How content marketing can work for B2B
To understand how content marketing can work for business-to-business, we need to first define content marketing and business-to-business marketing. Those running a business or playing a part in the supply chain may have a fair idea. But for those taking their first steps in marketing and business, this will help them understand the relationship between them.
What is content marketing?
If you were to buy a mobile phone in a certain price range, the first thing you’d do is to look up information on the internet. You’d be presented with numerous links but only read ones that are relevant or clearly answers your queries. This is a good example of content marketing.
Content marketing is not only in the digital realm; it can be something as mundane as flyers handed out in the market place. It can also be in the form of placards, banners, hoardings, posters, and booklets.
What is business-to-business marketing?
In simple words, it is the product or service provided by one company to the other. The main driving factors in business-to-business to business marketing are price and potential for profit. For example, if you own a poultry farm, you would need to separately buy egg trays and cardboard case with your branding on them from another company. You would also require a transportation company to take your eggs or chickens to the wholesale market. This is a simple example of business-to-business marketing.
How does content marketing help business-to-business marketing?
We live in a world where options and information abounds. Not all of these answer our questions or give us directions. How you convey your message in a market can help you gain an edge over the others? Here is how content marketing, if done correctly, can work for business-to-business marketing.
Meeting a specific requirement
Buyers have a lot of questions in their head. With these questions, they also have apprehensions. Your content should answer all these questions without beating around the bush and most appealingly and concisely possible. It should also allay all valid fears that buyers have. Some content marketing fail because they are more excited about what they want to say than answering the basic questions buyers have. Remember, the focus is chiefly on solving problems and not merely giving advice!
Tailor-made content for a target audience
As people say, you need to ‘understand the market.’ This market ranges from toddlers to senior citizens. The requirements can also be common across a target audience and may also vary from person to person.
For a younger target group, creative and lively content with fewer words and more visuals would do the trick. On the other hand, a mature age group will look for results and numbers, graphs, comparisons of products and services, credibility, and reliability.
There are many excellent products and services available in the market. Your target audience won’t choose a product or service simply because it is amazing but more so if it fulfils his or her requirements. To curate the right content, you should first understand your target audience’s needs, how they think, feel, and what they like.
Tease them with more
It does not matter if it is a school going kid or an office goer: Your target audience is generally greedy!! Your content should not only fulfill their needs or answer their questions but leave them wanting for more. Contents should be designed to get your target group thinking about aspects of a business he or she has not considered. It should help them add a new dimension and bolster their business. Given a choice between fulfilling your requirements and getting more than what you’ve asked for, you would choose the latter. You should also get the timing right and strike when the iron is hot.
Data is power
The other word for data is knowledge and information. Data helps you understand what products and services are in demand and your target audience’s evolving needs. It enables you to find out if your content is achieving its desired purpose.
Data can be derived online and also from a third party. Contents without any actual data are bland. When data is used in the content, it also lends credibility to it and makes it more appealing and engaging.
Building a customer base and generating sales
When you answer questions and solve problems, people remember you. When you do it more than once, you begin to build their trust, and with it, your credibility. This is how you can generate sales and demand too. The objective is in bolstering your business and keeping it afloat.
Content marketing can work from business to business. People look for information before they buy any product or employ any services. Given all the points highlighted, content marketing is a crucial element in business to business marketing.