B2B Content Marketing

Online content marketing is not a new idea but in 2012/2013, we have seen it emerge from the marketing office and filter into the mainstream. Whether you are a small business or a big brand, content must be at the heart of everything you do, from SEO and PR, to audience targeting and brand adoption.

The B2B sector in particular has often struggled with creating relevant and interesting content. The most common question I am asked by clients is “How do I turn this into ROI?”, shortly followed by “How can it be measured?” With this in mind, the B2B team at 4Ps Marketing will spend January’s R&D time on a thorough analysis of B2B content strategies. Through this analysis, we aim to identify the best ways to target, optimise, measure and develop your strategy.

Why Should We Care?

Content certainly has the potential to convert prospects into a sale, so creating that killer content might just be the catalyst you need. Whether your aim to convince key decision makers that your company is an authority in the marketplace, or you wish to gather data about your audience, content can play a major role in building a company’s portfolio.

Creating content for outreach has become a core activity for any online business, and B2B companies are no exception. Building powerful link equity for SEO and consistently talking about the same topics will not only build trust with the audience, but with search engines too; Google is presently placing much emphasis on author rank.

Through creative and inspiring content, even the most complex and corporate of brands and products can show personality. It has never been more important to build personal brands within businesses, particularly in the B2B sector. Word of mouth is and always will be the most powerful sales tool for B2B companies, so creating approachable and knowledgeable personas will be of considerable benefit in this sector.

Contact us to find out how content marketing can help you as a B2B company.

Keep your eye out for our “content on B2B content” this January or return to this post to discover our findings.

Latest posts on B2B content marketing:

• Content distribution by Phoebe Green
• Author rank by Lucie Walker
• Can B2B Content Be Sexy? by Jack McLaren
• Using Content to increase Brand Awareness by Laura Pagani