Once upon a time, inside a land of rainbows, butterflies, plus evil content overload, a grasping love story is unfolding.
But this particular love affair isn’ t what you’ d expect — it’ t no “ Romeo and Juliet” or “ Sleepless in Seattle. ”
Rather, it’ s an improbable courtship with a bond sealed simply by three little words: Business-to-Business .
That’ s right. We’ ve said. The secret’ t out. For the last decade, we’ ve been head-over-heels in love with B2B content marketing .
We know what you’ re considering. B2B can’ t hold the candle to B2C. B2B is certainly boring . B2B lacks sex appeal. But you don’ t know B2B like all of us do— she’ s a knockout and a showstopper.
What’ h so darn attractive about B2B content marketing? Let us remind a person of all there is to fall in love with.
We’ ve Fallen in Love With B2B Content Advertising Because …
… It Forms Real (Love) Connections
Audiences are made up of people along with specific needs and interests. Section of the challenge — and the thrill — is making a B2B content marketing strategy that addresses those needs plus interests to make our audience along with love.
“ I love the particular ever-present challenge of speaking to the audience on topics they honestly care about and in a way that really links with them. Seeing big results actually pays off all of the audience research plus thought behind the content, ” Elizabeth Williams , a longtime accounts managers, says.
And speaking of the real individuals we’ re trying to woo with the content, those people are why Changer Marketing Strategist Jack Fitzpatrick is enamored B2B content marketing.
“ I love B2B content material marketing because it is a constant reminder that will businesses are made up of actual people, ” he says. “ When crafting a good influencer marketing or social media marketing campaign, we are creating content for people. Smaller businesses, large corporations, and every company in between, started with people developing a vision and striving to reach this. That’ s a powerful concept in my experience. ”
… This Nurtures Buyers
Nothing is more rewarding compared to hearing those three little words and phrases from prospects and turning all of them into loyal companions thanks to our own data-informed content strategies . Just take it from your Associate Director of Search & Analytics Tiffani Allen .
“ The things i love most about B2B content material marketing is the journey, ” the lady says. “ It’ s hardly ever transactional, but instead focuses on providing the correct information at the right time. It’ s almost like solving a problem. You have to analyze the prospect’ ersus journey – not only through your personal properties but in the digital world at large. ”
… It Combines Analysis Along with Creativity
Fresh out of graduating high school, I had been confronted with the same question most graduates face: “ What do you want to do along with your life? ” After courting vocations like biology, psychology, economics, and many others, I struggled to find precisely what I was looking for. No occupation appeared to fulfill my need for a creative wall plug and exercise my analytical brain. Until I found marketing.
B2B content advertising allows you to be both analytical plus creative. Through analysis, you are able to uncover powerful content opportunities that will produce desired results. And by means of creativity, you can make sure those content material opportunities are executed in a way that excites and entertains audiences.
This particular targeted, thoughtful approach is what assists in keeping the job interesting and drive this kind of substantial results. Debbie Friez , Influencer Marketing Strategist, agrees.
“ B2B marketing is targeted, so you can actually look at how to move specific viewers to awareness of our client and purchase from our client, ” she states. “ With my job particularly, I am able to work with influencers that may not have millions of followers, yet are highly-regarded in their industry. ”
… It Provides Constant Learning Opportunities
Some of the best dates are usually where you and your partner experience the euphoric pleasures together. And in B2B content advertising, every day can be a new experience, talking about fresh, emerging topics with various levels of complexity. That is especially true for all those of us that do content marketing with regard to large enterprises or a articles marketing agency
Our own creative articles genius and Senior Content Marketing and advertising Manager Joshua Nite says: “ I love a chance to learn new things. We have clients within finance, cloud-based software, IoT, healthcare… when we work on content with them, We get to learn about it all. It’ t endlessly fascinating. ”
We now have clients in finance, cloud-based software program, IoT, healthcare… when we work on at ease with them, I get to learn about everything. It’s endlessly fascinating. – @NiteWrites on what he loves about B2B #contentmarketing. Click To Tweet
… This Solves Problems
(Great) B2B content marketing and advertising isn’ t just putting a note out there for the sake of it. It’ ersus about solving a real, tangible issue for your ideal customers. That’ t why Account Manager Jane Bartel is so captivated.
“ One of my favorite things about (good) B2B content marketing is that it’ s i9000 so focused on adding value for your audience, ” she says. “ More than in the B2C space, B2B content marketers are asking themselves, ‘ is the content I’ m generating going to help the person consuming this solve a problem? ’ ”
3 B2B Content Marketing Programs We Dropped In Love With
TopRank and B2B content advertising is a match made in heaven, and the evidence of our own love is in the work we generate. The below campaigns gave all of us plenty of reasons to fall madly deeply in love with B2B content marketing and we think they’ ll provide plenty of motivation for you as well.
Prophix: AI in Financing
Online. Multimedia. Triple-digit increases. What’ h not to love?
Several of our team members, which includes Josh and Elizabeth, are quite attached to our recent content campaigns regarding Prophix (including our AI in Finance interactive eBook ) the most for your reasons listed above and more.
“ We developed something absolutely unique, with the sound plus the interactive interface plus the computer personality, Penny. I love that will it’ s so original plus, quite frankly, cool, and I’ mirielle proud of the results it’ s obtaining, too! ” Josh said.
Elizabeth provides, “ I have just LOVED focusing on our last few campaigns along with Prophix. I love the partnership we now have developed where we can bounce tips off each other, get super innovative with our concepts, and test media formats and interactive content. ”
Read the complete case study to get an appearance behind the scenes at how our online content drove triple-digit results regarding Prophix.
SAP Purpose: Helping the planet Run Better
Today, business is more regarding doing “ good” than getting “ good. ” In fact , purpose-driven businesses that strive to leave the planet in a better state than they will found it in have more loyal clients and also feel a stronger psychological connection to the brand.
Our team fell deeply in love with sharing inspirational stories from purpose-driven businesses, NGO’ s, nonprofits, plus thought leaders for SAP this season through their SAP Purpose campaign .
“ Sharing the stories of these Forwards Thinkers making a difference in our globe inspired our team along with the members associated with SAP’ s audience. Seeing these types of leaders converge on one project spreading their passions and pursuits has been so powerful! ” says Jack port.
Hyper-Targeted Content Strategies
“ The project I’ m many in love with at the moment: Planning and creating a collection of resources for one particular portion of a client’ s audience. It’ s targeted, valuable, and can make great use of new and current content, ” Jane points out.
A specific preferred among the team is the seo-driven B2B content program we’ ve been working on in partnership with Antea Group USA , a leading EHS plus sustainability consulting firm, for the past three years. We’ ve made a consistent commitment to one another, and results we love have been in the air. From 2017 to 2018, overall blog traffic has grown a whopping 149% , and natural blog traffic has grown 183% .
One of the pieces we’ re unquestionably gaga over is this piece offering hot EHS tips from a Demogorgon .
Plenty of Love to Go Around
B2B content advertising is the perfect partner. Our connection has a solid foundation and we always grow together, instead of apart. This affords us the opportunity to learn. This nurtures our buyers. It helps all of us connect with target audiences. It resolves important problems. What’ s never to love?
We aren’ t the only types who love everything B2B marketing and advertising. For more inspiration, make sure to follow these types of B2B marketing influencers .
If you liked Lovestruck: Why We’ve Fallen in Love with B2B Content Marketing by Anne Leuman Then you'll love Miami Internet Marketing Consultant