For Driving Engagement, B2B Marketers Put a Premium on Content

Segmented, Personalized Content: A Leading Strategy in B2B Content Marketing

Since the days of company newsletters distributed by snail mail, business-to-business (B2B) marketers have leveraged content marketing as a tool for lead generation and fostering customer relationships. While digital platforms have made content marketing more accessible, executing it effectively remains a nuanced challenge.

A 2013 eMarketer report, “B2B Content Marketing: Best Practices for 2013,” defines content marketing as the creation and dissemination of material that, while not overtly promotional, holds intrinsic value or interest. For B2B marketing, this content is specifically crafted to help professionals perform their jobs better, blending utility with engagement.

According to an August 2012 survey by the Content Marketing Institute (CMI) and MarketingProfs, over 90% of B2B marketers in North America utilized content marketing strategies. Furthermore, this trend is accelerating. The study, sponsored by Brightcove, revealed a growing financial commitment: 54% of respondents planned to increase their content marketing budgets in 2012, rising to 60% in 2013. On average, B2B marketers allocated 33% of their budgets to content marketing in 2013, up from 26% in 2012.

Content marketing proves most effective when deployed across the customer lifecycle, from attracting initial attention to fostering long-term engagement. A survey by Curata, a content curation software provider, highlighted that engagement was the most commonly cited objective among U.S. B2B marketers.

Best Practices for B2B Content Marketing

1. Segmented and Personalized Content
   Successful B2B marketers tailor their content to specific audience segments, creating material that is not only relevant but also indispensable to their target audience. Personalization elevates the perceived value of the content and strengthens the customer’s connection to the brand.
2. Mobile Integration
   Mobile platforms offer unique opportunities to bridge offline and online marketing efforts. For example, mobile apps can guide prospects through trade shows or other industry events, enhancing their experience and engagement.
3. Continuous Engagement
   Maintaining a steady flow of valuable content is crucial for nurturing a vibrant customer community. Marketers must actively participate in these conversations to keep the relationship dynamic and meaningful.

Content marketing has become a cornerstone of B2B marketing strategies, emphasizing creating segmented, personalized content. Marketers can ensure their brands remain integral to their customers' professional success by focusing on engagement and leveraging digital and mobile platforms.