{"id":13237,"date":"2017-10-21T01:05:30","date_gmt":"2017-10-21T01:05:30","guid":{"rendered":"https:\/\/directiveconsulting.com\/uk\/?p=13237"},"modified":"2024-05-23T07:42:34","modified_gmt":"2024-05-23T11:42:34","slug":"b2b-content-marketing","status":"publish","type":"post","link":"https:\/\/directiveconsulting.com\/uk\/blog\/b2b-content-marketing\/","title":{"rendered":"Part 4: B2B Content Marketing"},"content":{"rendered":"

A common thread for many B2B buyers is the search for knowledge.<\/span><\/p>\n

For every challenge they face, they want information on how to overcome it. For B2B businesses this provides a great opportunity.<\/span><\/p>\n

Not only do you have a product or service that can solve this problem, but you have the knowledge to answer their questions and address their needs before they buy.<\/span><\/p>\n

You can leverage this knowledge through<\/span> content marketing.<\/span><\/p>\n

Content marketing as a whole is one of the most effective forms of marketing.<\/span><\/p>\n

It costs 62% less than outbound marketing but generates <\/span>3x as many leads<\/span>. But many B2B companies still struggle in their effort to create content.<\/span><\/p>\n

According to Content Marketing Institute, only<\/span> 30% of B2B marketers<\/span><\/a> said they were effective at content marketing compared to 38% last year.<\/span><\/p>\n

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(<\/span>Image Source<\/span><\/a>)<\/span><\/p>\n

Part of the problem may be that companies don\u2019t always know how to create content that addresses the unique needs of B2B buyers.<\/span><\/p>\n

Any old blog post just won\u2019t do.<\/span><\/p>\n

Here are a few things that you should know about creating B2B content and ways you can leverage that content for B2B audiences to drive leads. <\/span><\/p>\n

What Types of Content Do B2B Audiences Need?<\/b><\/h2>\n

There are specific types of content that work best for B2B audiences.<\/span><\/p>\n

B2B content has to be highly actionable. This means that usefulness and research are key elements to content creation. <\/span><\/p>\n

According to CEB, there are <\/span>four categories of content<\/span><\/a> that produce sales for B2B:<\/span><\/p>\n