In the world of SUCCESSFUL businesses, content is king. And, this is because the content is what interacts with your prospects first. But, as competition is fierce for both B2B and B2C businesses, they need to dive into new content marketing strategies.
Brayan Kramer, in his book ‘There is no B2B or B2C: It’s Human to Human #H2H’ says, “we will need to connect humans in a human way” because that’s what humans do.
Yes, images, linking and graphics contribute to quality content but is that alone enough to match the requirements for “quality content for businesses”? The word “quality” is very subjective.
In content marketing, “quality” breaks into two pieces: to Google and other search engines, quality content is something that fulfils the searcher’s need. For business, quality content refers to information that consumers need to make an informed decision.
Why does content need to be high in quality?
Buyers in today’s world don’t want to be sold to. They want to know that they are spending their money wisely and making their own decisions, rather than being duped by a corporation that doesn’t care about them. They want to buy from (and remain loyal to) companies they can trust to keep their promises.
When your material provides actual value to a buyer, rather than selling to them, they begin to see you as a trustworthy advisor.
They begin to understand that you genuinely want to assist them in making an informed purchasing decision, even if that decision does not result in a sale for you. People are more motivated and comfortable buying from a firm when they have this trust.
So, the definition of quality content changes to something that builds trust. But, is it that easy to build trust, especially when the audience already knows about your business?
Why do businesses use different marketing techniques to sell the same product?
The markets for B2B (Business to Business) and B2C (Business to Consumer) are completely different.
B2B marketing simply refers to the type of marketing in which businesses target other businesses using customised marketing materials such as search engine optimisation, account-based marketing, go-to-market, and of course, LinkedIn marketing, which is perhaps the most effective B2B marketing platform. B2B marketing is primarily focused on generating leads and driving sales to bring revenue.
B2C marketing, or business-to-consumer marketing, on the other hand, is a business technique in which organisations sell their products or services to individuals who are not businesses. The strategies implemented and conversion metrics are often different from B2B marketing, because marketing to end-users via channels such as email marketing campaigns, social media platforms, retargeting, and online forums strive to reach the widest audience possible.
Since the ultimate goal of both is to influence the decision-making process, these strategies need to be designed keeping both personas in mind. However, your audience determines the channels you want to use, the type of messaging you want to employ, the frequency you want to communicate with, and more. While knowing that there are differences between B2B and B2C content marketing isn’t surprising, having a thorough awareness of the distinctions can have a significant impact on your marketing performance.
Content marketing strategies to fuel your B2B and B2C marketing efforts
Nowadays, every business knows the power of content. They have heavily invested in top-level content creators and if they have not, they might be unaware of the fact that content marketing can get 3X more leads than paid search marketing.
While every business knows the value of high-quality content, only a few implement content marketing strategies properly. Businesses often assume that their audience just wants to hear about their products or services and dive directly without having a proper content marketing strategy. As a result, their campaigns either fail to get off the ground, or to create the interest and leads that are expected.
While both B2B and B2C content marketing has the same end goal (conversions), the techniques to be employed differ. Your content marketing approach, whether B2B or B2C, should be focused on generating leads and sales. This necessitates the creation of emotionally resonant content that appeals to the interests and motivations of your target audience.
Create content, not a sales pitch i.e. Provide Value
Your content should give the reader a sense of your authenticity as well as your products & services. You just need to give them valuable information that they don’t need to pay for, and, in return, you can expect their loyalty and trust which might induce them to make a purchase at some stage.
Establish yourself as a hub of information,
First of all, you’ll have to digest that successful sales involve much more than a sales pitch. If you want to expand your consumer base, you should start by focusing on delivering quality content. When you have a wealth of high-quality, detailed, and value-driven content on your website, it does not just help your audience make an informed decision but also gives you insights into consumer behaviour, what they like, and what they don’t.
Be authentic to be in the mind of your audience
Yes, competitor research is essential, but do not base your content all-around your competitor’s strategy. Be authentic with whatever you do. This is what appeals to most customers.
Now, don’t misunderstand being in the mind of your readers with compelling headings or quality content. It is way broader than this. Well, it starts with an easy navigation experience that most websites don’t provide. Also, the type of topics you mine is similarly important in this regard.
Determine where your audience spends time and post across all those marketing channels
Since 92% of marketers agree that content is a highly valuable business asset, it makes sense to give it 110%. Expanding your content marketing beyond just the blog section is important for building an audience and magnifying your reach. Start by repurposing your content by sharing the same content across different channels such as Facebook, Instagram, and LinkedIn. Or you can contribute your high-quality content to magazines or high DA websites, which is referred to as guest posting.
What’s more? You can increase your brand’s social presence by creating a company podcast or converting your blogs into vlogs. This way, you can get maximum return on your content.
Your audience and your goals will also significantly affect the type of content you publish and the platforms you should use. You might either use a mix of the following or develop expertise in one of the below-mentioned formats.
- Blog posts
- Email newsletters
- Social media content (infographics, reels, and YouTube shorts)
- Printing material (magazine, brochures, etc)
- eBooks and white papers
- Case studies
You will have to research where your audience spends the most time to pick the right platform that will enable the best results.
Be consistent with your content quality and posting
Consistency is one of the many factors that determine the growth of any marketing campaign. It is important for you, especially today, to post and share content consistently so you can always remain in the mind of your customers.
Remember, great content has the power to behold, and consistency in your strategy along with quality content will compel them to come back for more!
Test, track, and modify your marketing tactics accordingly
Testing your marketing campaign is an essential way to get more insights into your audience, how they are perceiving your content, and what can be improved. Thanks to analytics tools that have now simplified tracking, monitoring, and keeping up with evolving marketing trends.
Keep a check on the keyword ranking for content, unique visitors on your blogs/website, track your social media traffic etc. When your analytics are streamlined, you’ll be able to figure out which content is working and which is not. Accordingly, you can modify your strategies and content for max returns.
Identify your content’s core
Once you know who your audience is, it’s time to find a content core – the topics that are more relevant and close to your products, services, and industry.
For example, if your business offers accounting outsourcing, some topics that you might consider covering could include;
- Common accounting challenges and how to tackle them
- Best accounting software to streamline your flow and eliminate flaws
- DIY accounting tips for small business and MSME owners.
Set & maintain your standard of publication
Every piece of content that is published through your platform should meet a basic standard. Failing to do so might negatively impact your brand’s reputation. Standards of performance or editorial guidelines can help you maintain a standard before hitting the “publish button”.
Here’s what it means for us:
- Keyword targeting
- Information driven
- Formation and grammar
- Voice and tone
For us, the standard is delivering value to our readers and addressing their pain points to help them make an informed decision.
Congratulations, you now know how to plan and execute a content marketing strategy. So, we cannot let you go without an important tip that can boost your content marketing efforts by 10 times. Wondering what that is? It is the art of measuring the effectiveness of your content – content marketing analytics. Read our detailed blog on the subject, to be published soon!