B2B content marketing is the practice of creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience of business customers. Read on to learn about the benefits, strategies, and best practices of B2B content marketing, as well as some examples of our successful campaigns.

Communications has evolved dramatically in recent years; companies need consistent and compelling content to maintain an ongoing dialogue with the media and B2B target audiences. Whether you’re targeting CIOs or finance directors, heads of procurement or HR, or specific industry sectors, only material that’s interesting and relevant will resonate with them. We are here to forage for engaging and thought-provoking narratives, and to tell these in a way that will demonstrate your relevance and benefits. Our storytelling skills lie in our determination to think differently. We will always seek out new angles, and unexpected ways to link each story to the wide world and to issues relevant people care about.

What is B2B content marketing?

B2B content marketing is all about the creation and distribution of informative content with the aim of engaging and converting potential new customers. Unlike traditional marketing and its focus on sales, B2B content marketing’s priority is building trust and credibility by enhancing a brand’s authority. This then helps to foster long-term customer relationships.

What are the benefits of content marketing to B2B businesses?

Some of the benefits of content marketing for B2B businesses are:
It helps to establish thought leadership and credibility in the industry, which can influence the decision-making process of potential buyers.
It helps to educate and inform the target audience about the problems they face and the solutions they need, which can generate leads and nurture them through the sales funnel.
It helps to create and maintain a relationship with existing customers, which can increase loyalty, retention, and referrals.
It helps to differentiate the business from competitors, who may offer similar products or services, but not the same value proposition or customer experience.

What are the benefits of content marketing to B2B businesses?

Our content marketing services encompass a comprehensive range of tactics tailored to your specific business objectives. We start by understanding your target audience, their pain points, and their aspirations. This deep understanding forms the foundation for creating content that truly resonates with them.

Regularly publishing insightful blog posts on your website establishes your business as a thought leader in your field. Our writers craft engaging and informative content that showcases your expertise, solutions and industry insights, attracting potential customers and building brand credibility.
Webinars offer a dynamic way to demonstrate your products, services, or thought leadership. We produce engaging webinars that capture audience attention and generate interest in your offerings.
Infographics transform complex data and information into easily digestible and shareable visuals. We create visually appealing infographics that effectively convey your message and capture audience attention.
Videos are a powerful medium for storytelling and brand engagement. We create captivating videos that highlight your brand personality, products, services, or customer stories, leaving a lasting impression on your audience.
E-books provide a platform to share in-depth knowledge and solutions with your audience. We create comprehensive e-books that educate, inform, and guide your target market, positioning your business as a trusted resource and driving valuable leads.
Sharing compelling case studies that highlight the tangible results you've delivered for clients builds trust and credibility. We craft case studies that showcase your value proposition and the positive impact you've had on real businesses.
Podcasts provide a convenient and engaging way to reach your audience. We produce informative and engaging podcasts that cover relevant industry topics, trends, and interviews, expanding your brand's reach and establishing thought leadership.
Leveraging social media platforms effectively amplifies your content's reach and engagement. We develop social media strategies that connect you with your target audience, generate leads, and build lasting relationships.
Want to know more about how content marketing can highlight your services to the B2B world? Get in touch today.

Featured B2B content marketing work

Shifting the perception of a leading affiliate marketing platform

Awin has a strong heritage in the world of affiliate marketing, priding itself as one of the biggest players in this space in the world. The network has a mission to connect advertisers and affiliates of all sizes; there are currently over 241,000 contributing publishers and 21,200 advertisers using the platform.

Although Awin is a market leader in the affiliate marketing space, its positioning did not necessarily reflect that. The business turned to Skout to devise and deliver a UK PR campaign around its key messaging, new incentives for users and leverage its mantra of championing people first.

Launching a US fintech in the UK to become a visionary player in the market

Global provider of tax technology solutions Vertex helps businesses achieve frictionless commerce. The company’s mission is to provide the most trusted and comprehensive tax technology in the industry – enabling businesses to transact seamlessly and compliantly, all while supporting their ambitions for growth. Vertex’s suite of products are used by some of the biggest companies all over the world.

However, Vertex’s brand awareness in the UK was low. As part of the business ramping up its marketing activity in the UK, Vertex turned to Skout to drive a PR campaign to grow and enhance its brand awareness, cement its position as an innovative player in the industry and stand out amongst competitors. The campaign would be centred around Vertex’s key messaging: tax transformation, frictionless commerce and being a visionary player in the market.

Latest B2B content marketing news

If your business is looking to engage with other businesses and increase brand authority, drive engagement and generate leads and sales, you need to think about content. In the world of business to business (B2B) marketing, content is vital. There are however several criteria it needs to fulfil, as we explore here. Relevance B2B content must be relevant to its...
Content marketing may sound daunting, but it’s really a matter of common sense. It’s an approach which focuses on the consistent creation and distribution of any kind of content that is relevant to a target audience in the business-to-business – B2B – space. Here’s how you can make the most of B2B content marketing for your business. Know your B2B...
Business-to-business (B2B) content marketing is a way for one business to reach and connect with other businesses in its target audience. Direct sales are not the focus of content marketing. Instead, it’s all about the creation of relevant and informative content that attracts and engages prospects from other businesses or organisations and converts them into loyal customers. Building trust, establishing...

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