Content marketing is the basis of an Inbound Marketing strategy and is one of the key determinants of your overall marketing success. But we do not do content marketing in B2B as we do in B2C. Here are some thoughts to tailor its content marketing.
DEFINE YOUR TARGET AUDIENCE
To be able to adapt its content marketing, it is necessary to define precisely its target and very well know it to create the appropriate content. You must establish the typical profile of your average buyer. In B2C, the buyer is often motivated by a personal desire, without really external constraints. In B2B, your buyer persona is often at the heart of complex purchasing processes during which several players in the company intervene. Nevertheless, this person is the one who will make the decision to use your services.
Depending on the composition of your offer, it can be the purchasing manager, the sales manager, the person responsible for the renewal of the computer equipment, or the CEO. Put yourself in that person’s place to understand his state of mind. What are her desires for her business and for herself? The psychological dimension is important, this person will try to do the maximum for his company, but will also try to turn to the solution that will value it most individually.
KNOW THE PURE PURPOSE OF YOUR CONTENT MARKETING
In B2B, you most often create content to acquire traffic on your website and then convert those visits. You inform your buyer persona, in order to generate leads that you will try to transform into customers, mostly following the principles of Inbound Marketing. Your content must, therefore, be varied, and take into account the different stages of your prospect’s customer journey.
In B2C, content marketing is meant to build where to feed your brand image, as well as to promote your products more directly.
SHOW THE ADDED VALUE OF YOUR PRODUCT
In the case of B2B, this step is important but it will come in the second time. First, you must inform your audience about the best practices to have in order to make the right choice, the right questions to ask, in order to allow him to situate himself. You will show the added value of your product once you have leads, so visitors have already shown some interest in your offer. You will explain how this will help the company to perform.
In B2C, it is again a matter of satisfying a personal requirement. The information is therefore focused on the pure promotion of the product itself, and have an immediate sales target.
CONTENT MARKETING: IN PRACTICE, WHAT DOES IT GIVE?
After thinking about the angle to take to adapt your content marketing, you are ready to get started. You will set up an editorial calendar to put your content online at the right time, and broadcast channels to use. For the latter, the main difference is that B2B will use more professional broadcasting channels, such as blogging, for example, whereas B2C will be able to use conventional mass media (TV advertising, posting, etc.). The use of social networks is also different, the B2B being mainly present on LinkedIn whereas the B2C will instead bet on Facebook or Instagram. Twitter can be used for B2B like B2C.
In B2C, you have to create your content in order to focus on promotional messages, often playing on emotion. Engagement with the customer is also one of the keys. Its development can go through online contests for example. The goal is to create a community by enhancing your brand image. In B2B, the content to be created often results from the exploitation of specific elements. Here are some examples of elements to use to create quality B2B content:
- Questions asked directly by customers (also valid for B2C)
- Topics of emails received from customers for keywords to use
- Updates of legislation in the field of business
- Case studies and testimonials from satisfied customers
- The practical advice of all kinds for the use of the product/service that the company sells
Knowing how to adapt your content marketing is an important foundation for establishing an inbound marketing strategy.