It’s no surprise that 93 percent of B2B businesses use content marketing. Content is an effective way to engage and communicate with your target audience. Thing is, creating effective, engaging content isn’t easy. Companies, especially small businesses, need help. Let’s take a look at the benefits of B2B content marketing and the challenges that come along with it.


Why B2Bs need content marketing    

B2B marketers primarily use content to generate leads, raise brand awareness, nurture relationships with existing clients, position themselves as thought leaders and, of course, drive sales. By providing potential customers with useful content, marketers foster trust and can help move prospects farther down the sales funnel. Since B2Bs are targeting business owners or decision makers—the types of people who do their homework before making a purchasing decision—quality content is particularly important.

Savvy businesses also use content to position themselves as industry experts. If you can establish your company as a thought leader in your space, other businesses will take notice and feel more comfortable partnering with you.

Content marketing is also particularly critical to B2Bs because the products and services they market often require some explanation. Most people prefer to learn about a new product via content as opposed to an ad.  

B2B content marketing challenges

First off, many businesses don’t have a “master plan.”  In fact, only 44 percent of B2B marketers have a documented content strategy, according to the Content Marketing Institute. Those that do are more effective than their strategy-less counterparts, according to the research, so sit down and strategize.

According to a new study by Forrester, the Business Marketing Association and the Online Marketing Institute, 87 percent of B2B marketers find producing content that engages buyers to be a major challenge. Lead generation is the most common goal for B2B marketers, and content is a fantastic means to that end.  But you can’t publish just any content.  It’s got to be, well, good. Traditionally, B2B marketers have been less likely than B2C businesses to take risks in their communication strategy out of fear of seeming unprofessional. But B2B’s potential clients are people, too. If your campaign is going to succeed, the content has to be engaging.

Another goal of B2B content marketing is to feed your business’s social media channels. B2B usage of social media has increased since 2013, with 91 percent using LinkedIn, 85 percent using Twitter and 81 percent on Facebook. Identifying the type of content that performs well on social is a skill not all businesses have mastered. We can help. Mediaplanet creates stories your clients will want to share on their networks, and that their customers will want to share, too. We also excel at tackling complex and sensitive subject matter – think STEM education, loyalty and rewards and disability empowerment, just to name a few recent campaigns from the states.