The Best Ways to Use Content Marketing for B2B Companies

Content marketing for B2B companies is an incredibly useful way of boosting your business, as long as you approach it the right way.

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Think about your businesses products and services. You sell software as a service. You’ve invested in a sleek website to promote your even sleeker product, and on the advice of a colleague, you’ve created a blog with multiple social media accounts to drive traffic to your site. But creating content alone won’t do the trick. Content marketing for B2B product sales requires thoughtful strategies, engaging content, and most importantly, it must tell your story. Always keep creating, being creative and write engaging and unique content.

People buy from people. That is a key line to remember. Even though your customers could be a  business or corporation themselves, those businesses are still operated by people, and people want to connect with other people. A good line to always remember is “Facts tell, People sell.”

Content marketing targets and engages your audience with your brand by delivering relevant, timely content that does more than just boast the benefits of your product. It connects people to your business. It forms that friendship that in return builds trust and makes people want to buy from you.

Blogs, Instagram posts, Snapchat stories, and LinkedIn posts are all great segways into content marketing.

Instagram and Snapchat

Historically, neither of these social platforms are known for driving B2B sales (as historical as you can get with such new platforms), but that’s changing quickly. B2B companies have come up with some clever ways to use both of these platforms to engage and connect with their audiences

You can use Snapchat (and now Instagram Stories) in a similar way. Gary Vaynerchuk, who heads up social media agency VaynerMedia, as well as other projects, uses both platforms to post clips from his show or his daily life, anything that connects him to his audiences. The result is that potential clients see a personal side to his brands, which then makes them look further into those brands. (Something that’s easy to do since Gary posts links to his website in his bio.)

LinkedIn

Content marketing for B2B product sales through LinkedIn is a no-brainer. From simple status updates of a line or two to posting links to articles or informational videos, B2B companies can push a lot of content onto a platform designed for business in the first place.

Company blogs

All this boils down to what is probably the most successful method of content marketing for B2B product sales. Blogs are unique in that each post essentially functions as a landing page, which you can optimize for search, and recycle the content over and over again. The content itself is only relevant to the product you offer, but when someone searches for that content, the result is a blog hit, which is easier to convert into a sale because you’ve now connected on a more personal level with your audience.

The best content marketing for B2B product sales will use a combination of all these platforms. Content marketing is about reaching as many people as possible, and the best way to do that is to creatively push that content on the right platforms. Don’t overdo it, of course, but don’t be afraid to re-post, recycle, and regenerate content that you’ve already published while always striving to deliver new content to the audiences that need to see it.

Ann Ciambrone