B firms, all content marketing centers on your B2B website. This is often the conversion point for any leads. Most of the content you create will either live on your website (downloads, blog posts, white papers, etc.) or will point back to your website (ebooks, social posts, email newsletters, etc.). Goals of Content Marketing Goals can vary from lead generation to buyer awareness to attracting investors to retaining existing clients to nurturing leads. The one thing to keep in mind is that content marketing is not meant to overtly promote your business, products or services. Rather, it is to educate your target market and give them the information they need to make a decision. If you provide something of value to your target market, you become a trusted source of information and a potential partner. However, if all your content revolves around the features of your products or services – you are just another company selling something. Twitter Tweet Facebook Share Email This article originally appeared on Bop Design and has been republished with permission.Find out how to syndicate your content with B2C Author: Rachel CunninghamView full profile ›More by this author:Old, Outdated Content Marketing Tactics We Wish Would DisappearB2B Content Marketing Practices that Work10 Stats to Consider When Building a B2B Content Marketing Strategy