B2B Content Marketing

Hi! I chose to write about the importance of content marketing within B2B. I got the inspiration to write about this topic after discussing this with my parents, both CEO’s in two different B2B companies. This discussion got its’ start after a couple of weeks after the start of our digital business course at school, when our group decided to focus our presentations in videos. That led us to study more video marketing and so on. So when I had this conversation about the importance of content marketing (video marketing, social media…) with my parents, they both said “not essential within B2B”.

The other one works for a cargo harbor. Ok, within that branch it may not be that important with this kind of marketing because of the customers being mostly long term customers and the branch being quite intent. But the other parent works for a fair building company. It is a very creative branch with constantly new (and old of course) customers, and I believe the most of the clients interact in social media. I’m convinced that they could increase their business and develop their customer relationships by participating the world of content marketing.

As learned in the chapter 1, content marketing includes pretty much everything published and done in the internet. So there is soooo many opportunities to choose from. Make a short introduction video about the company, post some pictures on Instagram, write a couple of tweets in a week, month… Whatever you wish!

Here below I will link a short video about B2B content marketing and why it is important. But just briefly, the main points in the video is:

1. Create awareness

2. Build engagement

3. Drive thought leadership

4. Gain revenue

                                           (https://www.youtube.com/watch?v=v5HOt5NoXvg)

I believe you could see content marketing as a pitch for your company. Like the first impression, which by the way is super important. The content shared on the internet has to be truthful, current and high-quality. With good content marketing you can gain the trust of your customers and it also makes you well available.

Social media is probably the most common way of content marketing. Then which channels to use? If I think about this company building fair stands, Facebook is not the place. I consider Facebook more (I don’t say it doesn’t work in ANY cases) consumer based platform. What I think could work is Twitter, LinkedIn and maybe even Instagram to show the creativity of the company. So every company has to find the platforms that suites them the best.

Then there’s the problem with money. Small companies, as my parents’, have no money to hire an expert to take care of the content marketing. But in my opinion there is necessary no need for that. Nowadays it’s relatively easy to do marketing through for example social media. Whoever can make it happen and in no time.

I hope B2B businesses will start more and more appreciating the opportunities within content marketing. I myself for sure will try to make the most out of it, if ever possible in the future.

-Camilla Fagerström