Using content for simply driving website traffic isn’t enough for B2B content marketers. To truly move the needle, content marketers need to shift their focus and priority to building trust with their audience in order to foster lasting relationships.
B2B buying groups spend an average of eight months researching purchases before they start to talk to sales reps. To have the best chance of landing deals, you need to influence those buyers at each step along their research path.
One of the best ways to do that is to build a B2B Media Brand with regular content that caters to specific Ideal Customer Profiles. On the surface that means blogs, videos, podcasts, eBooks, social posts to reach your audience in the format they prefer, in the media channels they prefer.
At 6sense, our podcast Revenue Makers is an example. Most episodes are about the length of an average commute. Listen to it on your favorite Podcast app. (Shameless plug over.)
On a deeper level, it means adopting an audience-centric mindset focused on:
- Understanding what your customers care about
- Creating content that speaks to their needs
- And giving customers reasons to come back
In a recent episode or Revenue Makers, we interviewed Anthony Kennada, founder and CEO of Audience Plus, about building a media brand and why it’s a growing emphasis for B2B teams.
The goals are simple:
- Better data
- More customer engagement
- More deals
Putting First-Party Data — and Audiences — First
First-party data in B2B marketing has never been more critical. As cookie data dwindles, businesses must pivot to strategies that rely on data they collect directly from their audience.
Kennada says one of the ways B2B companies can gather more data is by behaving more like media brands. By engaging directly with their audience, they gather valuable first-party data and learn exactly what their customers need.
You can see how different ICPs and buyer personas react to different types of content. This level of detail allows for a much more personalized approach to marketing. As you understand more about the behaviors of specific audience segments, you can plan more content specifically tailored to their needs and preferences. This personalization is key to driving deeper engagement and, ultimately, higher conversion rates.
Kennada points to Netflix as an example. Using first-party data that tells Netflix what content viewers consume, Netflix knows “these are the shows that we need to create with these specific actors and actresses to improve our subscription sales in this region or for this demographic.”
Comparing that to a lot of B2B marketing, he continued: “We’re coming up with content … based on search intent data. Then there’s what our CEO or CMO tells us to write about. Or we get into this cycle of ‘random acts of content.’”
The antidote to ‘random acts of content’ is looking to first-party data, which tells B2B marketers who their audience is, what they care about, and therefore what content will move the needle.
How to Think Like a Media Brand
Acting like a media brand means treating your prospects more like readers and subscribers. You want to be a trusted resource. You want to be entertaining. You want to earn a newsletter subscription, or — dare we dream? — a spot on the bookmark bar.
A B2B media brand that makes research easy can earn a top at the top of the vendor consideration list. And while they are using your content as a resource, you’re gathering a wealth of information about them.
Nailing the right topics isn’t enough, either. You need to invest time in multiple formats. Precious few people will read as far as you already have.
Engagement is often higher with videos, podcasts, and interactive media. B2B marketers should create content that mirrors consumer habits, offering not just information, but also education and value–– and fun! (If you haven’t listened to our DumpYourDataVendor.com hotline, take a moment to have a few laughs. 😊)
Thinking like a media brand also helps B2B companies can make more effective marketing investments. Instead of scattering resources across one-off campaigns, companies can focus on building a content strategy that nurtures and grows their audience over time.
Several B2B companies have already begun to excel in this area, setting themselves apart as thought leaders through high-quality video and podcast content. For instance:
- Salesforce has its Salesforce+ platform, which features a range of original video content, including interviews, documentaries, and thought leadership pieces that educate and inspire its audience.
- HubSpot has used its HubSpot Podcast Network to position itself as a go-to resource for marketing, sales, and business growth insights.
- 6sense’s own Revenue Makers podcast aims to offer valuable insights and practical advice for sales and marketing pros.
Content Should Address the Entire Customer Lifecycle
Content isn’t just for building better engagement; it’s critical for building better relationships, too. Your customers aren’t done with your brand once they’ve made a purchasing decision— especially not if your solution is subscription-based. Customers expect an ongoing relationship with your brand, and aside from regular touchpoints from a customer service rep, that means continuing to deliver content that resonates with their needs and interests. This ongoing engagement strengthens the bond between the brand and the audience and increases the likelihood of repeat business and long-term loyalty.
Build a Community
One of the most effective ways to foster a brand relationship is by creating a useful community where your audience can connect, share ideas, and learn from one another.
Several companies have successfully leveraged content to build vibrant communities:
- REI’s Cooperative Action Network brings outdoor enthusiasts together to participate in political campaigns and help advocate for policy changes to protect and preserve nature.
- Red Bull has built a global community around extreme sports and lifestyle, using content to inspire and engage its audience on a deeper level.
- 6sense’s RevCity is a platform where marketers and sales professionals can come together to discuss the latest trends, share best practices, and access exclusive content. This not only keeps the audience engaged but connects them with thought leaders and peers in their industry.
These types of meaningful connections are only built through long-term investment in marketing campaigns comparable to those of media brands and B2C companies. That’s uncharted territory for many B2B organizations.
Getting Started with Content Production
Creating compelling content is at the heart of any successful B2B marketing strategy, but it’s not without its challenges. Producing quality content consistently can be a daunting task, especially for smaller teams with limited resources.
One of the most significant challenges B2B markers face when it comes to content production is the meeting the rising demand for video content. On the same episode of Revenue Makers, Kennada addressed the challenge. “Start small, but start somewhere,” he advises. B2B marketers can start with a single video series or a few short, impactful videos, and gradually scale up as they gain experience and confidence.
While video content is in high demand, it’s important to remember that written content still holds significant value. Blogs, whitepapers, case studies, and articles continue to be critical components of a robust content strategy. These formats allow for in-depth exploration of topics and are often preferred by audiences looking for detailed insights.
Balancing video with written content ensures that you’re meeting the diverse preferences of your audience and maximizing your reach.
So, How Hard Will it Be?
To help navigate the complexities of content production, here’s a checklist of the main content types ranked by difficulty and time investment:
Content Production Checklist
Social Media Posts (Low Difficulty, Low Time Investment)
- Short, engaging updates that keep your brand visible and relevant.
- Ideal for promoting other content, sharing quick insights, or engaging directly with your audience.
Blog Posts/Articles (Medium Difficulty, Medium Time Investment)
- Written pieces that explore industry trends, offer advice, or provide company updates.
- Essential for SEO and establishing thought leadership.
Infographics (Medium Difficulty, Medium Time Investment)
- Visual representations of data or concepts that are easily shareable.
- Great for summarizing complex information in an engaging way.
Podcast (Medium Difficulty, High Time Investment)
- Audio content that allows for in-depth discussions on relevant topics.
- Effective for building a loyal audience that returns for regular content.
Webinars (High Difficulty, High Time Investment)
- Live or recorded sessions that provide detailed education or product demonstrations.
- Excellent for lead generation and establishing authority.
Videos (High Difficulty, High Time Investment)
- Visual content ranging from short clips to full-length presentations.
- Requires planning, scripting, shooting, and editing, but offers high engagement potential.
To do B2B marketing like a media brand, you’ll eventually want to produce all of the above. But while you’re in the early stages, it’s perfectly okay to do what you can as your skills and resources allow. Remember Kennada’s advice: “Start small, but start somewhere.”
Get AI-Powered Assistance
For companies facing time and budget constraints, AI-powered tools can be a game-changer. AI can help streamline content production in several ways:
- Content Generation: Tools like Chat GPT or Writer can assist in drafting initial blog posts, social media updates, or even video scripts, significantly reducing the time spent on writing.
- Video Creation: Tools like Lumen5 or Pictory can convert written content into engaging video formats with minimal manual input.
- Editing and Proofreading: Tools like Grammarly or Hemingway can polish written content quickly, ensuring it’s clear, concise, and error-free.
- Automated Design: Tools like Canva and Adobe Spark can simplify the creation of graphics, infographics, and visual content, making it easier for non-designers to produce professional-looking materials.
By embracing these AI-powered platforms and tools, B2B companies can deliver high-quality content efficiently and effectively, even with limited resources.
Conclusion
Building engagement through compelling content is a journey that requires careful planning, creativity, and a willingness to adapt. By thinking like a media brand that puts the interests of their audience first, B2B marketers can create content that not only attracts but also retains and nurtures prospects and customers by delivering value and building strong, lasting relationships.
