Content Marketing Strategy in B2B

An Introduction to the Content Marketing

Content marketing is a relatively new form of marketing that has been on the rise since 2008. It has become increasingly popular among companies that have been struggling with finding effective ways to market their products and services. A study by Content Marketing Institute found that content marketers generate 8 times more leads than organizations without an integrated content marketing strategy. Furthermore, 89% of those surveyed reported higher customer satisfaction rates from using a content-driven approach to engage customers online. Moreover, 83% of respondents also indicated they were able to increase company revenue as a result of implementing a successful content-marketing campaign. In this article we will discuss some key points on how your company can develop its own winning content marketing strategy for b2b customers.

Identify Your Audience

It’s important to keep in mind who your business is trying to attract and how you can appeal to them. The more specific and well-defined this audience is, the better. Try finding a common interest or factor which ties together your customers – for example, construction companies might find non woven fabric buyer it easier to market towards engineers than CEOs. This also means that you should try as much as possible to avoid broad generalizations about “your customer”. Be as specific as possible when identifying who your potential customers are – the more detailed information that you have about target demographics, psychographics, etc., the more likely it will be that what you do next will appeal directly to those people.

Know Your Message

What do you want to say? What do you want your customers to take away from the experience of seeing your content? Understanding how it ties into what you’re offering them will help to ensure that your message comes across clearly.

Know Your Goals

What are you trying to accomplish with this piece of content marketing? What are your short-term, medium-term, and long-term goals for its existence, and how will it contribute towards the accomplishment of those goals?

Create A Plan Of Action

If there’s one thing marketers have learned over the years, it’s that no strategy works without a mix of creativity and structure. The more detailed you can be about exactly what kinds of media you’ll use, when they’ll be used, and why, the more likely it is that you’ll be able to communicate your message directly to your audience. It’s worth setting up a schedule or calendar for when each piece of content marketing will be published. You can get as detailed as possible but it doesn’t need to be highly specific – just get into the habit of sticking to it.

Always Be Adapting

Don’t let yourself become complacent with any one piece of marketing before ensuring that you’re still getting what you want out of it. You may have an idea about how well something is doing at generating interest, but this might mean nothing if there are other factors involved which are not under your control. It’s important to recognize when something isn’t working and to be prepared to shift gears in order to get a better result.

Test Your Hypotheses

If you think that something will work, test it out first. This may sound simple but one of the biggest mistakes marketers can make is going ahead with a strategy before testing it out on a small scale. You might have an idea about how many people you want to reach or what kind of reaction your piece of content marketing strategy is expected to elicit, but these numbers might not reflect reality at all – which means that either your message isn’t coming across, or it’s appealing in exactly the wrong way. By testing things out before committing yourself completely, you give yourself the opportunity to re-adjust effectively and focus on what works the best.

Get Feedback

Don’t be afraid to ask your customers what they think. You may have a hunch about how well something is working, but you can never be 100% sure that what you’re doing is hitting the mark. Remember that every piece of content marketing will have an audience – no matter how targeted or specific it might seem at first, there will be people who are not interested in what you have to say. This is precisely why getting feedback from your most relevant customer segment can help a lot when creating new pieces of content for future marketing purposes.

Measure Your Results

Most content marketing strategy should include the use of analytics and metrics. This allows you to track how your pieces of content are performing and whether or not they’re working as expected – and if not, why not. These insights should be used to inform future iterations on those ideas for better results next time around. In some cases, marketers may have a difficult time measuring exactly how well their content marketing is doing. If this happens to be the case for your organization, then it’s a strong indicator that you should take a step back and re-evaluate your strategy – what’s not working, and why isn’t it? And most importantly of all – what can you do about it?

Get Specific

You’re going to find that creating new pieces of content marketing will be much easier if you make sure they are as specific as possible. This means taking the time to segment your audience into smaller groups who share common characteristics which differentiate them from other segments. These distinctions might seem small but they can make all the difference at helping you hone in on messaging which works incredibly well for specific groups.

Be Social

We’re back to the concept of word-of-mouth, this time presented in the form of social media channels. The more you can integrate your content marketing strategy into existing social media campaigns, the less effort that will be required on your part to get the ball rolling. Remember what we said earlier about leveraging other peoples’ audiences? This is your opportunity to do exactly that – by using other people’s large fan bases as a foundation upon which you can build your own. Even if it doesn’t seem like much at first, remember that these connections could quickly snowball into something much bigger than what you might have expected at first glance.


There are plenty of different ways for you to improve your content marketing strategy in order to get better results. Sometimes the most effective way is by going back over what you’ve already done and trying a new approach with it, or modifying it slightly in order to make a bigger impact. Similarly, approaching things from a different angle can yield surprising results – if something isn’t working, don’t be afraid to try something completely different instead of obsessing over what’s not generating any positive momentum. Trying new strategies is also important when your current ones no longer appeal to customers or prospective audiences. This may sound like common sense but some people tend to get stuck focusing on one thing even if they’re getting diminishing returns on their efforts – without thinking about why this might be happening and what can be done to fix it. By all means, keep your current approach in mind but don’t get so attached that you can’t change things up when necessary. Content marketing is always evolving and taking the time to incorporate new ideas into your strategy will help you stay ahead of the game instead of falling behind by sticking with something that no longer works. Just remember that every piece of content should be approached differently depending on what you’re trying to accomplish – some pieces may require a totally different approach than others, and figuring out which one is best for a particular situation is part of learning as a marketer.

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