How many growing B2B businesses do you know that really embrace content marketing? Probably not as many as you’d like! These days, it’s common for B2B brands to know that content marketing is important in a general sense – but to resist putting specific content marketing into practice because they don’t think it will work.

To help out, here are several common complaints that we hear a lot regarding content marketing for B2Bs, and a specific content option that may be just right for that business. Check it out and see what works for your situation!

“My Content is Too Generic”: Case Studies

This is a common complaint among companies that have dipped their toes into content marketing but haven’t really understood what it’s all about. For these brands, case studies are an excellent way to show them how content can be both unique and powerful. A case study of a successful project or happy client shows how the business solves problems, why buyers have chosen that business, and the sort of solutions the business can provide in the future.

Every good B2B website should have a testimonials section! And once testimonials are set up, pull quotes are excellent content for social media, while single case studies make great content for emails.

“We Just Don’t Have Time to Come Up Good Ideas”: Product Demonstrations

Some companies just don’t want to work on creating content, and don’t have any good suggestions for agencies that may be working with them. This can be frustrating! But we advise trying a product demonstration. Product demonstrations are already a common part of B2B marketing and a good way to introduce a company to how content can be used in a wider framework. Plus, B2B buyers tend to really appreciate product demos, especially for new products.

This is also an excellent way to push some video content out there. We know that video can be a new experience for many brands, but a product demonstration is both familiar ground and the ideal subject of a video that can then be shared across social media for even more results.

“No One Wants to Read Our Content Anyway”: Tips for Improvements

Is a business getting depressed at low engagement levels? Don’t worry, content can still be useful, especially if it reaches enough people! One of the best pieces of content for this option is a “Tips” article. Yes, that’s obvious. Yes, it’s one of the first content types everyone thinks of. However, these tips articles possess a powerful ability: They don’t have to be about specific company products or services! One of the most effective ways to use Tips articles is to focus on adjacent materials or equipment that people throughout the industry use. For example, a company may not sell nighttime work lighting, but its readers may well be interested in the most effective ways to use it!

“Email Marketing is Enough for Us, Thanks”: All-Purpose Newsletter

Does someone just want to stick with email? That’s okay: It’s time to introduce the all-purpose newsletter!

“But wait,” a business may say, “Do buyers really want to hear about all our personal business stuff?” Not usually, no – but a newsletter can be about so much more than that. This Hubspot article explains several excellent types of content that can be used for newsletters, including industry insights, local business analysis, tax rebates and news, and much more. Make email newsletters creative and educational, and clients will look forward to reading them!

“How Will Marketing Content Make Us Stand Out?”: Whitepapers

Some companies see all their competitors using content marketing, and worry that their own efforts won’t match up, or that their content will just get confused with everyone else’s. Whitepapers are a strong solution to this problem, because they excel at setting a company apart and really showing off their thought leadership. Of course, a whitepaper requires very strong, original data, so it needs to be backed up by surveys and lots of research: This is a long-term content project.

“My Buyers Just Aren’t Interested in that Content Stuff”: Spec Sheets

Ultimately, a client may insist that their buyers just don’t care about content and don’t spend enough time online to see any content anyway. This is a tough one, but we suggest you try out spec sheets. There’s almost never a bad time for a spec sheet. All B2B buyers are interested in checking the details with a spec sheet. The sheets are equally at home as a flyer in the mail or an infographic posted on social media. Spec sheets use readily accessed information that should be an important part of product descriptions anyway. If you can’t start anywhere else, start here!


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