The use of content marketing is only going to increase in the future. In fact, many businesses have started B2B content marketing and excel in creating an effective content strategy to achieve their business objectives. The advantages of B2B content marketing are long-lasting and thus, allow firms to take their businesses to the next level. Here’s a look at some of the best B2B content marketing strategies adopted by firms.
1. IBM
IBM is known for creating some pretty cool content. This firm has a content marketing strategy that focuses on different industries. By using different types of content such as images and videos, they creatively showcase their products into real life examples. For example, IBM developed a report on how fashion brands are using digital media and identifying newer ways to target their customers. This report was published by their retail division which had detailed analysis about what fashion brands should do to engage with their audience.
IBM fashion report
Additionally, IBM uses its social media channels to showcase their expertise in providing quality services; the latest one being at the Roland Garros.
IBM at Roland Garros
2. Square
Square has a content marketing initiative called Town Square which focuses on providing tips to businesses in their initial stages. Their content is presented in a list of categories that cater to multiple dimensions of running a business. If you need any tips or information on running your business successfully, then you should consider going through their blog posts. Square has this unique way of conducting B2B content marketing by having a niche audience i.e. small business or entrepreneurs and providing valuable content to them.
Additionally, Square’s Instagram page is unique too. Each image is modified in such a way that it acts as an apt testimonial for them.
3. Salesforce
When you visit Salesforce’s website, you will find Customer Success Stories in the “customers” tab apart from the commonly used elements. For any B2B firm, it is important that you communicate to your prospects of exactly what you are doing differently. As a result, your prospects tend to trust you and consider choosing your products or services than your competitor’s. This is exactly what Salesforce understands and thus, they provide short case studies and customer stories in which they showcase how they have helped their clients to grow their business. In fact, they do this in a unique manner. For example, in its “Singapore Changi Airport” story, the firm mentions how the airport was crowned the world’s best airport and the best customer experience it provides. Furthermore, the story talks about multiple other aspects of the airport and how it was able to improve its services with the help of CRM (software provided by Salesforce). Here they do not harp on the benefits or any specific detail about CRM apart from just providing an internal link.
There are multiple other stories like this in which Salesforce’s customer success stories are communicated. Thus, by putting their customers in the lead role has helped Salesforce to showcase their valuable brand to its customers.
Therefore, whether it is providing content in the form of researched data, aligning with real life events, or with customer success stories, B2B content marketing can be carried out in multiple ways. If you have not started your own B2B content marketing, then do not delay! In the coming years, more and more firms will adopt B2B content marketing and hence, the earlier you start the better it will be to stay ahead of the competition. For more information on creating a content marketing strategy for your business, get in touch with a professional content marketing firm today!