B2B content marketing can be an inspiring, creative, invigorating process when you have the time to do it properly. But the fact is, you won’t always have that time. That’s why you need a B2B content strategy that will be your wingman when you’re pressed, stressed and still need to create.
Having a solid strategy in place also helps you justify what you’re doing to the people signing off the invoices and approving the new hires.
We’re going to take you through all the reasons you’re going to need a B2B content strategy – and get you on the path to creating your own.
But first, let’s take a step back and talk about why B2Bs need to do content marketing in the first place.
What is B2B content marketing?
Unsurprisingly, B2B content marketing is the creation and promotion of content that helps, educates or entertains your audience rather than just going for the sell. You might be wondering how content is different to regular marketing and advertising. Here’s one way we like to think about it.
Traditional marketing and advertising are a great way to tell your customers what you’re doing right now. You’ve got a sale on, or you’re offering something great that people can come and buy. That’s all well and good.
Traditional marketing will only get you as far as the Pepsi Challenge.
But sometimes you need to show your audience where you’re going so that your audience can decide whether they’d like to sign up to take that journey with you. You can do that with a big fancy branding campaign, but you can also do that (for a fraction of the cost) with clever content marketing.
That’s why content doesn’t really promote your products or services. It helps solve your audience’s problems, to show that you’re in tune with their needs and that you can be trusted to partner with long-term because you’ll help them.
Now let’s talk about that strategy!
Why create a B2B content strategy?
Content marketing isn’t a one-time blast or a set-and-forget thing.
It takes constant output, which requires constant thinking. A strategy helps you structure that thinking and streamline the process – so you can create a lot of good content without stretching your team to its limits.