Understanding the B2B Content Marketing World

Written by LOCALSYNC
Last updated Feb 21, 2023
Understanding the B2B Content Marketing World

B2B Content Marketing (Business to Business Content Marketing) is a different landscape than content for consumers, so you must plan your strategy accordingly.

Why Does a Business Need Content?

Not only is B2B content marketing necessary for digital marketing and SEO purposes, but it can also provide a lot of insight for your company regarding educating your consumers.

Content marketing can help the relationship with sales teams and marketers in the B2B world. With high-value content, salespeople don’t have to push brochures. Instead, they’ll have an arsenal of content to give customers what they want to make the sale.

It’s essential to think of B2B content marketing as all the messaging between the customer and the business, not just some social media and blog posts.


What You Should Know about B2B Content Marketing

The content you create for B2B content marketing must be optimized for technology.

Even business owners are spending more time on mobile than on desktop, so while eBooks and PDFS to download may be the preferred method of content, keep in mind that they may be hard to read on a mobile device.

Start thinking about different ways to measure your B2B content marketing besides page views and social shares.


Multiple Channels

More people use more than one channel before making a purchase, especially when it comes to large purchases and services, so attribution to content and figuring out ROI for each piece of content will become something to focus on.

How you appear on different channels, especially local channels, directly affects business performance.


Standing Out

Standing out from the competition will be more critical than ever as more content is being created.

While some people make B2B content marketing pieces based on buyer persona, vertical, and account customer, a good strategy involves creating content that fits all those demands.

You want to create B2B content marketing pieces that solve your customers’ problems at the right time, place, and format. Creating content for each stage of your sales funnel is also crucial, but it’s all-important to maintain a humanistic approach.

Customers are savvy, and they can see through any manipulation.

The content must have a human feel, especially with the rise of AI content writers, and must be delivered across different channels.

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Personalize the Content

Since standing out from the competition determines success or failure, creating personalized B2B content marketing pieces is even more critical.

Unsurprisingly, emails with a personalized subject line get opened more.

People are more likely to give their business to someone who can recognize their name, giving you more ROI.


Embrace New Technology

There has been an increase in using artificial intelligence for B2B content marketing with the launch of Chat GPT and other content writers.

While humans will still be at the forefront of B2B content marketing (and all content marketing), artificial intelligence will begin to enhance writers’ abilities to generate more content for marketing purposes.

Leaders in the field, such as Content at Scale, have even coined AIO, which stands for “Artificial Intelligence Optimized” writing, where a human writer personalized AI-generated content. Even though their AI passes AI content detection tools, a human writer and editor should be involved to get the best possible content.

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Creating Your Strategy for B2B Content Marketing


It’s necessary to have a content marketing strategy. Even though the strategy might change depending on how the content you create is performing, initial research into your audience and your competitor’s content will be the basis for your strategy.


Understanding Your Audience

You probably already know your target audience’s demographics, so now it’s time to understand what they want.

There are several ways to see which content performs better and what questions people looking for your products or services have. Social media, industry associations, and other tools, like the LOCALSYNC location scan, can help give you this information to help you start to form your strategy.


Competitive Research

See what types of content your competitors are creating and aim to do it better. If you have an arsenal of videos that explain your services or visual graphics that show a how-to guide, you know you need to step up the content marketing game. You can even research your competitors’ case studies to see how they engage their customers.


Types of Content

Creating content that works on mobile should be one of the highest priorities for your strategy. There has been a shift to videos because, in addition to working well on mobile, they can quickly help your customers with a problem without them having to sit and read through a bunch of content.

People are generally busy, so content is going more toward short, concise content that is easy to read and provides value.

Interactive content also tends to do well for businesses. Through a series of content, podcasts, or webinars, brand storytelling allows consumers to feel like they are getting something out of the material.


Think about Automation

An automation strategy can make personalized content much easier to deliver. Automation tools like LOCALSYNC Pro will allow you to utilize the content you create even more effectively by setting users up in funnels and then delivering them the content they need at the exact time they need it.

Final thoughts – B2B Content Marketing Strategies

Content marketing is critically important to online business success. Although B2B content marketing differs from B2C marketing, the underlying concepts remain the same (including local B2B marketing). Focus on content:

You will serve your business customers better AND make it easier for your salespeople to close more sales.

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