Business-to-Business (B2B) marketing holds several key distinctions from marketing that is oriented toward consumers (B2C). This marketing content tends to be more informational as purchase decisions, in comparison to those of consumers, are based more on bottom-line revenue impact and return on investment (ROI). Here’s how you can boost your business to business marketing content within the international education industry.

Remember your Buyer’s Goals

Jumping on trends, thinking outside the box or even adding a bit of humour to your content is a good way to generate traffic. However, when it comes to B2B content, always be sure that it stays relevant to what you have to offer, and that you publish the information that your followers have signed up for. Think about the users’ intent as this is extremely important for SEO results and it’s also a great way to help you think of interesting content.

Educate

Handing out information to your customers is essential, even more so when you are addressing a business. When it comes to content, think about all the problems that your product or service solves - focus on content that highlights what you can solve for them and how much time it can save and make that information easily accessible. You can also go for content that doesn’t directly market a specific product or service. Instead, it can teach your customer how to do something better or where to look for specific information, for example.

Diversify

Many B2B marketers focus on providing content only on their website. While blogs are essential for SEO and adding traffic, you need to look into other platforms that can help spread the word. Make use of social media platforms, use images, stories, videos and reels. Those who use video content have seen a 46% faster revenue growth! Go a step further and use live videos to ‘keep your brand human’, giving your customers an insight on who the people in your company are.

Separate Buyer Personas

You may offer a variety of products or services aimed at different businesses, so your content has to reflect that.  You cannot go for one type of content and expect it to be relevant to all. Group your customers into buyer personas and create content that is relevant to each persona. Display all that content in an organized way on your website as it makes it easier to access the knowledge they need.

Tell your Story and Make it Visual

Add content that gives your leads a deeper insight to why you do what you do, why was your product or service created? How did it come about? What has your business learned along the journey? How has your business evolved over time? Tell them your story. While you’re at it, be sure to add some visuals too, articles with an image once every 75-100 words get double the number of social shares than articles with fewer images.

While at first glance content ideas for B2B marketing may seem limited and daunting there are plenty of ideas out there. If you’re not sure how to get started we can help you with:

- Brainstorming topics for content

- Finding relevant keywords

- Creating content for better SEO

- Creating visual content

- Preparing your content calendar 

- Launching your content marketing campaign 

Get in touch on [email protected] for further help and information.