For B2B buyers, researching a purchase is like putting together an all-white jigsaw puzzle – when all the options look similar, it’s hard to know where to begin.

When you boil it down, B2B content marketing is about adding layers of colour to the purchase decision. That makes it easier for buyers to find relevant information, answer questions, and recognize your brand as a trustworthy option.

Effective content marketing puts content first and marketing second. Zamaan Sunderji, Content Marketing Manager

“People prefer to do business with people they trust,” says Zamaan Sunderji, Content Marketing Manager at Motum B2B. “It’s vital for brands to position themselves in the best possible light to attract their target audience and move them through the purchase funnel.”

Content marketing is a golden opportunity to connect with buyers and prove you speak their language, but there’s an art to it. The best examples are more about the storytelling than the sales pitch. As Sunderji puts it, “Effective content marketing puts content first and marketing second.”

To start a conversation with buyers organically, try these 5 content marketing strategies.

1: Put technical data front-and-center

In a 2022 survey, a whopping 77% of engineers said they found datasheets useful when researching a significant purchase, followed by computer-aided design (CAD) drawings, product demo videos, whitepapers, and tutorial videos. Similarly, 70% of engineers preferred email newsletters with in-depth technical information, with industry trends and news in second place at 55%.

Datasheets and technical papers are the meat and potatoes of your content plan. These give B2B buyers quick insight into the core of their decision: the technical specs of a product, how it works, and how it fits into their overall process.

The takeaway: Make sure datasheets, technical drawings, and reports are easy to access on your website. Share them as assets in your campaigns to entice new readers.

The next level: Repurpose things like 3D models and schematics for graphics that can be used in a range of assets, from videos to email images to GIFs shared on social media.

2: Feature your subject matter experts

“When faced with difficult decisions, people tend to seek the advice and leadership of subject matter experts,” says Sunderji.

Whether it’s engineers, scientists, or software developers, your organization is bound to have subject matter experts with a wealth of industry knowledge to share. Use them! At Motum B2B, we’ve interviewed hundreds of these experts, and we always find them full of interesting anecdotes and helpful technical information.

To a B2B reader, this shows off the expertise in your company and provides keen insight into industry news, trends, and tips relevant to their business.

The takeaway: Use your subject matter experts to develop blogs, Q&As, and case studies you can post on your website and share as campaign assets. Add backlinks for extra SEO juice.

The next level: Feature your experts in a video Q&A for a more friendly, personal touch that builds trust with the viewer.

3: Provide helpful resources

Of course, B2B users may also visit your website or rely on your company as a source of information about products. They might want to know how to replace a part, maintain a piece of equipment, choose a product from your catalogue, or troubleshoot a piece of software.

Give the people what they want. You’ll also end up giving Google what it wants, which is authoritative and trustworthy information — a key ingredient in its algorithm.

The takeaway: Create content that answers frequently asked questions (FAQs) or addresses common issues among your customers. Tutorials and whitepapers can be extra helpful in the post-sale stage.

The next level: Create a dedicated section on your website for FAQs, downloadable resources, or industry intel so people can easily find the information they need.

4: Speak to specific audiences

If you know your customers better than the competition, here’s where you prove it. To zero in on segments of your audience, your how-to or product-focused content should be mixed in with a healthy serving of targeted, industry-specific pieces.

After all, a customer in food processing may not use your products the same way as someone in, say, pharmaceuticals or construction. Tailored content shows buyers you understand their goals, pain points, and challenges.

The takeaway: Design content assets geared around specific applications or industries within your audience. Use-case guides can help post-sale by providing an application-specific walkthrough of a product.

The next level: Make your website easier to navigate by creating sections that speak to different industries. Plan email campaigns targeting specific applications, curating shared content to their needs.

5: Use visuals to explain complex concepts

“B2B doesn’t have to be boring” — we all know that mantra, and we live by it. B2B also doesn’t need to be so complicated. Sometimes you need a good way to explain more difficult concepts, whether it’s a technical process, the inner workings of a product, or how one service fits into a larger lifecycle.

This is where visuals can make a huge impact. Aside from being eye-catching and shareable, images and digital media can educate readers in ways that text — or even a good ol’-fashioned phone call — just can’t achieve.

The takeaway: Have a concept or process that’s hard to explain? Create a chart, infographic, or quiz to make it clear as crystal.

The next level: Make the learning process even more engaging with apps, animations, and clickable interactives your audience will remember (and pass along to their colleagues).

Workin’ hard for the money

People are hungry for stories that inspire, educate, and inform. Content is a strategic investment that will pay for itself many times over. Zamaan Sunderji

More than the “soft” side of marketing, content is an invaluable resource in the discovery phase of a buying journey — one that establishes your business as a reliable, authoritative vendor.

Beyond discovery, well-written content is an effective workhorse, notably in the after-purchase phase. It keeps you on the customer’s radar as they return to your content for helpful tips, tech support, and industry intel.

“People are hungry for stories that inspire, educate, and inform,” says Sunderji. “Content is a strategic investment that will pay for itself many times over.”

Want to treat your brand to a marketing gift that keeps on giving? Get in touch with the content experts at Motum B2B.

While you’re here, did you know we’re hiring a Digital/Web Analytics Specialist? Learn more about the role and apply here.