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by Gillian
on May 7, 2014

We already know that content marketing should be a key pieces of any digital marketing strategy. It can drive your social media success, generate new business leads, and solidify your brand as a power player in your industry.

The problem is that when we think of content marketing, it's much easier to call to mind instances of B2C content. After all, branded content in the consumer space has virtually exploded and can be found everywhere from graffiti in Los Angeles to box office blockbusters. But these brand efforts are targeted clearly at the individual consumer. When someone sees a funky mural of bigfoot wearing hi-tops with the Converse star, they get a (big) fuzzy feeling about the brand, how cool it is, and how they might get themselves a pair of those shoes.

Conversely (see what I did there?), B2B content marketing doesn't have the benefit of the fun, emotional appeal. That doesn't mean it has to be boring. But it does have to be different.

Information vs. Emotion

Instead of emotion, B2B marketers have the benefit of information. When your goal is to attract the attention of organizations, you need to be armed with cold, hard facts. A mural doesn't teach you anything about shoes, but a blog post can teach you a lot about software, hardware, or whatever business product you're offering. Instead of establishing your brand as a bastion of "cool" you can establish your brand as a bastion of knowledge. Thought leaders, experts, the place to turn for any and all info on your industry. This provides a real value to your potential clients and puts you top of mind when they are in need of a product or service like yours.

Broader Targets, More Chances to Miss

When you want to target consumers, you go where they are. In terms of social media, that might be Facebook or Twitter. Targeting organizations as a B2B marketer can be a little trickier. Depending on the size of an organization, you may be looking at thousands of employees. The key here is understanding that you don't need to track down every single person - but you do need to reach the decision makers.

The first step here, of course, is figuring out who these decision makers are. Tools like LinkedIn can be a big help point you in the right direction. In fact, LinkedIn can also be a great place to disseminate B2B content - using sponsored posts as well as group participation. There are millions of professionals on the site every day looking for innovators just like you. Find out who they are and get in touch.

The Smell of Success

So what does a successful B2B content campaign look like? Most obviously a successful campaign is one that gets you a new customer, or at least hot new leads. But in a more general way, a B2B content campaign that is compelling is one that can entertain as well as inform.

You are marketing your B2B product because you believe in it. Your content marketing should reflect that fact while also sharing and elaborating on the reasons you believe in it.

At ManoByte, we have the expertise to guide you through both B2B and B2C content marketing campaigns, while helping to establish your brand as a leader in your industry and getting real results.

Learn more.