Most of the content management advice on the internet focuses on B2C sales.
"Though there is some overlap in tactics and approach, B2B content management requires a completely different approach than B2C. B2B tends to be more niche; the products are often more expensive; and there are multiple decision makers involved."
This requires a unique set of tactics to ensure you are reaching your desired audience. Here is a list of six tips to help businesses master B2B content management:
1. Understand your market: They key to any successful content management strategy is to start by understanding the market and identifying opportunities. We recommend checking out the article “B2B Sales: Everything you need to know” published by Tenfold. This comprehensive guide can help content managers really understand the complexities of the B2B sales cycle.
2. Implement a system of cross-departmental communication: Cross-departmental communication is critical. Working directly with the development team helps you understand the full capabilities of your products and services. Aligning your goals with the sales team helps you understand your customers. Working directly with operations and accounting can help you understand the buying process. All of this information can then be communicated through your content.
3. Establish industry authority: Industry authority is crucial to B2B sales. Businesses want to work with reliable companies who offer the best, most innovative products and services. Your products and services help them reach their goals. So it is important that you provide credentials, industry-specific knowledge, and thought leadership within your content.
4. Create the right types of content: B2B content is often more informative than entertaining. Infographics, white papers, and online presentations will often get you more mileage in B2B than a social media post. Focus on long-form informational content, content that answers questions, and facilitates conversations.
5. Identify the optimal publishing channels: One you have created your content, you will have to identify the best publishing channels. Business-focused social media sites like LinkedIn, industry specific publications, and email blasts are all effective communication channels for B2B.
6. Speak to the decision makers: Ultimately, even if the entire team of a company is excited about your products and services, unless the decision makers are on board, there’s not much you can do. Decision makers care about three main things: Will the product or service save time? Will the product and service save them money? Will the product or service solve an internal issue? In your content, you should connect the needs of the decision makers to your products and services. If they see the benefits, they are more likely to buy.
These tips can help you master B2B content management. ALHAUS can also help. We offer a range of great B2B content services. We will help you ideate, create, and publish content that appeals to decision makers. Contact us today to learn more!