Originally at http://tracking.feedpress.it/link/9375/2352209

Posted by randfish

B2B companies face different challenges than B2C companies. From which stages you target in the funnel to how you measure your success to the team you end up selling to, content marketing can be a horse of a different color when you’re business-to-business. In this week’s Whiteboard Friday, Rand shares his tips for successful content marketing when you’re a B2B.

Content Marketing Tips for B2B Organizations Whiteboard

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Video Transcription

Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we’re going to chat about B2B marketing, specifically B2B content marketing, and some tips that I’ve got for you that are a little bit different from how we would do B2C or other kinds of content marketing.

I get it. A lot of the examples that you see in the content marketing world are B2C, or they’re at B2B companies that are more like Moz where we have a B2C-like community and a B2C-like audience. So I think that when it comes to B2B, because there are some tricky elements, I wanted to try and walk you through a few of those.

Let’s start with the funnel.

The B2B funnel is very similar to a B2C funnel. In fact, marketing funnels in general work like this. People become aware of a product. They have some consideration for whether it’s something they might actually want to buy. They do some form of comparison against other solutions. They decide to convert or not. Then there’s a retention element. Retention element is less true in a lot of B2C fields, especially eCommerce one-time purchases. It’s generally more true in the B2B world.

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