In this article, we have featured How To Do B2B Content Marketing In 2022. Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.
In the business-to-business (B2B) world, content marketing takes many different forms, from blog posts and eBooks to infographics and webinars.
The common thread that ties all of these content types together is that they’re all designed to educate buyers and help them move through the various stages of the buyer’s journey.
Table of Contents
Content Marketing in the B2B World In 2022
The Power of B2B Content Marketing
One of the most important things to understand about B2B content marketing is that it’s not about selling; it’s about helping. By creating content that is helpful and informative, you can build trust and credibility with your target audience, which will eventually lead to sales.
According to a study conducted by Demand Metric, 70% of B2B buyers say they would rather learn about a company through articles than ads. Furthermore, 6 out of 10 buyers will make a purchase after reading educational content from a vendor.
The bottom line is this: if you want to win more business in the B2B world, you need to start creating content that will help your target audience make informed decisions about your products or services.
Types of B2B Content Marketing Assets
As we mentioned earlier, there are many different types of content assets that can be used for B2B content marketing. Below, we’ve listed some of the most popular types of content among B2B buyers:
Blogs: Blogs are one of the most effective ways to reach buyers at every stage of the buyer’s journey. By creating helpful blog posts on topics related to your industry, you can attract new visitors to your website and build credibility with your target audience. Just make sure that your blog posts are well-written and informative so that they’ll actually be useful for your readers.
Ebooks & Whitepapers: Ebooks and whitepapers are long-form pieces of educational content that can be downloaded from your website in exchange for a visitor’s contact information. These assets are typically used by companies who want to generate leads by providing valuable information to their target audience.
Webinars & Podcasts: Webinars and podcasts are another great way to provide valuable information to your target audience. These types of assets are typically used by companies who want to establish themselves as thought leaders in their industry. By hosting a webinar or podcast series, you can position yourself as an expert in your field and attract new leads in the process.
Infographics: Infographics are visual representations of data or information that are designed to be easy to understand at a glance. They’re often used by companies who want to communicate complex data or ideas in a more user-friendly way.
Guides & Checklists: Guides and checklists are step-by-step instructions for completing a specific task or reaching a certain goal. They’re often used by companies who want to provide their target audience with valuable tips and advice on how to improve their businesses.
Case Studies & Testimonials: Case studies and testimonials are real-life examples of how your products or services have helped other companies achieve their desired results. These types of assets are typically used by companies who want to build trust and credibility with their target audience by showing them concrete proof that their products or services work as advertised.
Templates & Tools: Templates and tools are resources that people can use to complete a specific task or reach a certain goal. They’re often used by companies who want to provide their target audience with valuable resources that they can use in their own businesses.
Why Content Marketing Matters in the B2B World
In the B2B Content Marketing world, buyers are often researching potential purchases long before they’re ready to talk to sales representatives. In fact, Forrester Research has found that B2B buyers conduct an average of 12 searches before engaging with a specific brand’s site.
This means that if you want to be there when your target customers are ready to buy, you need to have a strong presence throughout their entire journey — which is where content marketing comes in. By providing helpful information at every stage of the buyer’s journey, you can build trust with your audience and position yourself as a go-to source for information related to your industry or product area.
Content marketing can also help you generate leads and drive conversions by giving your audience something of value in exchange for their contact information.
For example, you might offer an eBook or white paper in exchange for an email address. Once you have a prospect’s contact information, you can continue nurturing them through the sales funnel with additional targeted content until they’re finally ready to buy.
- How to Succeed in Content Marketing
- 6 Best AI Content Generator Software: The Ultimate Guide
- How to Craft a Successful Customer-Centric Marketing Strategy
Conclusion: Content Marketing in the B2B World
As you can see, there are many different types of content assets that can be used for B2B content marketing purposes.
The best way to determine which type of asset is right for your business is to think about what you hope to achieve with your content marketing efforts and what would be most helpful for your target audience.
Once you’ve determined what type of asset you want to create, you can start thinking about how you’ll promote it so that it reaches your target audience members.