B2B Marketing Strategies: Getting Started With Content

by Debra Andrews | October 18, 2016

In the not-so-distant past, if websites were included in B2B marketing strategies, they were considered chiseled in stone. Mid-sized B2B companies hired professionals to sculpt each page — to push pixels, write copy, and get the images just so — and they published their websites for all the internet to see.

Then they forgot about them entirely.

As it turns out, stone websites don’t hold up too well.


Now those same B2B companies want revived online presences. They want modern B2B marketing strategies that bring in new leads. They want attention and fervor from new, targeted audiences.

But they don’t know where to begin.

We can help with that. Here are three things to consider when you’re tasked with bringing outdated B2B marketing strategies back to life:


1.  Modern B2B marketing strategies focus on catering to specific needs.

Before you start editing your website pages and writing new blogs, consider who you’re trying to attract. Take some time to think about your ideal clients, in as much detail as you can muster. Here are some questions to get started:

  • What was that ideal client’s initial issue that led to their contacting us?
  • How did we solve that issue?
  • What other issues did we solve for that client?
  • What words would that client use to describe our services?
  • What industries do we best serve?
  • What job titles champion our services most?
  • Who usually makes the ultimate decision to contract with our company?

Questions like those can help you get in the mindset of the person you’re trying to attract. They can help you think about their circumstances and responsibilities. They can help you figure out what they need.


In inbound marketing, a detailed buyer profile is called a “persona.” And once you have a firm grasp of your target persona(s), you’ll have a lens through which to analyze your work. Every piece of content should focus on a given persona’s needs and concerns, and position your company as the solution.


2.  Modern B2B marketing strategies keep it short.

Let’s acknowledge the reality of distraction. On any given day, your ideal buyer could open their inbox to find hundreds of unread emails. They could be staring down the barrel of a full day of meetings. Or they could be packing up their things for their kid’s soccer game.

So it pays to keep things short.


That actually makes it a little easier when you’re creating content. When you’re faced with a blank page, or an anxiety-inducing, ever-blinking cursor, ask yourself:

“What’s the one problem I’m trying to address?”

Every content piece should center on solving one problem. If you find yourself stuck, it’s likely you’re trying to solve too many problems at once.

3.  Modern B2B marketing strategies stay the course.

I have no doubt that your B2B marketing journey will take many twists and turns. For example, your business may develop a new product or service. Or you may find that your ideal buyers are a little different than the personas you imagined at the beginning of your journey.

And that’s perfectly fine. The company that walks a tightrope to ultimate success is a rare case.

No one can predict the future. But we can imagine the future we want to achieve, and we can work toward it. Consider your content like documentary footage: every piece depicts a moment in time, and you won’t know exactly how they fit together till the end.

Focus on taking snapshots, and explaining your company’s services and solutions in that very moment. When things change, adapt and take a snapshot of that new moment. Over time, each piece will detail and cement your company’s evolution.


Want to learn more about B2B marketing strategy?

If you’re interested in learning more about marketing strategy, subscribe to the Marketri blog. We’re focused on helping mid-sized B2B companies develop modern, effective marketing plans. (And you can get some free insights just by checking in.)

You can also register for our webinar on how to make great marketing content.

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