[GUEST AUTHOR] CONTENT MARKETING TIPS FOR A B2B BUSINESS 
Content Marketing is the protagonist of the Inbound Marketing methodology. It is, and it is more than proven that today's audiences are not very tolerant of the intrusive advertising messages that Traditional Marketing used to have.
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Generating quality content for a particular target is a winning strategy nowadays due to the simple fact that we are facing the era of content consumers: people are on the Internet thirsty for information, and to satisfy them and for this they exist some options to outsource this service
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Faced with this phenomenon, B2C businesses have had to take action on the matter and disseminate content that may be useful to their consumers in their daily lives; Furthermore, this strategy is also quite effective in the business sphere or for the B2B model.
The difference between these two models is that B2C businesses tend to have a massive target , whose relationships or digital transactions are normally fast and the purchase decision is made based on desires or emotions.
Rather, B2B businesses have a small and specific target that seeks to solve specific needs through the services of another organization, and whose relationships are long because the level of purchase is usually representative and the purchase decision is based, instead, on the reason and in a long evaluation process.
As expected, Content Marketing applied to a business that sells to consumers cannot be the same as that developed for a business that sells to other organizations.
It is a fact that valuable and quality content can be effective in the field of Business to Business . According to a study by the Content Marketing Institute:
81% of buyers prefer to search for information on the Internet about a product of their interest before contacting the seller.
However, 24% of those surveyed say they prefer to get first-hand information from the seller before making a purchase; so if the SEO of your website is good enough, you will be winning by a lot.
On the other hand, according to a Forrester survey:
98% of B2B businesses search the Internet before choosing who will be their suppliers.
In short, B2B businesses are able to boost their reputation by sharing their specialized knowledge in the form of content, which helps them to position themselves as specialists in the sector and to gain the trust of the audience.
However, the content cannot be of quality or important to the public if it is transmitted on the wrong platforms or in a tone that does not appeal to the characteristics and needs of your audience. out of what is owed. Therefore, a Content Marketing strategy for a B2B business must be sufficiently documented to be successful.
To achieve this, we share some tips that may be useful to you:
DEFINE YOUR B2B AUDIENCE
While B2C audiences are more aware of entertainment and make their purchase decisions based on feelings and emotions, the B2B audience is made up of professionals who base their decisions on facts, studies and what reason dictates.
Bearing this in mind, a fictitious profile must be created , known in Inbound Marketing as a buyer persona , to this fictitious representation to whom they can deliver themselves looking for innovative information that is really useful for their day to day.
DEFINE CONTENT TYPES
Once you have correctly defined your buyer personas in the most correct and specific way , you must determine what platforms you will use and what types of content you are going to disseminate.
According to studies, the contents for a B2C business cannot be the same for a B2B company, because while the former focus a little more on entertainment, the latter refer to facts and technical knowledge.
That is why the types of content for B2B are: success stories , case studies, webinars , technical reports, whitepapers , etc. To learn how to prepare an editorial calendar of topics and ideal formats for your B2B audience, consult the article “ How to create the best editorial calendar for your business blog? "
However, this is not set in stone and it is necessary to listen to the public to know what they prefer. In this way, some businesses find videos more effective and others e-books or infographics to capture the attention of their audiences.
Of all the types of content that can be used for a B2B business the favorite is they webinars . This format is a kind of online conference in which you interact with the participants and, well, with them This format is a kind of online conference in which you interact with the participants and establish direct relationships with potential customers , generated trust and the feeling that they are communicating with true experts in the sector.
ADAPT THE CONTENT TO EACH STAGE
For Content Marketing for a B2B business to be successful, it is not only necessary to adapt the content to the interests and behaviors of buyer personas , but to each phase they go through in the purchasing process .
Visits to your website can come from anywhere on the web, from comments on your blog optimized with the appropriate keywords or from the very social networks with positive comments about your company.
To capture these leads, it is necessary to have landing pages with forms so that they are duly filled in with the necessary data of these prospects, so that leads can be nurtured with the appropriate content for the stage in which they are.
Finally, to continue building loyalty, webinars and social networks are essential. They allow you to create long-term relationships so that your business remains in the memory of your potential customers. LinkedIn is the best social network for digital strategies in B2B businesses where it is promoted and to feed with relevant content.
QUALITY MUST PREVAIL
Since the B2B public is usually made up of professionals, who have a limited time for their searches, the amount of content that they can select for later consultation takes barely a few seconds to remain in the background; that is, it is preferable that they choose a well explained 30 minute webinar for later reference than 10 blog posts that take a few minutes each.
This does not mean that it is not necessary to publish continuously through the various digital platforms that your business may have; Rather, it is about the fact that you must prioritize some types of content over others and promote placing in the first place those that are exclusive, original, dictated by experts in the area and linguistically correct.
PAY SPECIAL ATTENTION TO YOUR SEO
It is necessary to optimize that you constantly optimize your platforms so that the content is really of quality and has the correct structure, since organic searches are still a fundamental way to generate online traffic .
However, the fact that you publish specialized content does not give you a winning pass, it is important that you take into account all the good SEO practices so that you stay on the main page that the search engine places to your target audience.
In conclusion, the content of your B2B business must be oriented to audiences that seek quality over quantity, containing and containing specialized information that allows them to make a purchase decision based on the reason given by the facts.
Resources:

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