Create business-to-business content
Posted: Mon Apr 21, 2025 7:07 am
In 2022, our customers will have more and more channels to consume marketing content : videos, online articles, podcasts, etc. These will be different ways for brands to communicate with their customers in order to engage them with their message.
I would take the time to understand which channels my audience uses and then go there. Having a presence on different channels will give you the opportunity to tailor your message to the respective audience groups and present it in a way that works best for them.
For example, I've noticed that podcasting has been trending upwards.
While not everyone will listen to your podcast, those who do will have specific interests and goals that you can use to your advantage. So, build a kind of audience.
Similarly, more and more people are reading blog posts to learn more about companies and products, so businesses should use this space and target this customer group more strategically.
B2B content is often overlooked. I've noticed that many B2B companies don't value it and base their choices on the mistaken belief that "businesspeople don't search online to find answers," which leads them to invest tons of tunisia mobile database and effort in cold calling and emailing.
The latest trend, I believe, is sending the same messages to people on LinkedIn. How many times has this worked? In my experience, it very rarely works. At least, I tend to thank them for messaging me and politely ignore these sales pitches.
B2B content is essential. Trends change so quickly that sometimes B2B managers also go on Google and look for ways to cope with these changes. I know I do, and I know many people who do too.
It's normal!
After reading a blog post about specific solutions, trust with the brand is established, and I'm more interested in speaking directly with the representative to learn even more. Would it work if the same brand only sent me messages on LinkedIn? Probably not.
I base my search on intent. When I search for something online, I intend to solve some problem I'm facing. When someone sends me an introductory email or messages me on LinkedIn, I have no desire to explore because I'm not thinking about the question.
How many potential customers are lost because companies choose not to create B2B content?
I would take the time to understand which channels my audience uses and then go there. Having a presence on different channels will give you the opportunity to tailor your message to the respective audience groups and present it in a way that works best for them.
For example, I've noticed that podcasting has been trending upwards.
While not everyone will listen to your podcast, those who do will have specific interests and goals that you can use to your advantage. So, build a kind of audience.
Similarly, more and more people are reading blog posts to learn more about companies and products, so businesses should use this space and target this customer group more strategically.
B2B content is often overlooked. I've noticed that many B2B companies don't value it and base their choices on the mistaken belief that "businesspeople don't search online to find answers," which leads them to invest tons of tunisia mobile database and effort in cold calling and emailing.
The latest trend, I believe, is sending the same messages to people on LinkedIn. How many times has this worked? In my experience, it very rarely works. At least, I tend to thank them for messaging me and politely ignore these sales pitches.
B2B content is essential. Trends change so quickly that sometimes B2B managers also go on Google and look for ways to cope with these changes. I know I do, and I know many people who do too.
It's normal!
After reading a blog post about specific solutions, trust with the brand is established, and I'm more interested in speaking directly with the representative to learn even more. Would it work if the same brand only sent me messages on LinkedIn? Probably not.
I base my search on intent. When I search for something online, I intend to solve some problem I'm facing. When someone sends me an introductory email or messages me on LinkedIn, I have no desire to explore because I'm not thinking about the question.
How many potential customers are lost because companies choose not to create B2B content?