to do B2B Content Marketing the Right Way (with five examples)

B2B content is still a bad marketing strategy, even though it’s been over 20 years since the year 2000.

Content marketing , or digital, has been around for at least ten years. However, some companies still make simple mistakes that can have a negative impact on their results.

It’s a pity, because the majority of content marketers ( 71 % ) will tell that content only became more important over time.

Most buyers ignore ads, and actively seek out content that will help them make purchasing decisions. (70% of buyers have read at least 3 pieces of content prior to talking to a seller).

Businesses that are able to do B2B marketing content right will have a huge competitive advantage.

What is the correct way?

We’ll look at both sides so that you can learn how to do content promotion the right way.

Content marketing for B2B: the wrong way to start

To learn how to do content marketing correctly, you must first understand how is wrong. Here are six big no-nos.

1. Content marketing is not created.

Content marketing is a sin.

You can’t expect to get consistent results if you don’t have a plan. A content strategy is an outline of how you will create, publish and distribute content in order to build your brand.

You never know, maybe one of your shots will land. You might create a blog that attracts attention. Your website’s traffic may spike for a few days. You might get some leads.

This will be mostly down to luck. It won’t work because you don’t have an effective plan to keep your content consistent with regard to quality, frequency and look/feel.

If you want your content marketing strategy to grow your business, it takes more than just luck. You need to have a plan. Content creation should be based on anticipating and meeting user needs.

Content marketing cannot be reactive or ad-hoc to be effective over the long run. It should be proactive and strategically oriented.

Content strategy is the engine of content marketing. It’s essential to achieving results.

2. Focusing on the wrong audience

Content marketing is often started by businesses who first think about themselves. What would they like to share? What do they want to share?

Huge mistake.

They don’t realise: your content should never be centered on you. What you want and what the brand wants are irrelevant.

Turning outwards is the first step. What do the people want? What is important to your audience?

audience analysis is the only way to find out the answers to this question.

Most businesses make the error of failing to talk to their customers.

Five examples of B2B content marketing done right

These five examples show how B2B content is done correctly. These brands and their content will help you see the light.

Grammarly – Giving people what they want

Grammarly understands its audience, and uses blog topics that are relevant to the questions people ask in Google.

This means that the brand is and not when posting things like “the best editing apps for your business” or why you need an editor app.

This blog, for example, on How to Write Collaboratively, is aimed at professionals and students – Grammarly’s main target audience. It is a subject that they struggle with, particularly in the world of remote working and Zoom meetings.

Grammarly creates content that answers common grammar questions, such as “when should you use more than vs. over” or “when do you use who vs. what?” Grammarly’s content is geared towards its audience.

Orbit Media: Consistency is important

Updates to old content are important to keep it fresh and current.

Orbit Media is a good example of this with its blog survey. They update it every year with new data.

This is also a complete update. Since 2014, they have sent the survey again, collected the responses, compiled them, and analysed the insights. They then rewrite and update the graphic. This is consistent.

Winning at optimization: Zapier

Zapier is a great example of combining content with SEO.

Zapier is an automation software company, but it ranks for terms such as “best to-do list” and “AI Image Generator.” Why?

Zapier can integrate with apps such as these. This is how they create relevant content for keywords that seem random.

This case-study demonstrates that the strategy works. The company is ranked highly for the keywords in question and receives nearly one million visitors per month.

Helping vs. selling: LendingClub

LendingClub provides personal and business loans as well as banking and investing services. ‘s blog content shows a clear distinction between helping and selling.

When services are mentioned they’re discreet and relevant to what is being discussed.

HubSpot is a giant in B2B content Marketing

HubSpot has many advantages in the industry, but its content marketing is one of them.

This brand’s website attracts over six million visitors annually. It has a robust blog, produces high-quality, targeted content and uses a “content upgrade” strategy to increase subscribers. This Sumo Report illustrates HubSpot’s incredible success.

B2B content is now the time to do it right

You can achieve the same results as the best B2B companies who use content marketing.

What is the most important thing you should do?

Commit.

It takes the highest level of commitment to content marketing.

Commitment is key. You must be dedicated to a specific strategy, to your audience, to quality and to patience as you await ROI.

Content marketing is not only profitable but also affordable and sustainable. It is also what consumers want to see.

It is important to follow the correct steps.

The post How do you do B2B Content Marketing the right way? (with five examples) first appeared on Search Engine land.