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  • Sue Moscatelli

The Beginner's Guide to B2B Content Marketing:

The Tactics You Need to Know to Get It Right the First Time


B2B doesn't have to mean boring. All too often, B2B content marketing is assumed to be dull, boring, and massively uninteresting when compared with B2C.

But scratch that - For many B2B brands, content marketing provides the backbone of their customer acquisition strategy. When a solid strategy in place, it can be a phenomenal growth engine.

At Focus Ecommerce and Marketing, we will show you everything you need to know about driving growth for your business with content marketing.


What is B2B Content Marketing?

B2B content marketing acts as a critical elemental tool that leverages content as the core strategy to engage with prospects and customers.

The content surges typically in digital formats such as blogs, videos, articles, buyers' guides, white papers, research reports or even social media posts, which is intelligently framed so as to entice its target audience with purposeful, focused content around topics of their interest.

Since the B2B purchase cycle is more complex than the B2C purchase cycle, buyers in B2B buying panel tend to do more research around the company, its products, its reputation, certifications and more. That's why B2B marketers try to provide informative, non-promotional content that helps buyers make informed choices.


Who is Content Marketing aimed at?

B2B marketing campaigns are aimed at individuals with control or influence on purchasing decisions. Hence the content is also customised to provide relevant data and facts to the individual.


B2B Content Creation


The content-focus of B2B content marketing is to make sure that it is useful and practical for other companies. B2B content marketing has to be engaging and compelling over a sustained period, ensuring it can keep pace with the evolution of the buyers' journey and beyond.


B2B Content Marketing Implementation

1. Identify your ideal audience

It is important to have an in-depth understanding and analysis of your target audience before you kickstart your content creation that will entice and attract prospects.

2. Create buyer personas

Segment the audience as per the stage of the buyer's funnel. This is where the reader personas become significant. You have to identify potential buyers from the people that are visiting your website. By the use of Google Analytics, you can find out their necessary demographic details, such as name, age, gender, location, as well as recurring themes of interest.

Regularly coming up with new content ideas can often be one of the most significant challenges for content marketers. Here is a crucial insight which you can implement in your overall content marketing plan.


3. Content always works

Create content which will always be useful to your B2B audiences. Typically, content itself should be elaborative; it should cover the entire gamut of the topic so that your readers can stay on your content page to get all the relevant information.

Now there are many ways in which you can position your content to rank high on Google and generate traffic to your website. Such as leveraging social media insights, testing topical themes with content snippets on social media and finding topic popularity trends with Google Trends.


If you would like to find out more about content marketing, how we can help your business attract and maintain new customers, contact Sue Moscatelli or Ivan Latter at Focus E-Commerce & Marketing. Sue has over 25 years of experience in B2C and B2B marketing from branding, positioning, tone of voice, positioning through to promotional activity, POS, sales support tools, events and sponsorships.



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