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Business-to-business (B2B) content marketing might sound like a buzzword or trend, but we encourage you to look past the mouthful of words and explore what it can do for your business.
So what is B2B content marketing? Well, you’re reading a prime example of it right now.
We’re a business—and you’re a business (likely). And we’ve created content to provide you with value and attract you to the services we can offer. However, it’s not sneaky like subliminal messaging or psychological advertising tactics. B2B content marketing is straightforward, concise, and with a dash of self-promotion.
And we’re not ashamed of it—you shouldn’t be either.
Below, we’ll walk you through everything you need to know about B2B content marketing—including what it is, why it matters, best practices, and how to get started.
B2B content marketing refers to the content you produce and market to businesses or organizations. When you write an article about chocolate bars, you create business-to-consumer or B2C content. But when you write an email newsletter about human resource software, you create B2B content.
Behind every business is a decision-maker, and that person will change depending on your product as well as influence your marketing strategy. For example, if you sell project management software, you might write B2B content for a product marketer. And if you sell cybersecurity products, you might write B2B content for an information technology team lead or security manager.
You likely have an endless to-do list for your marketing strategy—so why should content marketing be at the top? Here are a few reasons content marketing is important for B2B:
There’s no one-size-fits-all B2B content marketing strategy. You’ll have to build a program that fits your industry, products, and audience. Some customers might like sitting down and watching webinar content, while others prefer to read a blog post—and others might want to consume content from their social media feed.
You’ll have to tailor your strategy to your customer’s unique needs and interests.
Below, we’ll walk you through a few of the universal top channels and general best practices for B2B content marketing. Use these tips and recommendations to create your targeted B2B content marketing strategy.
There are countless channels you could use for B2B content marketing. But you can’t afford to create and distribute across every channel—whether a startup or enterprise.
We want to help you get the most out of your content marketing. So we recommend starting with the following channels. If you find a high return on investment (ROI) with these channels, continue to scale them. And if you don’t, feel free to experiment with other options:
Email marketing produces an average of $38 return on every dollar spent—that’s an incredible ROI, especially if you can scale it. It’s also a versatile tool. You can use email to create or distribute content—or both.
However, unlike other digital promotion channels, customers must opt in to your email marketing campaigns. You can’t just send messages to them like commercials or advertisements. They must consent to receive your messages and can choose to unsubscribe at any time. That’s why you’ll have to maintain focus on quality and engagement.
Here are a few ways you can use email marketing for B2B content:
SEO is a proven strategy that involves creating guides, blog posts, and product pages on your website to target specific search terms. Most of the time, SEO acts as top-of-funnel B2B content marketing, but it can vary depending on the search term and user intent.
It’s also a long-term game. You won’t see results from your SEO efforts overnight—you might not even see them for months. However, once your content begins ranking for valuable search terms, you’ll score new customers without paying an extra penny.
You can also use content on your website for the following:
Video content requires a larger upfront investment but can be a powerful conversion and engagement channel. You can share your videos across video platforms (like YouTube), social media (like Facebook), and blog posts. Plus, you can even slice and dice them to work in different formats, such as Instagram stories or TikTok videos.
PPC advertising, which involves purchasing ad slots on digital channels where your audience spends their time (e.g., social media, search engines, popular websites, ecommerce stores, and blogs), may be worth your while. Here are a few popular PPC tactics to consider:
Follow these best practices to maximize the ROI of your content marketing efforts:
Twilio SendGrid can help you with the following B2B content marketing:
Ready to distribute your B2B content at scale? Sign up for a free Twilio SendGrid account.
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