B-to-B Firms Need Content Marketing

d910cf06328811e3902122000a9e5160_6You’re a business-to-business firm; perhaps a mid-sized business with no marketing team. You know you need marketing; however, beyond setting up a basic one-dimensional website you’re unsure what comes next.

Sound familiar?

It should and does, most likely. There are many organizations, firms, companies and business units scrambling to piece blended marketing together in order to communicate and sell to business audiences.

While there’s research everywhere saying B-to-B marketing is blending and blurring with B-to-C marketing, there are still firms that will never market to mass audiences of consumers. There are still businesses that will remain steadfast with its services offering and sell to other businesses and never to consumers.

It’s this type of business, often with an entrepreneurial approach I’m thinking about in this article today.

In order to elevate the firm’s brand and earn exposure, there are a variety of program elements to recommend. There’s one approach, however, that is the strongest recommendation and that’s content marketing.

Power Up The Blog

The first best recommendation is to launch a firm blog. The blog is owned media; you control the message and frequency of the writing. It can become the traffic hub for all types of content creation, including:

• Educational information

• Q&A with a guest

• What Is…Series

• Themes explored and explained

• Guest profiles/features

Breaking news

• Events announcement

• Recap of a presentation + SlideShare deck

• New product launches

Share on Google+ and LinkedIn

Every B-to-B firm should claim its brand identity on Google+ business page and LinkedIn company page. The owners of the firm need to develop personal profiles on each and begin building their networks on these social channels.

All the blog content being written should get shared on these channels alongside industry articles relevant to the firm’s services and interest.

Blend Digital With Content Marketing

When we suggest digital marketing, it means developing content to generate leads. This content can be free downloadable material like an e-book, white paper or research. It can also be a thought piece on a related issue or perhaps a tip sheet or news bulletin.

There are landing pages developed to encourage people to submit an email for the content, and your firm starts creating a list with which to engage in the future.

It’s not as simple as it sounds; however, when you imagine the vast number of users combing the web for information, your content marketing has to be highly useful. Instead of giving it away free, add an email capture form and consider how you’ll keep people interested with your informational content.

MessageMappingBookCover-225x300Consider a Message Map

When you’re unsure of how to present the firm to external audiences, there is a nifty tool called a Message Map that helps provide answers to all the 5Ws of the firm. A Message Map is helpful in extrapolating answers from executives and getting approval from leadership on how best to position a company going forward.

This book provides a step-by-step approach on how to Message Map. You can consider its purchase right here http://MessageMapping.co.


This article “B-to-B Firms Need Content Marketing” first appeared on Jayme Soulati Blogging

Jayme Soulati
Jayme Soulati is a public relations marketer and message mapping master. She blends content marketing, digital marketing and social media with core PR. She is president of Soulati Media, Inc. and an award- blogger writing at http://Soulati.com. She is author of "Message Mapping: Why You Need It and How To Do It" available free on her website. Trained in Chicago's PR firms, Jayme is a media relations veteran and a past president of the Publicity Club of Chicago. She plays competitive tennis player and wants to connect with you on any social media channel!
Jayme Soulati

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