We Are All Publishers: How Content Creation Impacts B2Bs Today

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By Shanna Mallon

In today’s Internet-driven world of webpages, blog posts and social media, everyone’s a content creator. This is as true for B2Bs as it is for consumer-focused companies. Whether you’re a graphic designer marketing to local brands or an automotive manufacturer marketing to businesses worldwide, if you wish to connect with prospects, differentiate your offerings and/or provide relevant information to attract new clients, you need to take advantage of content creation.

Publishing in the B2B Marketplace

Confused about how this works? You’re not alone. If you’re like a lot of B2Bs, talking about content creation raises several questions:

  • How can your business use content creation to draw new clients?
  • What goes into a smart content strategy?
  • What does content creation look like for a brand marketing to other businesses?

To help answer these questions, here’s a look at why content marketing matters for your brand, as well as tips for using it effectively in your business.

A Secret Weapon for B2B Marketing

Typically speaking, prospective clients are going to be suspicious of blatant advertising. At the same time, they are much more influenced by relevant educational information such as blog posts, video presentations, email newsletters, social media content, etc. By providing meaningful content that speaks to the benefits of your offerings, you communicate to prospects why they should buy from you and why doing so is the smart, informed decision. Content marketing helps you stand out from the competition and get noticed by businesses you’re targeting.

Tips for B2B Content Production

While some industries lend themselves easily to content creation, certain B2Bs are stumped about how to create content for their products and/or services. If that sounds familiar, here’s a basic outline of where to start.

  1. Make a plan. If you wait for inspiring moments to prompt new text, images, video and social media content, you’ll post sporadically and inconsistently. To make the most of your content creation, sit down and strategize.
  2. Start with your goal. What’s the goal of your content — to get someone to fill out a contact form, sign up for your newsletter, request a consultation or shop your catalog? When you know what you want from your prospects, you can use that information to guide your content plan.
  3. Identify your audience. What is your target business customer like? What appeals to that sort of company, what tone is most effective and what information would be helpful?
  4. Diversify. There is more than one type of content you can use. Rather than thinking only about blog posts, for example, consider videos, social media posts, e-books or PowerPoint presentations. Visually oriented content tends to do especially well online, whether you’re talking about statistically backed infographics or beautiful professional photography.
  5. Create a lot of content. The more quality content you have online, the better. A lot of professional content builds authority, offers more value to prospects and populates your site with keyword-rich information that is attractive to search engines.

No matter if your business is website design, business branding, plumbing parts or commercial accountancy services, don’t neglect the power of content marketing when you market B2B. Use the tips above to guide your efforts and keep growing your outreach by publishing materials your prospects need.


Shanna Mallon

Shanna Mallon is a freelance copywriter who regularly writes and blogs about B2B topics. She's been active in social media since 2008.

Shanna Mallon is a freelance copywriter who regularly writes and blogs about B2B topics. She's been active in social media since 2008.