It is well known that Dr. Oetker’s popular baking powder is great for baking. But few people know that the small packet is one of the first examples of successful content marketing: in 1891, August Oetker printed recipes on the back of the baking powder packet. Then, as now, the most important criterion was convincing content with added value. Read here why this is also important for B2B brands.
Content marketing – the buzzword that has been a staple in online marketing for years. It doesn’t matter whether it’s B2B or B2C. For us, content marketing is not a hype, but the umbrella term for B2B communication.
The B2B buying process as an anchor point for successful content marketing
In B2B, the purchasing process plays chile phone number list a crucial role – especially for successful content marketing. The challenge: Place relevant content at the important touchpoints for all people affected by the purchasing process. That means for decision-makers, buyers, internal and external influencers, users and selectors.
This is difficult because every group of people needs different content. In addition, content marketing is not about explaining the products. Product texts can do that. Content marketing conveys the effect – often with the help of storytelling. This promotes understanding, explains the topic or clarifies problems. But content marketing also conveys knowledge, provides insights into practice or finds solutions.
Content marketing offers added value. That’s why these forms are most successful in B2B:
white paper
case studies
blog article
webinars
videos
checklists
A blog, for example, offers the opportunity
To deal with specialist topics regularly and in detail. Case studies are well suited as practical examples. White papers represent high-quality content. They answer specialist questions in a manageable scope. Checklists, on the other hand, provide a quick and precise overview of product details.
There are several types of content that how can businesses benefit from erp? can be used to convey different content. Always put yourself in the shoes of your target group and remember that those responsible in different places also expect corresponding information.
Content marketing will be the umbrella for communication in the B2B environment. Content marketing has been an important component for many years. The importance and influence of content is growing ever stronger.
For example, a decision-maker is interested fb users in the benefits of the product, its economic efficiency and the progress of his company. For the user, the handling and purpose of the solution are important. While the buyer is primarily interested in the comparability of products and the best quality at the lowest price.
Content marketing must therefore meet many requirements and offer specific content for these target groups. This includes social media. The most suitable channels are:
- YouTube
Content Marketing in B2B: A Balancing Act That’s Worth It
When it comes to content, the B2B sector is caught between two stools: on the one hand, between the different needs of the people involved and the markets with different purchasing processes. Balancing this is the task of content marketing.
Providing different content for specific target groups has a number of advantages, especially in B2B. By spreading your specialist knowledge widely, one thing becomes particularly visible: your position as an expert. This shows that you are competent and sets yourself apart from your competitors.
B2B content marketing is not just about pure specialist knowledge. Inspiration is the key word. Show how and where else your products can be used. As a case study, as a separate website section or as a blog post.
Ultimately, a wide variety of users who are responsible for purchasing decisions identify with your company. The credibility of your B2B company increases. And at the same time, you bind prospective customers and customers to your brand. Ultimately, you not only benefit from better ranking results, but also from generated leads.