Best B2B Content Marketing

It’s fairly easy.

Creating the best B2B content marketing for technology and manufacturing companies is relatively simple, even if you skirmish with ideas, grammar or writing. Here’s how to make it easy and enjoyable.

Best B2B content marketing? 1 step at a time.

So you want to create the best B2B content marketing ever?

The best content focuses on a single, current industry hot button. Think user challenges, cost, support, adoption and integrations, for starters.

The most effective B2B content

  • Case Study 55% 55%
  • Best Practices 53% 53%
  • How-To Guides 47% 47%
  • Market Trends 43% 43%
  • Product Features 24% 24%
  • Competitive Comparisons 17% 17%

Next steps

To create the very best B2B content marketing, the next step is to go through this short exercise, jotting down a few bullet points. 

1. Background: usually a recent trend in your industry, vertical or market space around this topic.

2. Current challenge: a B2B challenge is almost always described in terms of time and money lost.

3. Your experience: ‘we’ve seen this happen with some of our customers’.

4. Your recommendation: ‘based on this, I recommend…’ It’s fine to recommend something your product or service is good at. Just don’t mention your company, product or service; then advertising.

5. Conclusion: the best B2B content marketing conclusions begin with next steps.

Example: an article for a tech company

You are with a company that sells file management software to certain verticals. Here’s how you would create a piece for an enterprise data storage audience focused on the life sciences vertical.

1. Background – “Life sciences is creating petabytes of unstructured data through genome and related projects that have complex workflows with lots of technical and/or rich content. This leads to soaring storage and IT costs for those companies.”

2. Current Challenge – “Data storage costs are skyrocketing and overburdened IT staffs need a way to push file management down to the business user, in this case the research scientist. Allowing the researcher to determine what, when and where to archive data for later retrieval will migrate data to lower cost storage and save huge amounts of time and expense for IT teams.”

3. Your Experience – “Recently we’ve seen next generation enterprise software solutions that solve this problem. With ROI focused architectures, these solutions are ideal for cloud computing and object storage.”

4. Your Recommendation – “Look for software companies that offer…”.  Fashion a bullet list that, of course, highlights your company’s competitive advantages without ever mentioning the name of your company or product.

5. Conclusion – “There’s no longer a mandate for IT departments to keep adding costly near term storage. Nor is it necessary for IT teams to bear the brunt of mediating between business users of data and storage archives.”

Write or delegate

With those simple bullet points you have an outline for an article. And you’re on the way to creating top B2B content marketing.

Once you’re happy with your bullet points it’s time to write the article or delegate  to someone else. If you delegate make sure it’s someone who knows your company, products and markets.

Aim for 500 words because search engines won’t take you seriously unless it’s at least 300 words. Search engines like to see more than the minimum.

 

Create a headline

Next, look at what you’ve created and think of a seven word headline that grabs someone’s attention and gets you found by SEO. Potential headlines for this article could be:

  • Overwhelmed By Unstructured Data? Here’s Relief.
  • Relief For Your IT Department
  • File Management Solutions for Unstructured Data

 

Finally, notice how easily this article can be converted for an audience in a different vertical.

Ninety percent of this content can also apply to industries with rich content or technical workflows including Media & Entertainment, Oil & Gas, Software Development and others.

So with relatively little effort you now have interesting, relevant content that can be blogged, tweeted and posted multiple times across multiple verticals for several weeks.

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About Mike Harris

Mike is the founder of Harris CMO Partners, a Nashville based firm offering interim and fractional CMO services to B2B companies.

He enjoys writing about what's working in B2B sales and marketing.

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