The Realities of B2B Content Marketing: What It Is and What It Isn't

Content marketing in the B2B space often faces a significant misunderstanding. Many companies think they are engaging in content marketing, but their efforts are usually superficial and ineffective. This article explores the misconceptions about B2B content marketing and highlights a successful approach that goes beyond the basics.

Common Misconceptions About B2B Content Marketing

What Most People Think B2B Content Marketing Is:

• An eBook titled "Catalyzing the AI Revolution": Ready in July and then forgotten.
• Photos of the Christmas party on company social media: Fun but not impactful.
• Two articles per quarter on a hidden company blog: Inconsistent and hard to find.
• A webinar with a long introduction and a hard sell: Engages few and converts fewer.

Common Founder Complaints:

• "Content doesn’t work for us."
• "Our intern can manage content."
• "Our clients prefer a good old phone call."

A Better Approach to B2B Content Marketing

What B2B Content Marketing Actually Is:

• Short Videos on YouTube and Instagram: Engaging and easily consumable.
• How-To Guides: Practical and valuable for prospects.
• Online Free Video Trainings: Establishes authority and educates the audience.
• A Weekly Webinar: Consistently engages the audience with valuable insights.
• A Content Hub with a Blog: Centralizes all content and improves discoverability.
• Invitations to Industry Podcasts: Extends reach and builds credibility.
• Daily C-Level Posts on LinkedIn & Twitter: Personal branding and engagement.

Case Study: A Successful B2B DNVB Approach

While some founders dismiss content marketing as ineffective, other companies are leveraging it to its full potential. Here’s how a successful B2B Digitally Native Vertical Brand (DNVB) capitalizes on content marketing:

• Active on Five Social Media Channels: Reaches a broader audience.
• C-Level Personal Brand Strategy: Every executive actively engages with their audience.
• Slack Channel for Questions: Provides immediate support and builds a community.
• Weekly Long-Form Videos on Industry Topics: In-depth content that educates and engages.
• Monthly Substack Full of Tips and Insights: Regular, valuable content that keeps the audience informed.
• Daily Short Videos on Brand Narrative: Consistently shares the brand story.
• Social Selling on LinkedIn from Five People: Personal engagement and relationship building.
• Invitations to Industry Podcasts: Positions the brand as an industry leader.
• Content-to-ABM Campaigns: Integrates content marketing with Account-Based Marketing to target specific accounts.

The Founder's Perspective:

• "Content is the future."
• "We are only at 20% of the possibilities."
• "We need to double down on it, test, expand."

Conclusion: The Right Content Strategist Makes All the Difference

The difference between these two approaches is stark. Companies that understand the true nature of B2B content marketing see it as a strategic asset, not just a box to tick. They invest in comprehensive strategies that include multiple content formats and distribution channels, ensuring consistent engagement and lead generation.

Having the right content strategist is crucial. A seasoned strategist can develop and execute a content plan that aligns with your business goals, resonates with your audience, and drives measurable results. Don’t leave your content marketing to chance or underqualified personnel. Invest in expertise to unlock the full potential of your content strategy.