The Essentials of Content for B2B
Marketing
Cardinal Web SolutionsBy: Caity CogdellDirector of Design and Development
B2B vs. B2C
As a B2B company, you don’t always have
access to the same tools for marketing
your product or service that a B2C
company has.
There will be no aisle-end display of your
product, no coupon in Target’s weekly ad,
no Groupon for the service you provide.
This can be challenging.
B2B vs. B2CEven in digital marketing, a tool used by both B2B and
B2C industries, the strategies that are most effective for each differ.
B2C businesses may excel on social media platforms such as Pinterest or with
product listings ads, but B2B must take a different
approach.
As a B2B company ourselves,
we know how different it is to
promote a B2B brand and that
it requires specific ways of
thinking.
How do B2B and B2C
Purchases Differ?
B2C
Product
Short-term relationship
B2B
Service
Long-term Relationship
To understand the difference between a marketing strategy for a B2B
industry compared to B2C, it is essential to first understand how these
purchases differ for the client or customer.
With all of this weight resting on the purchasing decision, the next two
characteristics that distinguish B2B purchases from B2C should not come as
a surprise: more people involved in the purchasing decision and a longer
buying cycle overall.
What Does This Mean
for the B2B Marketer?
A major part of the strategy is your website
content. A diverse offering of fresh, relevant
content can cause your brand to stick in the
visitor’s mind, enticing them back for more as
they continue to research their purchase. An
easy way to keep new and relevant content
on your site is to create a blog.
Blogging for Content
Even if this effect doesn’t happen immediately, engaging content pushed across the web
through SEO and off-site content marketing efforts will make your brand ever-present in the user’s search, keeping your company at
the top of their mind.
B2B content is often crafted as a resource for the
purchaser. This content serves two purposes:
1.to inform the user so that they
are better prepared to make a
decision
2.to persuade them (either
directly or indirectly) that hiring
your company is the right
decision
It’s not just us who believe that custom
content is the future of B2B
marketing, 78% of CMOs agree and are
on board with content marketing.
If you work for a B2B company and are
having trouble with your digital marketing
strategy, consider allowing Cardinal Web
Solutions to help you. We are experts in
marketing many different types of
companies across all digital platforms, and
would love to provide you with a quote
today.