How to Create a Successful B2B Tech Content Marketing Strategy

blog_related_media

blog_topic

blog_related_activities

blog_niche

blog_related_tips

unique_blog_element

Picture this: you’re part of a B2B tech company, driving innovation and ready to make waves. But there's a catch—you’re stuck at the top of the B2B Content Marketing Funnel, casting a wide net and hoping for the best. It feels like shouting into the void, right? Imagine transforming that chaos into a streamlined process that captures attention and guides leads through a meaningful journey. This article is your roadmap to mastering B2B tech content marketing, breaking down barriers, and showing you how to create a win-win strategy.

Feather’s notion to blog makes it easier to craft that strategy. It’s like having a trusted guide, helping you turn complex concepts into actionable insights without getting bogged down in jargon.

What is B2B Content Marketing

B2B content marketing is like a conversation between businesses. It's about using content to engage, educate, and persuade other companies to understand, trust, and ultimately buy from you. Think of it as sharing innovative ideas in ways that other companies appreciate. You might create articles, videos, white papers, or blogs. The people you're talking to could be business owners, corporate investors, or anyone who cares about how you can help their business.

This approach isn’t new. Creating and sharing valuable content has been a key part of marketing for a long time. But during the pandemic, content usage went up by 207%. Many of us are planning to share content more often and make it even better in the future. Choosing the right content will attract more attention from the people who matter most.

B2B vs. B2C: Different Goals, Different Approaches

B2B content marketing is different from B2C content marketing. B2B content targets specific audiences and focuses on delivering value, while B2C content aims to create broad awareness and get lots of people talking about your brand. B2B content must be thoughtful and detailed and address each stage of the long B2B customer journey.

Executives want to know how you’ll impact their bottom line. You also have to get buy-in from influencers in the buying group who have a say in the final purchase decision. B2C content, on the other hand, casts a broader net and segments audiences using demographic and psychographic data. Popular B2C tactics include:

Quizzes

Contests

Interactive content

B2B content must deliver exceptional value to earn trust and drive conversions in a niche market. B2C content focuses on entertainment and inspiration to build brand affinity with the masses.

The Future of B2B Content Marketing

As content usage grows, it’s clear that B2B content marketing will keep evolving. 55% of marketers plan to post content more frequently, and 53% plan to boost the quality of their content shortly. It all comes down to choosing the right mix of content marketing media that will turn more heads.

Content Creation in Digital Marketing

Digital Marketing Content Management

SEO Content Marketing

Why Is Content Marketing Important

Content Marketing in B2B

Content Marketing for SaaS

Content Marketing Inbound

Optimized Content Marketing

SEO Content Marketing Strategy

Why Should Tech Businesses Use B2B Content Marketing?

When B2B researchers look for new products or services usually begin with a general search engine query. Tech companies that publish relevant and informative content stand a better chance of appearing higher in the search results. This increases the likelihood of researchers visiting your website and engaging with your calls to action. Best of all, these visitors are already interested in your offerings, making them high-quality leads more likely to convert.

Driving Organic Traffic: A Cost-Effective Strategy

Many tech marketers spend heavily on PPC ad campaigns to drive traffic. Creative content can boost organic traffic, reducing your PPC spend. This improves your website’s SEO, signaling to search engines that your site is popular. As a result, your links are more likely to appear at the top of search results.

Dominating Keywords: Rise Above the Competition

The tech industry is highly competitive, with countless companies vying for the exact keywords. Your brand can climb the rankings by consistently adding fresh and informative content with targeted keywords. This increases your chances of getting multiple links on the first page of search results.

Fostering Client Loyalty: Keep Them Coming Back

Content marketing isn’t just about attracting new leads. It’s also a fantastic way to keep your existing clients engaged and loyal. By publishing content aimed at current customers, you can maintain their interest and encourage them to spend more in the future.

Inbound marketing is as much about delighting customers as it is about acquiring new ones. You don’t want to lose clients to competitors that offer more helpful content.

Cost-Effective Marketing: Get More Bang for Your Buck

Content marketing is often the most cost-effective method for generating leads, increasing conversions, and improving SEO. While other strategies require significant investment, content marketing can be managed in-house without excessive spending.

Create a New Account and Start Sending Emails Today

Run your blog and newsletter with Feather today! Create a new account and send emails from Notion, or go from notion to blog in minutes!

How to Create a Successful B2B Tech Content Marketing Strategy

Understand Your Audience: Engage and Solve Their Problems

Start with a thorough understanding of your audience. You need to know their needs, behaviors, and the questions they have. This will allow you to create content that engages them and helps them make informed decisions.

If your B2B product, for example, aids hiring managers, identify their challenges and craft content that addresses these issues, positioning your product as the solution they seek. A keen grasp of their pain points will guide you in developing content that truly speaks to them.

2. Dive Deep Into Research: Know the Market and Your Competitors

Once you understand your audience, conduct market research. This means determining the market size and potential for your product and how it’s likely to perform against competitors.

Competitor analysis will show you what types of content are working for them. Combine this with keyword research to gain insights into your target audience's search habits and online behaviors so you can tailor your strategy accordingly.

3. Set Clear Goals and Objectives: Measure and Track Progress

With a solid understanding of your audience and market, set clear, SMART goals for your content marketing strategy. This ensures that you can track and measure progress. Consider questions like:

What are the next steps to achieve your goals?

How important are these goals to your brand’s success?

What metrics will you use to measure success?

What content aligns with these goals?

Answering these will help you stay on track and make informed decisions as you build your strategy.

4. Ideate Topics for All Stages of the Buying Journey

Now that you deeply understand your audience and goals, start brainstorming content topics that will engage them at different stages of the buying journey. Keyword research will help you identify relevant topics.

Consider conducting content audits to identify what content performs well and what formats resonate with your audience. You can also use platforms like Quora or Reddit to analyze search trends related to your niche.

5. Determine Formats and Create High-Quality Content

In addition to covering different topics, it’s essential to understand the right content formats for your business. To boost your content online, you can choose from visual content, blogging, videos, podcasts, and more. Once you’ve determined the formats you want to use, create high-quality content for each. Empower your content with solid research and high-performing keywords to make an impact.

6. Leverage the Right Content Distribution Channels

Creating stellar content is just one part of the game. Once you have high-quality content ready to go, finding the right platform to distribute it is equally important. Your choice of content distribution channel can determine how well your content performs and how many potential customers you engage. Ideally, you want to have various distribution channels to choose from.

7. Develop a Winning Strategy for Content Promotion

Once your content is strategically structured, created, and distributed, it’s time to promote it to your target audience. Start with organic promotion strategies, but if you have a particularly lucrative piece of content likely to gain traction, consider leveraging paid promotion strategies.

Use your social media channels and website for initial promotional efforts, and then consider influencer marketing and paid boosts to double down on your content promotion efforts.

B2B Content Marketing Metrics

How Content Marketing Helps SEO

How Content Marketing Drives Sales

Content Strategy for Inbound Marketing

End-to-End Content Marketing

How Do You Integrate SEO Into Your Content

Types of Content Marketing

B2B Content Marketing Types

How To Do Content Marketing Competitor Analysis

How To Measure Content Marketing Success

Content Marketing SEO Tips

Benefits of Content Marketing

SEO And Content Marketing Trends

Effective SEO And Content Marketing

B2B Content Marketing Best Practices

8 Extra Tips For B2B Tech Content Marketing

1. Curate the News: Stay Ahead and Be the Go-To Source

Technology is always changing. Keeping up with these changes is tough for everyone. This is where news curation comes in. Pick out the most relevant updates and share them in ways that are easy to understand, like newsletters or social media posts. By doing this, you position your brand as a reliable resource.

People will start turning to you for the important information they need. This adds value to their day and builds trust and loyalty. You become more than just a brand; you become a partner.

Thought leadership is all about showcasing your brand as an authority. Share insights and expert analyses on current events and trends. This is how you connect with decision-makers and help them make informed choices. But finding experts can be a challenge. Many brands overcome this by licensing high-quality content from reputable sources.

This way, you provide trusted material without the hassle of sourcing it yourself. It’s a win-win. Your audience gets valuable content, and you strengthen your brand’s position.

3. Use Visuals to Your Advantage: Make Complex Simple

Visual storytelling is a must in tech content marketing. Complex topics need simplification, and visuals are perfect for this. Since about 65% of people are visual learners, using videos and infographics is a no-brainer.

They break down complicated concepts and make them accessible. Explainer videos and animations work particularly well. They show what your product or service does in simple terms. Whether on your website or social media, these visuals ensure your message gets across clearly.

4. Create a Content Calendar and Document Your Strategy: Stay Organized and Aligned

Having a documented content strategy and editorial calendar is crucial. It aligns teams and keeps everything consistent. Define who you’re talking to, what you want to achieve, and how you will do it. Then, map out your content creation and publishing schedule. Use tools like Google Sheets or Airtable to stay organized. This ensures that every content serves a purpose and contributes to your broader goals.

5. Outsource Content Development: Get Help When You Need It

Creating enough high-quality content is tough, especially when you need to target different personas. Tech purchases often involve multiple roles, from users to procurement teams. Each stage of the journey needs different content.

Outsourcing can help. It alleviates resource strain and gives you access to industry experts who can create targeted content. This frees your team to focus on what they do best. Plus, many content marketers plan to increase their content creation budget, recognizing the value of outsourcing.

6. Focus on Retention: Keep Customers Coming Back

The customer journey doesn’t stop after a purchase. Retention-focused content keeps customers engaged and prevents them from leaving. Retaining a customer is more cost-effective than acquiring a new one. Many content marketers use blog posts and newsletters to drive customer loyalty. Marketing automation tools can enhance retention by delivering personalized experiences based on customer needs.

7. Use Storytelling: Build Emotional Connections

Storytelling creates emotional connections and makes your content memorable. Not many tech marketers use storytelling, so it’s an opportunity to stand out. Authentic stories humanize your brand and show its values. Use customer testimonials, case studies, and staff profiles to engage readers. These stories reinforce your brand’s value proposition.

8. Establish Authority: Become a Trusted Leader

Building authority in a crowded tech marketplace is a challenging feat. But it’s possible with clear messaging and high-quality content. Authority content marketing helps differentiate your brand and instills confidence in your audience.

By consistently providing informative materials, you establish your brand as a trusted leader. Use product brochures, thought leadership and licensed content to strengthen your credibility and resonate with your target audience.

Best Content Marketing Software

Best Content Marketing Campaigns

B2B SaaS Content Marketing Agency

Content Marketing vs. SEO

SEO and Content Marketing Platform

B2B SaaS Content Marketing

Content Marketing vs. Social Media Marketing

Content Strategy vs. Content Marketing

Digital Marketing vs. Content Marketing

B2B vs. B2C Content Marketing

Go From Notion to Blog With Ease Today with Feather

Feather transforms how companies publish blog content and newsletters. By working through Notion, Feather eliminates the need for coding or design expertise. This is a huge game-changer for teams eager to scale their B2B content marketing efforts without getting bogged down in technical details.

Feather also allows you to set up a subfolder blog, which means you can publish your content to a subfolder on your domain (domain.com/blog) instead of a subdomain (blog.domain.com). Why is this important? Because subfolder blogs are better for SEO.

Feather also enables you to manage all your CRM and website blog content through Notion, which gives you the HubSpot experience on a budget.

One of Feather’s most appealing features is that it lets you manage your blog and newsletter from one place. This saves time and reduces the risk of errors. You can also use custom CSS to change the design of your blog, which means you can create a unique look and feel that aligns with your brand. And because Feather is integrated with Notion, you can collaborate with your team during the publishing process.

Publish SEO-Friendly Blog Content with Ease

Feather also allows you to write blog content in Notion and automatically publish it to your Feather blog. This is a huge time-saver for busy teams that want to focus on creating quality content rather than getting bogged down in the technical details of publishing. And because Feather is SEO-friendly, you can rest assured that your content will be optimized for search engines.

Feather also lets you set up and send newsletters to your email subscribers directly from Notion. This is a great way to keep your audience engaged and informed about your latest content and updates. And because Feather is integrated with Notion, you can easily manage your newsletter content and collaborate with your team.