B2B Marketing = Marketing Boring Products?

Content Marketing im B2B
Photo: Sharon Mollerus
How do I create content in B2B? Not every product is attractive and has an exciting background story. This problem, which has already caused headaches in B2C, is even more prevalent in B2B. Most companies in this area can more or less be placed in the ‘boring industries’ category. How is it possible to create and market interesting, comprehensive content here?

Ross Hudgens, who calls himself a content-marketing expert with a SEO background, has a plethora of tips and ideas for this challenge.

Go into depth: Naturally, there is hardly a manufacturer which can compete with B2C enterprises, such as Zalando, when it comes to image and product attractiveness. However, there are numerous points of connection which could interest customers, partners, and the branch. They aren’t sexy, but relevant and not as self-explanatory as one would think from an inside perspective.

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Consulting and Inspiration First: an Interview with Kisura

Kisura LogoNow that startups, such as Outifttery and Modomoto, have well established male dominated model curated shopping, Kisura is the start of personal shopping services exclusively for women. We were especially interested in how this business model was adjusted for a female target group, a target group well known to be one of the final puzzles in e-commerce. We spoke with CEO Tanjoa Bogumil about curated shopping and gender commerce.

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Best Practice: Dealing with Problems

Wein + Vinos Logo
It is not just at Zappos that everything is about customer service. Wein & Vinos, Germany’s largest online wholesalers of Spanish wines have set the goal of making all customers happy.

It is tragic when, despite this, every shipping deal’s nightmare comes true. They only wanted to do something good for themselves and their customers, by switching to a Magento shop after 16 years of in-house development and bringing their software and inventory management systems up to date.

Because of technical difficulties Christmas sales sank into chaos. Even the customers were not spared. They received wine they hadn’t ordered, deliveries for the holidays arrived late or not at all, and larger orders were delivered in lots of small parcels.

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