The start of a new year is always a great time to make changes and try new things. For instance, many people start working out, eating healthier, or saving money.
As a business owner, you should also use this period of time to reflect, pivot, and evolve your company. For instance, consider pairing tried-and-true practices with something new.
In B2B (business-to-business) content marketing, using multiple platforms and types of content will increase your brand awareness, customer engagement, and conversion. If this sounds appealing, then keep reading, because we’ve identified 11 of the best content marketing ideas that follow current trends and are sure to help grow your company.
What is B2B Content Marketing?
Before we get into new content ideas for you to try, here’s a quick refresher of what B2B content marketing is: This term refers to the content that businesses share with their target audience (in this case, other businesses) in order to attract, engage, and convert these viewers into customers. This content can be posted on a variety of platforms, with social media being the most popular.
With this in mind, many of the strategies below can help your social media content stand out. However, you should post content through a variety of channels, going beyond social media can help you reach more diverse groups of your target audience.
1. B2B Podcasting
Podcasting has definitely gained popularity over the last decade and is projected to keep growing in the years ahead. Back in 2013, only 12% of adults in the U.S. listened to podcasts monthly, and now, more than 10 years later, that number has more than tripled to 42%
In addition to the rise in listeners, podcasting itself is an awesome way to educate your target audience about your industry and products. You are able to host informative debates and lectures that help to establish a sense of trust.
So, if your company hasn’t launched a podcast yet, now is the time. And if you and your team are too busy to handle it, partnering with a B2B podcast agency ensures you don’t miss out on the opportunity. A dedicated podcast team brings industry expertise, proven outreach strategies, and an established network to connect you with the right audience. By handing off the workload to professionals, you streamline the process and position your brand for greater visibility, credibility, and business growth.
2. Highlight Your Success Stories
Use your social media to talk about your company’s wins. A great way to do this: discuss success stories from your client’s point of view. Talk about how your product/service changed their life. This way, your content won’t come off as smug, since you’re letting someone else do the gloating for you.
Try this out today! Start by reading your company’s product reviews; oftentimes, if your previous clients were blown away by your product, they’ll leave a lengthy and thoughtful comment. So, don’t put their words to waste, use this praise to your advantage–re-post it.
3. Hyper-Targeted Content
The most crucial part of marketing is identifying your target audience. Doing this will increase your conversion because you’ll be able to carefully tailor your content and speak directly to your consumer group.
In order to narrow this down and identify your target audience–consider the following list of questions:
Consider the needs of your target audience, how does your product/service solve their problems? Make sure to highlight this to your audience!
What is the age range of your target audience? This will influence what types of platforms you should be using (e.g. Tiktok and Instagram versus Linkedin and Facebook)
What industry do your consumers operate in? This impacts the topics you’ll post about.
In terms of company size, are you targeting small or large-scale corporations?
Consider your ideal consumer’s location, are they operating locally, domestically, or
internationally? This impacts what types of current events you’ll discuss.
What are the interests and values of these companies? You can determine this by
researching your past or prospective clients and by reviewing the content they have previously interacted with.
Now that you have an idea of who your (average) customers are, it will be easier to direct your marketing content to them.
4. Post Content that Addresses FAQ
Posting educational content is a great way to capture the attention of potential buyers. Don’t forget–in the B2B stream, consumers make careful and calculated purchases, so product
education is essential. It is your job to post content that replaces existing doubt or hesitation with information that will help provide clarity and elicit a sense of trust.
By addressing and debunking common areas of concern, you are removing potential barriers that may have previously swayed consumers away from purchasing. It also goes without saying that posting these FAQ’s will help to simplify the buying experience from a consumers’ perspective; now they won’t have to search through your website to find answers.
5. Posting High-Quality Video Content
Posting videos is another way to help increase user understanding of your product/service. Though it may take more time and effort, it is an excellent ROI for businesses. In 2024, video marketers acknowledged that video content directly increased their sales, increased brand awareness and user understanding, kept visitors on their website for longer, and helped to reduce support queries.
So if you haven’t already uploaded videos on your website and social media platforms, this is the time to invest!
6. AI-Assisted Content
To keep up with the demands of posting regular content that is both thoughtful and relevant, more B2B content marketers are using an AI-assisted content bot. These resources, like ChatGPT, can assist with brainstorming fresh ideas for content, captions, or blog outlines.
Using these resources will save you a lot of time, considering it can be tricky to come up with new, clever ideas.
You can also use AI automation platforms like Hubspot and Buffer in order to increase your engagement. These tools schedule your content posting times based on the website traffic and will help you reach more viewers.
7. Share Quotes or Inspirational Messages
Posting motivational content can help to inspire viewers to follow the right practices and take action. As a brand, you want to have a positive impact on your audience because it will lead to more trust and engagement.
Try to source these quotes from your previous content (e.g. a blog, video, or podcast) or relate them back to your business values. This will drive more traffic to your website and will also help define your brand awareness.
8. Create Polls to Survey Your Target Market Audience
Running polls on your social media platforms is an excellent way to get your audience’s opinion. The subjects of these posts can vary based on what type of data you want to collect. Regardless of the topic, these polls act as a great tool for increasing engagement. However, you should be strategic in the types of questions you ask, the overarching goal is to gain a better understanding of your buyers’ preferences and trends.
9. Repurpose Your Content
Don’t stress about uploading fresh content on each platform–it is okay to have some overlap. Instead of creating new and original posts each time, you can repurpose previous content.
For example, you can take an interesting snippet from your podcast or summarize a piece of your blog and transform it into a social media post. This will direct more attention towards your podcast/blog and will increase the overall traffic on your website. Of course, this type of marketing will also help save your company time, money, and resources.
10. Collaborate with Other Brands and Influencers
A fantastic way to engage with and attract new audiences is by working with social media influencers. Be sure that you choose someone who aligns with your brand values and who will help you reach a wider range of consumers.
In B2B industries, finding a relevant influencer can be a little tricky because you’re not just focused on people with large followings. Choose someone who has acquired knowledge and expertise in your industry and does have an audience that fits your target market.
11. Announce Company Updates
You want to keep your audience engaged and excited about your brand. Share exclusive updates with them–keep them in the loop. Let your audience be the first to know about new product launches, campaigns, and initiatives. People are nosy, they love to know what is going on behind the scenes, so why not let them in?
Embrace Change this Year by Transforming your B2B Content Marketing Strategy.
Content marketing is not easy, it requires a lot of time and resources. If you want to have high levels of engagement then you’ll need to consistently post content on a variety of platforms.
It’s also difficult to come up with fresh content, so if you’re struggling, then try some of the ideas from this list! Make sure you branch out with your types of posts and try new things this year. It’ll surely help you to reach new audiences, gain more clicks on your website, and will increase your conversion.
So, which idea will you be trying out first? Let us know in the comments below!
By: Emily Nyikos
-
Jony Studios is a content marketing agency specializing in B2B podcasting and audiobook services. They have worked with many clients, from startups to larger organizations such as Penguin Random House, Amazon, University of Waterloo, Freakonomics Radio, and many others.
