B2B content marketing is a great way to increase search engine rankings, brand awareness, and establish a company as an industry leader. Content can increase brand visibility and plant seeds in readers’ minds, which leads to increased traffic, leads and sales.
However, content curation is not without its challenges. It takes energy and time to produce high-quality content that is consistent in posting. Even brands who create and share content on time compete with other industry voices.
It is also difficult to get more than a few seconds attention from an average internet user, given the amount of information and distractions available online. B2B content should be clear and concise, but still add value.
This article will focus on the importance of content curation for B2B marketing. Our top 3 tips to create meaningful content that stands out from the rest will be shared.
Why is content curation so important for B2B businesses?
Simply put, B2B marketing generates tangible results for companies. B2B marketers use it so much that 91% say they use it. 30% claim content has the highest return on investment than any other channel.
Consistent, high-quality content does more than just draw attention to your business. It makes your company the leader in your industry and increases people’s trust in you.
Content is great for attracting new customers. However, 63% say content marketing helps them build relationships with existing customers and increase loyalty.
Top 3 Tips for creating high-quality B2B content
A consistent posting schedule for B2B content is crucial to any marketing strategy. What makes great B2B content stand apart from the rest?
1. Concise, high-quality B2B content
Microcontent is the best type of content for B2B. Microcontent allows you to provide your readers with quick-form content such as statistics, tips and graphs, videos or quotes. This quick type of content, also known as “snackable” content, gets right to the point quickly. This content adds immediate value to the reader’s day, and increases their likelihood to engage with it. B2B marketing can be very different than B2C social media marketing. However, it can still benefit by the same level of conciseness.
B2B companies are surrounded by professionals in their industry or people who can use their products and services to do their jobs more efficiently. These are the people who don’t have the time to scroll through social media or web pages.
Red Bull is able to keep viewers captivated by streaming live events like cliff-diving competitions. However, it might be difficult for a B2B software firm to attract such high levels of interest. Microcontent is valuable for B2B businesses while competing for attention from busy professionals.
Microcontent does not always refer to providing small amounts of information in a single document. Microcontent can also be in the form a summary of key points that summarizes your article for those who don’t have time to read it all. This can help you grab the attention and increase the cash flow for your business.
2. B2B content that adds value is always the best
B2B companies can be tempted to rely on rehashed content and fluff to fill their social media accounts and blogs. Your brand’s integrity will be compromised if you provide your followers with redundant, ineffective, and meaningless content.
B2C content may be able to grab attention with social media stunts, but B2B content must go deeper. B2B content must be highly specific and laser-focused in order to provide value to readers.
Marketers are limited in what they can do to get reactions from their audience because of the expectation that these content will be delivered professionally. It’s clear that B2B content cannot rely on any other quality than quality to stand out.
B2B content must be relevant and useful. If your content doesn’t provide useful information or practical tips that can be applied in your workplace, it is not relevant. While entertaining and unusual pieces are always appreciated, they should not be the norm. The best B2B content is those that are timely and related to current industry trends. They also provide information about the most recent news in your field. This helps put information in perspective and condenses dense topics for easier reading.
Anything that makes it easier for your readers or makes them appear more knowledgeable at work will help you achieve your reputation management goals.
3. For B2B marketing, laser-focused content is the best way to go
It is important to be concise and add value to your B2B content. You must also be focused on the topics that you cover in your content. To create compelling and unique content, you must have a deep understanding of your audience.
This is the most common reason content fails. Content creators often fail to add value. They tend to be more generalists in their content, to avoid alienating people who are not familiar with their industry.
This is a bad approach. This is precisely the group of professionals you want to attract. You can only be a leader in your industry if you create highly targeted content that addresses the problems and concerns your industry faces.
This doesn’t mean that your B2B content needs to be filled with industry jargon, or difficult to understand for those who are just beginning in your field. This means that you should have a deep understanding of your ideal customer and target audience, and focus on their professional lives instead of just giving general advice.
B2B content is essential to establish your brand as a trustworthy, reputable leader within your industry. It’s also important for increasing sales and revenue.
B2B content that is great stands out is concise and clear. It also respects the time of your readers. Your ideal audience or target market is the best place to find the best B2B content. This will establish your brand as an active member of the community most relevant to your products and services.
Scoop.it Blog published the article How to Use Content Curation to Skyrocket B2B Marketing Results.