B2B Content Marketing: How to Go From “Ehh” to “Wow!”
Oftentimes, marketers get confused as to what the best approach is when reaching out to companies rather than consumers. Unlike in B2C, B2B marketing is typically much more professional and informative. It focuses on breaking down the long-term benefits of the product or service, while B2C marketing establishes a quick fix to a current problem the consumer is facing. However, this does not mean that marketing to businesses has to be boring. It is crucial for companies to capitalize on the buyer’s journey with engaging content. In fact, 67% of B2B buyers rely more on content to research and make B2B purchasing decisions than they did a year ago. In this article, Jeremy Durant suggests a few tips on how to avoid sharing ineffective B2B content. One tip? Highlight benefits, not features.
We’ve seen it over and over again, companies focusing on the features of their products and services rather than the benefits. Features can be really cool and great, but the real value lies in the benefit it provides to your clients.”
Get away from the status quo and engage with your audience! Read the rest of these tips to find out how. Looking for an in-depth guide to B2B content marketing success? Checkout our eBook, 2015 Content Marketing Tactics & Technology Planner.
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