B2B content marketing is producing and disseminating information to draw in other companies who are your target clients. B2B companies must invest in content marketing since customers’ purchasing decisions are influenced by educational potential.
The highest ROI of any digital marketing channel, according to 30% of marketers, is provided by content marketing. Furthermore, content marketing is one of the top three marketing techniques for B2B organizations, according to HubSpot’s State of Inbound Marketing Trends 2022.
What Distinguishes B2B Content Marketing From B2C Content Marketing?
The two key distinctions between B2B and B2C content marketing are as follows.
1. There Are More Power Players
In general, more decision-makers are involved in the B2B purchasing process. Many times, the individual using the good or service is not the same as the one who purchased it.
In-house SEOs might use our toolset, for instance, but the chief marketing officer (CMO) or chief financial officer (CFO) might authorize the purchase.
As a result, you’ll need to target more people with your material than just the operator. It must also assist the operator in persuading other important stakeholders to buy your commodity or service.
2. Purchasing Motive
The majority of B2B buyers choose you based on the value you provide, particularly how you assist them in solving their challenges. Because of this, you’ll need to use your content to demonstrate that value. Additionally, you’ll need to demonstrate your expertise, your knowledge of the subject, and the fact that other firms have used your product or service successfully.
On the other hand, the motivation for purchasing the majority of B2C goods, such as food, clothing, games, gadgets, etc., might be more spontaneous.
The Best Method for B2B Content Marketing
Depending on what you offer, whom you sell to, and what your goals are, your content marketing strategy will change. Since there are so many conceivable variations of the B2B content marketing approach, it is not possible to cover them all.
You should concentrate on producing content about subjects that have the potential to generate search traffic, generate business, and rank well.
1. Discover Pertinent Subjects With High Search Traffic Potential
For your content to be consumed, your target audience must find it. A high Google ranking for your content is the ideal strategy for achieving this.
Therefore, you should include SEO in your content marketing rather than treating it as an afterthought. By focusing on the issues that your target clients are looking for, you may achieve this.
The potential monthly organic search traffic to a keyword’s top-ranking page is referred to as traffic. TP is a more accurate indicator of search traffic than search volume since pages frequently rank for multiple closely related keywords rather than just one.
2. Examine Its Commercial Viability
Although the ideal outcome is to focus on every subject that can increase brand recognition, you should give the subjects that will result in leads and consumers priority (at least for now).
3. Examine Each of Their Prospective Rankings
More difficult to rank than others are certain keywords. That is understandable given that each keyword only has a certain number of “slots” in the SERPs. As a result, while it’s not necessary to fully eliminate difficult keywords (especially if they have commercial worth), you should consider ranking difficulty when focusing on them.
We analyze the SERPs and rate three criteria:
Backlinks
Backlinks are crucial since Google uses them as one of its main ranking factors. It will be challenging to compete if the pages you are up against have a large number of high-quality backlinks.
Enter your topic into Keywords Explorer and scroll down to the SERP overview to check how many backlinks the rival pages have.
Authority
An SEO concept known as “domain authority” describes the overall “strength” of a domain. Strength in this context refers to the possibility that a domain would appear higher in the SERPs.
Despite Google reps’ claims to the contrary, many SEOs continue to hold the view that authoritative websites rank more easily. As a result, they frequently consider a website authority metric, such as Domain Rating (DR), when determining the difficulty of a ranking.
Content Excellence
The best content is one which delivers more value in a shorter amount of time, including entertainment value. If you want to surpass the top-ranking pages, you’ll need to be able to produce on that front as well.
Here are some inquiries you might make while you evaluate the top-ranking pages’ content quality:
- Does it offer current, reliable information?
- Has a subject-matter expert written it?
- Does it have any particular information?
- Does it fully address the subject?
- Is it written well?
- Is it formatted correctly?
- Is the design sound?
4. Produce Content on These Subjects
Currently, you have a list of subjects that have:
- Potential for search traffic
- Commercial potential
- Ranking capability
The moment has come to produce content that will rank for these subjects. This is how:
Matching the Search Query
Google aims to rank pertinent material. It accomplishes this by continuously determining the purpose behind the searcher’s query and then presenting relevant content in response. Search intent is what we call this.
You must match search intent if you want to rank highly on Google for your target keywords. This can be accomplished by looking at the SERPs:
- Content kind: Are they product pages, landing pages, blog entries, or another form of content?
- Content format: Do they consist of tools, recipes, how-tos, listicles, or anything else?
- Content angle: Is there a key selling proposition, such as how simple it is?
5. Market Your Articles
If you don’t put your content in front of those who care about it, it will essentially be invisible. Here are some strategies for promoting your content.
Weekly Newsletter Creation
One of the finest methods to share your content is through an email list. People who are interested in hearing more from you can be reached directly.
You are less likely to be banned from reaching your audience than you are on social media networks. Offering something in exchange for subscribing is the best approach to increasing the size of your email list. This could be a PDF, email course, ebook, or another format.
Build Your LinkedIn Personal Brand
LinkedIn is more likely to be used and effective by B2B firms, according to HubSpot’s State of Inbound Marketing Trends 2022. Given that LinkedIn describes itself as the “social network for professionals,” that makes sense.
Last Thoughts From KomDigit Agency
This approach has served us at KomDigit well over the past few years as a result of our strict adherence to it.
Any queries or remarks? Get in contact with KomDigit right away!