In simplest terms, business-to-business content marketing refers to content that is aimed at other businesses. More and more B2B marketers are finding that content is the single most powerful and versatile tool, and are utilizing content that is relevant to the intended audience beyond an obvious sales pitch. And as a San Diego search engine optimization company with a content-is-king marketing strategy, we think this is a step in the right direction!
Understanding the Value of B2B Content Marketing
According to stats compiled by the Content Marketing Institute, more and more businesses (roughly 90 percent of those surveyed) are turning to content marketing to attract business customers. Businesses that adopt an inbound content marketing strategy nearly doubled their conversion rates, a stat noted in HubSpot’s 6th Annual Report on Inbound Marketing and Selling.
Putting Together a Content Marketing Strategy
Your content marketing strategy can include everything from trade show presentations to maintaining an updated blog. Regardless of how you present your content, your goal is to maximize the value of your content. Start by determining your target audience and your marketing goals. You’ll need to implement relevant metrics to track the success or failure of your marketing strategy. The easiest way to get an idea of what your strategy should be is to revert to the five W’s by determining the following:
- Who is your target audience? (internal/external)
- What type of content do you want to present? (technical/non-technical)
- When is the best time to launch a B2B content marketing campaign?
- Where should you display your content?
- Why would a potential customer choose you for their product/service needs?
Content marketing is important because there’s a lot of competition for the very same consumers you wish to attract. With an effective B2B content marketing strategy, you can engage your target audience with relevant content while carefully measuring your results.
For more information about B2B content marketing and strategies for how to increase your online exposure, contact Saba, Inc. at 858-277-1717. We are a full-service San Diego internet marketing company with a commitment to help our customers grow and succeed in their particular industry.