10 Tweetable Tips for Better B2B Content Marketing

Jan 2015

10 Tweetable Tips for Better B2B Content Marketing Not so long ago, content marketing was considered the domain of the B2C (business-to-consumer) world: fine for Starbucks, Nike, and Apple, but a total waste of time for those of us in the B2B (business-to-business) realm. Fast forward to 2015, and 86 percent of B2B marketers say they have added content marketing to their strategies (Source).

Now that content marketing is an unmistakable part of your B2B job description, we’ve put together 10 tweetable tips to help you do it better.

B2B and B2C are two tribes in the same clan: they share the same DNA, but there are some key differences. (Tweet this)
Your B2B target audience has 2 levels: company specifics (e.g. size) and individual specifics (e.g. job title). (Tweet this)
Both B2B and B2C content marketing serve the same purpose: solving problems for your target audience. (Tweet this)
B2B has a longer sales cycle than B2C; use content to move the prospect along from one phase to the next. (Tweet this)
Your B2B content will probably have to speak to multiple players within the organization, so customize it for each. (Tweet this)
B2B content marketing is all about educating prospects, so keep content focused on what they need to learn at each phase. (Tweet this)
B2B content marketing is ideally suited for long-form content like webinars, white papers, and audio and video resources. (Tweet this)
Biggest myth about B2B content? That it has to be always dry and straightforward, with no personality. False! (Tweet this)
Remember, B2B audiences are focused on the bottom line; focus your content on helping increase revenue or decrease costs. (Tweet this)
B2B marketing is all about relationships: build them early and nurture them often. (Tweet this)

Ready to learn more about B2B content marketing? Join us at tomorrow’s VIP webinar:

Calling All B2B Content Marketers!

Join us for our next free VIP webinar, B2B Content Marketing: From the Blog to the Bottom Line, to learn

Why B2B and B2C content marketing aren’t as different as some “gurus” make them out to be
Key differences to remember in creating your B2B ideal client profiles
How to map out out the content assets to drive engagement at each stage of the B2B sales process

2 Comments

COSSales says:

February 5, 2015 at 1:48 pm

This is a nice post Rachel and I really like the inclusion of point #4. It’s especially apparent when it comes to closing sales – while persuasion and fast-moving tactics may work for B2C sales, it can backfire when it comes to B2B settings as there are many decision-makers involved. Making sure that a business’ content solves problems is important, but we shouldn’t forget to tailor our content so it resonates with all of the people involved.
- Rachel Parker says:
  
  February 6, 2015 at 2:57 am
  
  Thanks for your comment. Yes, the complex decision-making structure in B2B clients is one of those key differences from B2C marketing that all too many people miss.

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