In B2B, it comes down to personal contact with the customer more than in any other branch. Especially content marketing strategies start here and support customer contact with well-told content. But this has to be communicated in the right way. That’s why B2B marketers have to focus more strongly on different customer contact points than their B2C colleagues. At the end of the day, the more interactions possible through one channel, the better the lead generation and customer binding.
So what do you need for a successful content marketing strategy B2B? An info graphic by Uberflip answers just this question: in person events, webinares and case studies are some of the most popular B2B tactics. But social media also plays a role. Career networks like LinkedIn and Xing are particularly important here.
A successful content marketing strategy is based on tactics which are basically aimed at bringing customers into the office. This not only strengthens your own brand, and leads generation/qualification, but also binds customers. Creating content in B2B, for instance with story telling, is something individual to your own branding and the company’s customer approach, which naturally requires a creative marketing department.
Only one of many possibilities
There are many ways to be successful in B2B e-commerce. Content marketing is one strategy, which can lead to sales if it has the right content and targeted communication. A conversion optimised shop, on the basis of Hybris, Intershop or IBM for instance, is essential. You can find out more about success in B2B e-commerce in our whitepaper on the topic, which can be downloaded in English or German here free of charge.