How to do B2B content marketing? Please target the target audience and directly appeal to the interests
[
](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiNn2agMrP4a-rCQuhJQMDH62Prbm1SIVVah2FOFoYSy-uNPA65JXzal4NW6P5Yk5_b0dcicpZHMtF A-viiLCsxvkS3jSyqlVYuDFidtT5msq9O1NGDIssBmclrc9vudH0x-qqhffmxHLIq/s160 0/B2B%25E5%2585%25A7%25E5%25AE%25B9%25E8%25A1%258C%25E9%258A%25B7.jpg)
Today, a friend contacted me and expressed interest in joining the “Vista Writing Companion Program”. After confirming her needs and learning motivation, I realized that due to the adjustment of work tasks, she hoped to learn relevant knowledge about B2B content marketing from me.
In the past, we often saw wonderful cases about content marketing, most of which came from the B2C category. This inevitably leads people to misunderstand that content marketing is only suitable for B2C companies, but this is not the case. Content marketing has also achieved remarkable results for B2B companies (https://insight.kellogg.northwestern.edu/article/b2b-content-marketing-to-generate-sales-leads).
This friend told me that due to the adjustment of work tasks, the fan page that was originally operated for the company will be transformed from a B2C direction to a specialization in B2B (https://www.contenthacker.today/search?q=b2b). After reading the company’s fan page, I also think this is a feasible strategy.
On the “Content Hacker” website, we also have some reports related to B2B content marketing. Friends who are interested can refer to “[Discover rare beauty - freighters can also be used for content marketing] (https://www.contenthacker.today/2017/10/maerskline-contentmarketing.html)”, “[Who said making videos is about selling products? B2B companies use videos to create a brand name] (https://www.con tenthacker.today/2018/02/b2b-video-brand-building.html)”, “From 3C to finance, how do Taiwanese enterprises use self-media to deepen content marketing?” and “How should the B2B industry do content marketing? Analysis of GE Power’s three marketing secrets” and other articles.
In fact, there is not much difference between B2B content marketing and B2C content marketing in nature. They both need to make good use of the power of content. It’s just that the B2C industry can use a lot of cool and interesting messages to stimulate the consumer public, or tell brand stories and feelings, and then convey warm content to the consumer public.
The B2B industry, on the other hand, must get straight to the point, put the needs of the target audience first, create content based on these needs, and then build a trusting relationship with each other.
In other words, if I were to provide advice to the B2B industry, I think that when engaging in content marketing, it might as well be like playing baseball. Please have the courage to use straight pitches - not only use high-quality content to impress the target audience and directly appeal to the interests and benefits, but also assist the other party in persuading decision-makers to adopt our products and services.
Of course, the benefits mentioned here are not necessarily limited to the benefits brought by the product itself, but may also be the universal value hidden behind it. Founded in 1904 Maersk Line company as an example. The specific way they invest in content marketing is to take a series of wonderful photos so that everyone can see everything from Freighter Bridge to [Crane](https://twitter.co m/Maersk/status/899905513814728704) and [Dock](https://www.facebook.com/MaerskLine/photos /a.261927850529275.69669.215480991840628/1484032364985478/?type=3&theater). In addition, we can also see the changes in the ocean climate on the cargo ship channel from the carefully shot time-lapse video.
Just when you think that Maersk Line is just “showing cuteness” through the beautiful scenery, you don’t know that the company has already silently put the bitterness and characteristics of the freight industry into it, making people understand that Maersk Line employees braved the harsh weather with strong winds and waves, and still delivered the goods to their destinations on time. The scenery seen from the bridge and crane, no matter sunrise or sunset, just confirms Maersk Line’s entrepreneurial spirit of never stopping and earnestly and desperately serving cargo owners.
From the example of Maersk Line, it is not difficult to understand that B2B content marketing is indeed effective. As long as you can master a few basic principles, you will have the opportunity to hit a winning home run! Of course, don’t think that content marketing is only applicable to the B2C industry. Let’s break the limitations of stereotypes!
★ Welcome to like the “Vista Writing Companion Program” fan page!
★ Do you want your copywriting to be liked by more people? Come and watch “[Slow Reading and Understanding in Seconds] (https://www.books.com.tw/exep/assp.php/vista/products/0010973827?utm_source=vista&utm_medium=ap-books&utm_content=recommend&utm_campaign=ap-202605)”.
★ To improve your content power, please don’t miss the online course “[Content Power: The Super Power of Building Brands] (https://hahow.in/cr/content-power)”
★ Photo Credit: Samuel Zeller
Further reading
📖 深入探索相關主題
