Growing a business with the help of digital marketing has always been a difficult task. But what is more tough is conducting brand marketing in a B2B environment. Many of the traditional tactics a digital marketing agency might use gets thrown out of the window. Given these difficulties, how can a business use content to propel themselves in a B2B setup?
We did not have an adequate answer to that question, thus we dug deeper to find the answers. As a result we have compiled a list of the top four methods to use by a digital marketing company with regards to content marketing. The following points, elaborate on the four B2B content marketing tactics:
#1 Engage Them With Stories
The ability to tell stories is highly underrated within the marketing industry. This becomes counterproductive as content marketing is essentially about telling convincing stories. A digital marketing agency should understand this and formulate a content strategy accordingly. B2B marketing is all about engaging within your niche. Therefore your content should tell better stories that engage and cultivate a readership.
Having a good readership within your niche enables you to further your brand image. This also helps in increasing your brand reputation and credibility. The successful use of narrative-based content integrates your business’s brand with the information.
#2 Address The Needs Of The Industry
No matter which niche or industry you operate in there are plenty of needs to be addressed. These needs range from the critical industry inside to workflow optimization. Good B2B marketing is built on the backbone of respectable credibility. A digital marketing agency should create content that adds value within their industry and establishes authority. One important factor to remember is the quality of the content you create must be high.
To achieve this content quality, businesses must encourage research studies, surveys, etc. within their industry. These studies/surveys create academic insight into a niche that not only helps you but also your counterparts.
#3 Personalise Your Content
Now, this may sound counter-intuitive since this is B2B marketing we are talking about. But hang in there as I’ll explain my reasons. First off, we must understand that at the end of the day, B2B marketing also reaches out to humans. We aren’t reaching out to aliens, at least not yet anyway. Therefore a digital marketing agency will be at a great advantage if it creates niche-down content.
For example, a company that is a medical PPE (Personal Protection Equipment) manufacturer should create content that suits their needs. They need to target and streamline their content to fit the needs of the medical industry.
#4 Go Beyond Your Company Blog
Blogging is an essential part of your content marketing strategy. But you must understand that creating content for your blog shouldn’t be the only content that you create. For example, social media, infographics, videos, etc. A digital marketing agency needs to go beyond blogs and add value from multiple-content channels. Only when you have successfully diversified your content creation, will you be able to achieve sustained growth.
From an email newsletter to webinars, your content playing field is incredibly large. One prime example of a content channel that is not that mainstream is Podcasts. Nearly 70% of North Americans are aware of the term – Podcasts. Podcasts are relatively easy to create when compared to video-content and provide similar returns.
In Conclusion
B2B marketing is a tricky subject for a digital marketing agency. Unlike consumer-centric marketing, B2B marketing requires you to be much more precise & accurate with your promises. But that shouldn’t scare away people from strategizing B2B growth tactics. The correct use of content marketing can greatly benefit businesses in this regard.
A business that wants to grow within its niche industry needs a robust marketing partner. It requires a digital marketing company that has experience and skills to propel it towards new highs
