Let’s face it, practically everyone’s working from home these days. What used to be unthinkable—people ditching the office for their living room sofas—happened almost overnight when companies worldwide made the big shift. Along with this new work-from-home culture, there’s been a massive spike in how much digital media we’re all consuming. It’s not just us though; brands are flooding every digital platform you can think of with loads of content.

Think about how you use social media and digital platforms every day. By now, you’re probably just mindlessly scrolling past countless brand posts and ads in your feed. Chances are, you’ve even unsubscribed from email newsletters you don’t recall ever signing up for.

It’s super easy to just skip over these messages and move on. But here’s the kicker: if you’re the brand doing the posting, you definitely don’t want to be just another piece of skipped content.

And here’s another thing—communicating with other businesses isn’t like chatting with consumers. It’s way more complex because there are more decision-makers involved, and they’ve got a bunch of different things to consider.

Let’s be real for a second: content can turn into just more digital clutter, whether you’re targeting other businesses (B2B) or individual consumers (B2C). When every brand is vying for the same audience’s attention, a lot of effort and resources end up wasted as people just clear out their inboxes or scroll through feeds without really looking.

But here’s the deal—you don’t need to burn through resources just to get noticed by everyone; you just need to reach the right people. That’s where content marketing comes in. It’s all about sending the right messages to the right people at the right time.

What Exactly is Content Marketing?

So, what’s content marketing all about? Well, the Content Marketing Institute puts it like this: content marketing is a strategic approach that’s all about crafting and sharing valuable, relevant, and consistent content. The goal? To pull in and keep a well-defined audience engaged, and eventually, drive them to take actions that are profitable for your business.

Content marketing is really about giving your audience consistent value. If you don’t keep up the value, your content is just going to be more noise adding to the clutter, not helping you meet your marketing goals.

Businesses of all shapes and sizes are on board with this method because it really works. It’s all about delivering value, strategically. Each piece of content should meet your audience exactly where they are in their buyer’s journey. It should provide them with something they need right then and there, gently pushing them towards the next step.

Breaking Down the Buyer’s Journey

Content really shapes how we interact with people at different stages of their buying journey. The way you chat with someone you’re still trying to win over is going to be way different from how you talk to someone who’s been your client for ages.

Stage 1: Awareness

Think about when you first realize you’ve got a problem or see a chance to grab an opportunity. What’s your first move? You start looking up solutions, right? That’s where I come in with my content. By having the right stuff out there—think white papers, checklists, or industry reports—I can catch your eye right when you’re searching. This is my chance to show off what I know and bump up my visibility.

Stage 2: Consideration

Now you’re in the phase where you’re checking out all your options, trying to figure out the best way to tackle your problem or seize that opportunity. Getting your attention is one thing, but keeping you interested long enough to lead to something more—that’s the real challenge. I use this time to make things super easy for you. I offer content like webinars, free trials, and demos to help you weigh your options and make a decision.

Stage 3: Conversion

Here’s where things get real—the decision-making stage. This is my opportunity to tip the scales in my favor. How? By offering up case studies, testimonials, and even showing you the math with ROI calculations. It’s all about giving you that final nudge to choose us.

B2B Content Marketing Tips You Can Start Using Today

Once you’ve got a clear picture of the buyer’s journey, it becomes way easier to craft a content strategy that actually turns your target audience into customers. Here are ten best practices to help you hit your goals.

Offer Gated, Valuable Content

Want to generate some quality leads? Try offering up useful and relevant content in exchange for contact details. People often prefer learning from articles rather than ads, so cut down on the sales talk. Instead, focus on how your services or products can solve problems. Create lead magnets like infographics, templates, whitepapers, and guides that really make an impact—these are the types of content your audience is hunting for.

Mix It Up: Long-Form and Bite-Sized Content

Long, detailed blog posts and articles that educate, entertain, or engage show off your expertise and build credibility. They’re also great for loading up on relevant keywords to boost your search engine visibility. But not everyone has the time or attention span for long reads. That’s where bite-sized content comes in handy. It lets you deliver your key message quickly, so you can catch your audience before they scroll away.

Use Targeted Landing Pages

Tailor your content to meet your audience right where they are in their buyer journey. It’s crucial to use strategic keywords and structure your content in a way that tells a compelling story. On your landing pages, address who you are, why they should trust you, and how you can help both now and in the future. This approach not only enhances their understanding but also boosts your chances of converting them.

Power Up Your Content with Action-Oriented Words

Using words that pack an emotional punch or give a sense of urgency really grabs attention. Why? Because they make your message pop and get people to actually do something. Words that suggest exclusivity, urgency, and solid promises can be super effective.

Here’s a quick tip: choose words that stir up feelings and push your audience to take action. Words like “free,” “guaranteed,” and “now” or phrases like “limited time only” and “money-back guarantee” are more than just words; they’re an invitation to engage and a reassurance that there’s something in it for them. So, next time you’re writing, think about how you can incorporate these powerful triggers to make your content even more compelling.

Use Data to Strengthen Your Content

Let’s get real—business decision-makers aren’t just going to throw their money around based on some flashy sales talk. They need solid, hard facts. Stats and results that support what you’re saying make your content not just more convincing but also harder to dispute. It shows you’re not just making claims—you’ve done your homework and you’re sharing knowledge that stands on solid ground.

Connect Your Content

Whenever you drop new content, make sure to link back to your previous stuff. Why does this matter? Well, using inbound and outbound links keeps visitors on your site longer, cuts down on your bounce rate, and even lifts your status in search engine rankings. Make every link matter. Keep your readers hooked and make them want to come back for more info or, better yet, convert them from just browsing to buying.

Know Your Audience

Sending the same email to everyone? That’s a rookie move. Marketers see way better results when they tailor their campaigns. Split your audience up based on things like where they are in the buying process or how they interact with your content. 

Personalizing your messages shows you really get who you’re talking to and that you care about meeting their specific needs. Randomly blasting generic emails or placing ads just anywhere isn’t just ineffective—it could actually turn people off. Remember, when it comes to effective marketing, quality always beats quantity.

Master A/B Testing

Ever wondered what really clicks with your audience? That’s where A/B testing comes in. It’s like conducting an experiment to see which versions of your content, headlines, or calls to action your audience prefers. You can A/B test almost anything—from visuals and copy to landing pages and the platforms you use for publishing. Just change one thing at a time. This way, you can figure out what’s working best and craft the ultimate content package that really drives conversions.

Make Sure Your Leads are Up to Scratch

Not all leads are created equal. Make sure the leads you attract actually align with your goals before you go all-in on converting them. If they don’t meet your criteria, you’re just going to waste time chasing down prospects that aren’t really a good fit for what you’re offering.

Track, Analyze, and Optimize

Take a close look at your content. Analyze everything from the topics and formats to the visuals and the types of people engaging with it. This helps you spot trends, pinpoint weaknesses, and fine-tune or ditch what isn’t moving you towards your marketing goals.

Change up your strategy based on these insights. Adjust your approach and plan your next moves with these learnings in mind. There are tons of tools out there that can simplify the content marketing process, making it easier to get your strategy right.

It’s time to cut through the noise and focus on delivering real value to your audience. Want to see your business grow through content marketing but not sure where to start? We’re here to guide you through every step of the way. Reach out and let’s chat about boosting your strategy.