How to Execute Your Client’s Brilliant Content Marketer Campaigns

BY Rachel Cagle
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Both B2B and B2C companies need your help with content marketing. The majority of both types of businesses are publishing content marketer content several times a week, if not daily. But it’s not enough. 67.5% of B2B and B2C companies want to publish content more frequently. However, they don’t have the time, expertise or technical resources, according to research from Statista. That’s where you come in.

How to Execute Your Client’s Brilliant Content Marketer Campaigns

B2B Content Marketing

What to Create for Them

As a content marketer, you know your client’s content needs to align with their primary objectives. For B2B companies, those are:

  • Generate demand/​leads: 81% of B2B companies say that this is their most important objective
  • Enhance brand recognition/​awareness: 79%
  • Build up trust and credibility: 76%
  • Inform/​educate target groups: 70%
  • Acquire prospective customers/​email subscribers: 65%

All of those goals require discovery content. This is the kind of content consumers look for when making general searches about achieving their goals or fulfilling a need, but they need information on where to start.

Easy to read and understand content like infographics, blogs and videos answering their commonly-​asked questions with calls to action to learn more from your client’s brand are the best methods to getting them to take action with your client.

How to Make Better Content

When it comes to making their content more successful, B2B companies have a few ideas, says Statista. They need:

  • Better ideas and themes: 42%
  • Better execution: 41%
  • Marketing tech (tools and software): 39%

Your expertise can help. Set up a meeting to discuss discovery-​level assets, when and where to post them and how your agency’s marketing tech can assist. Here are some ideas that can help.

Which Channels to Use

B2B companies are already using a variety of channels to get their content out there:

  • Their website: 93%
  • Social media: 85%
    • LinkedIn: 93%
    • Facebook: 64%
    • YouTube: 61%
    • Twitter: 56%
    • Instagram: 54%
  • Newsletters: 65%
  • Digital/​Hybrid events: 59%
  • Blogs: 58%

Those are all solid choices, but are they really what their company should be utilizing? Their content marketer needs to stay up to date on where their target customers spend their time consuming content.

AudienceSCAN on AdMall by SalesFuel can help you with that. Simply look up their target audience to find out what types of ads have caused the highest percentage of that audience to take action within the past year, which social platforms they’re active on, what types of products/​services they’re interested in and more.

B2C Content Marketing

What to Create for Them

B2C companies have slightly different priorities than their B2B counterparts. Their content marketers should produce assets that will help the company:

  • Enhance brand recognition/​awareness: 70%
  • Build up trust and credibility: 67%
  • Inform/​educate target groups: 66%
  • Generate demand/​leads: 57%
  • Boost brand loyalty and customer retention: 56%

Like B2B companies, B2C companies also need more discovery-​level content to achieve their top four goals.

Their fifth goal is different. That content needs to focus on existing customers who are already familiar with your client’s brand and offerings. Instead of focusing on common pain points and educating newbies, you need to create content that upsells or introduces new products/​services they may not have heard of before.

How to Make Better Content

Just like their B2B counterparts, B2C companies want their content marketer to help them with:

  • More effective planning: 49%
  • Better ideas and themes: 47%
  • Use of marketing tech (tools and software): 47%

So, set up a meeting to talk about planning a new content marketing strategy. Bring up both discovery-​level assets and content that will resonate with existing customers and how your marketing tech can help. Here are some ideas that can help.

What Channels to Use

B2C companies are currently prioritizing different channels than their B2B counterparts:

  • Social media: 96%
    • Instagram: 85%
    • Facebook: 85%
    • LinkedIn: 68%
    • YouTube: 68%
    • TikTok: 42%
  • Their website: 85%
  • Newsletters: 58%
  • Digital/​hybrid events: 42%
  • Separate content pages: 34%

Social media rules the roost among B2C’s content marketers, but should it? And are they utilizing the right platforms for their target audience?

Find out the answers on AudienceSCAN on AdMall by SalesFuel: The content marketer’s cheat sheet for what types of ads have caused the highest percentage of that audience to take action within the past year, which social platforms they’re active on, what types of products/​services they’re interested in and more.

Photo by krakenimages

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