Content marketing can help your business increase its online presence, attract more traffic and generate leads. If your business is primarily a B2B model, then B2B content marketing is a must. The world-wide public is not your audience, rather, your audience is a niche genre.

Hence, what steps should your organisation take for B2B content marketing?

Step 1: Identify the Audience

Imagine you begin your B2B content marketing. You create content on several topics and post them online. However, your content fails to get any traction. Why did this happen?

There is a high chance that your content doesn’t interest the audience, or that you have completely misunderstood who your audience is. To identify your audience, you must know:

• Age
• Gender
• Profession
• Income
• Interests
• Problems
• Platforms they’re on  

By knowing all of these, you will have a clear idea of who your audience is.

Step 2: Pick the Medium

There are many platforms and mediums that are online. Neither you can be present on all of these platforms, nor your audience will be present all of them. By choosing the medium, you utilize your limited resources to reach out to the audience.

There are three mediums that you cannot compromise on and which is perfect for a B2B audience:

1. Website
2. Blog
3. Email marketing

Apart from that, there are several online platforms that you can consider: Facebook, Reddit, Quora, LinkedIn, Twitter, etc. You should choose the platforms where your audience is present.

For example, if you operated a business consultation, LinkedIn and possibly Quora would be the platform where your audience is present.

Step 3: Choose the Content

Now that you know who your audience is and which mediums you should target, you must choose the content.

• What topics would your audience be interested in reading?
• What topics would they enjoy reading?
• What topics would be helpful to them?
• What the topics provide solutions?

The content you provide, whether on the blog, email or social media, needs to blend all the above four points.

Step 4: Publish Regularly

Your B2B content marketing is pointless if you don’t publish it regularly.

• At least once a week for blogging and email marketing
• A daily or bi-daily frequency for social media platforms

Case Study: Allerin

Spacebar assists Allerin in their B2B content marketing. Allerin is a software program company that specifically focuses on integrated technology solutions.

Step 1: Identify the Audience

Step 2: Pick the Medium

The medium picked is blogging and LinkedIn and Google+ – because that is where their audience is present.

Step 3: Choose the Content

By identifying the audience, we know their interests and problems and craft content accordingly.

Here’s a look at their blog page:

Here’s a look at their social media:

Step 4: Publish Regularly

Blogs and social media content are published on a weekly and daily basis accordingly.

The Result: Allerin is a growing brand name in the industry known for integrated technology thought leadership, which in turn helps it generate leads.

Running a content marketing strategy for a B2B audience is no easy task. These 4 steps can help you jumpstart your B2B content marketing. Your B2B content marketing should evolve according to how your audiences engages with it. If one strategy fails, move on to another. Or, take professional help.