B2B Content Options

Even with limited resources, smaller B2B companies can compete against larger competitors with the right content marketing programs. When your business is considering new marketing initiatives, I can help your company develop the right content to reduce sales resistance, advance the sales cycle, and generate revenue. The following marketing programs and content options (portfolio samples used where applicable) are just some of the many ways you can actively engage your prospects along their buying journey. When you’re ready let’s talk.

Maintaining your website is paramount in order to give your buyers the best online experience. Yet often websites can be neglected, resulting in outdated information and if left unchecked, contain broken links. Up-to-date designs and content, along with easy to navigate mobile viewing and proper optimization, keep your buyers informed of your latest product offerings. Beyond websites, blogs further advance your prospect reach and messaging as well as maintaining ongoing email marketing campaigns.  

Beyond your website, having up-to-date digital marketing materials ensure that your sales team can meet prospect demand for product information requests, meetings, sales call follow-ups, or other information as needed. This can include, but is not limited to, data sheets, spec sheets, case studies, white papers, online articles, engineering documents, brochures, sales and product presentations, and other content that advance the sales cycle.

If your company is developing a new product or service, a well-designed launch program will quickly get your product information out to buyers. As part of your product launch, content and distribution options can be developed and deployed across multiple platforms. Content options include new engineering and sales collateral, FAQs, as well as product videos. Distribution options abound including email, press release with supporting links, webinars, and social media. For B2B, in-person activities such as industry trade shows that include scheduled meetings with customers as well as industry press media, can further advance your new product sales efforts. 

For smaller B2B companies, webinars, trade shows, and industry-specific conferences can still provide a valuable source of business leads for both immediate revenue generation and on-going lead nurturing. Careful budgeting will help your business maintain cost control while still meeting new prospects and existing customers who attend these events. It is not uncommon at conferences and trade shows that smaller exhibits can outperform larger competitive displays. Beyond just exhibiting, speaking at industry events or holding separate on-site meetings at industry conferences can provide that extra opportunity to advance your prospect engagement. 

An on-going public relations program provides B2B companies with additional content opportunities to generate sales inquiries. Executives and product managers can participate in discussions with industry media while case studies featuring customer success stories supply the business proof-points that prospects need. Beyond interviews and published articles, press releases are still relevant as part of an on-going content marketing plan. With a program of regularly scheduled press releases you can announce new products, company updates, customer wins, new services, business partnerships, upcoming events, and more.   

Leveraging business partnership marketing opportunities can be a great way for small B2B companies to further advance their product information to reach customers. Think OPM (Other People's Money), or in this case, "Other People's Marketing budget." For example, in the technology sector, larger firms often look to partner with smaller companies who provide complementary product offerings that together, create a more compelling and complete solution. And in many cases these partnerships provide additional marketing resources from the larger company.   

Digital media content along with social media platforms enable B2B companies to more selectively target their buyers as well as measure program effectiveness. A key to creating the right programs is to first identify your buyer’s personas and which content platforms they use to get their news and information. Combined with the lower cost of entry for media creation, including the use of AI, you can build content to reach your buyers.  Remember, you don’t have to be on all media outlets - start small where you can maintain a regular flow of relevant content, such as product videos, customer testimonials, blogs, and other business updates. Effectively used, you can advance the sales cycle of your product with the right content on select media outlets.