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B2B marketing sometimes seems to play the second hardest role before its sexier sister, B2C marketing. When it comes to content marketing, campaigns that are built for a consumer audience are often more intuitive, fun, or colorful for the audience, and the marketer doing them alike. However, as I like to tell my graduates, marketers get tired of our own marketing way faster than our audience does.
When it comes to B2B marketing, your content marketing campaigns maybe high value, highly sought after, and highly relevant to your audience. These campaigns resonate most strongly when you focus on your audience's goals, challenges, and mindset.
Here are five examples of B2B content marketing from companies that understand their audience well and use their content marketing to deliver Youtility.
CES Tech Talk Podcast Distills Key Experience
B2B Content Lessons: Leverage Your Experts and Break the Truth Through a Podcast
CES is such a large trade show that there's no way attendees could absorb even one-tenth of the content, information, and demos presented at the event. How can the Consumer Technology Association, which organizes this massive annual event, create more value for its audience, strengthen its reputation year-round, and expand its reach?
It creates powerful content as part of a marketing approach, such as Tech Talk Podcast . Each episode of the podcast features industry experts who delve into a specific topic area, such as technology in healthcare, self-driving cars, or the future of innovation.
This series leverages the professionals the organization works with and builds on the brand recognition of its showcase to build an audience of loyal listeners. This series works especially well, because it aggregates information around each subject area into what you need to know today, as Michael Barbaro of The New York Times says in his podcast, “The Daily.”
The CES Tech Talk podcast is a great example of B2B content marketing.
Athena Health teaches business skills through webinars
B2B Content Lessons: Help Solve Their Other Problems
I was recently asked by a client about the type of content they should publish to their audience without providing the kind of framework they provide as part of their service.
While I do believe you CAN give away some of your framework (see next example), an effective type of content for B2B brands is the one that acknowledges the kind that acknowledges the problem that the product or service has. Your settlement is not (only) a service to keep your customers awake at night.
For example, Athena Health is a provider of a suite of services such as electronic health records (EHRs) and medical billing. But they provide webinar helping their clients solve their most important business challenges: to improve the way they run their practices, realizing that doctors don't necessarily have an MBA and don't always also know how to grow their business effectively.
Webinars from AthenaHealth helping their clients deal with their most important business challenges – great example of B2B content marketing.
Convince & Convert (This blog itself) Provides tools & frameworks
B2B Lesson Content: Provide your recipe for building trust and authority
If you are a regular reader of this blog, you may have noticed that we actually provide you with quite a few tools and frameworks that we use with our clients. That's because we recognize that for B2B businesses like ours, there's a difference between the DIY segment and the segment that wants you to help them put those frameworks to good use for their organization. .
Therefore, we offer samples, like the one in this example , along with a video and blog post to explain to visitors how to use it. It builds trust, and when those visitors (probably like you!) are ready to take their digital marketing approaches to the next step, we've been at the top of their list in terms of accessibility. trust and authority. Not only does it build trust, it helps us build an audience — content like this is of great value in search.
In this B2B content marketing example, we provide a downloadable template, along with an introductory video.
Mailchimp His Client Profile on Instagram
B2B Content Lessons: Introducing Your User Community
For many B2B companies, social proof is in the form of reviews or testimonials; however, as more and more B2B decision makers move to social media, it's crucial to create content that reflects your community. In fact, 51% of all B2B customers turn to social to do original research, according to Accenture.
51% of all B2B customers turn to social media to do original research. Click to Tweet
Furthermore, the line between social media and content marketing is blurring more than ever. Typically, the content our team is creating is directly on social media channels, rather than on our websites. Therefore, it makes a lot of sense to look at ways to create content on social networks.
Mailchimp, for example, has used its Instagram account as a place to showcase stories about what its customers do. are achieving every day, their creativity and stories showcase the types of people who use Mailchimp to promote their businesses. It publishes microfiles on every Instagram post.
It showcases their identity and reassures potential users that they have found their tribe.
In this example of great B2B content, Mailchimp uses its Instagram account as a place to showcase stories about what customers are achieving on a daily basis, their creativity, and their stories. to showcase the types of people who use Mailchimp to support their businesses.
CMI Facilitating Conversations Through Monthly Twitter Chat
B2B Content Lessons: Create Interactive Points
If we're talking good examples of B2B content marketing, what better place to make that Content Marketing Academy itself? CMI not only trains marketers but also connects them through events like Content Marketing World.
An ongoing example of its content marketing is the monthly #CMWorld Twitter chat, where guests are invited to answer pre-selected questions, posed by moderators, while Twitter users participate in answering similar questions, asking each other questions and picking the brains of the guests. It's like "Inside the Actors Studio" if the audience also comes on stage to participate.
This approach not only creates a strong network of dedicated brand followers, but it (like our first approach for example) helps the brand capitalize on and expand the market. mine. In this case, Content Marketing World's #cmworld hashtag could be used once a week, instead of a week a year. This has always stayed central when it comes to marketing conversations (their key market).
Twitter #CMIWorld chat is an ongoing example of CMI's content marketing.
Remember: As you develop your B2B content marketing campaigns, keep your target audience's goals, challenges, and mindsets in mind. If you can address those specific areas and make it easy for them to do so, your content will resonate and be effective.
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