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.