B2B content marketing: A practical guide for how B2B brands can use content marketing to better engage audiences
A practical guide for how B2B brands can use content marketing to better engage audiences throughout the buyer journey
Content has become a critical tool in the marketing mix for almost every B2B brand. Nine out of ten B2B marketers are using content marketing strategies to pull in new customers. In 2019, the most successful marketers were already spending 40% or more of their budget on their content strategy.
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But while content marketing offers great brand and business-building opportunities, many companies are finding that their campaigns simply aren’t working. These poorly-executed campaigns waste time and money. Worse still, this bad quality content actually damages rather than enhances your customers’ perception of your brand.
“The real power only comes to those who can create content that connects, engages, and moves through the network.”
Mark Schaefer
So why aren’t more marketers getting the content marketing ROI they are looking for? Let’s start with the basics.
What is B2B content marketing?
Creating a content strategy
B2B Buyer personas
Types of content marketing
Content planning
“You have to add to the conversation, not just echo what others have said. The goal is to make your audience think, and ultimately to change their point of view or behaviour.”
Rob Mitchell, CEO, FT Longitude