The nice people at Velocity has released The B2B Content Marketing Workbook. It is1 behind a registration wall which means we wouldn’t normally recommend it but you can just type junk in the fields if you are not comfortable with giving your personal details to a marketing agency2. If you are relatively new in the B2B world, say having joined a professional services or consulting organization, you may find this one useful.
The basic message is that content is king. In B2B you are selling your expertise. The author’s main expertise is with technology companies and the statement bears repeating in that context. You are not selling a product. You are selling expertise. You are the best at what you do, you have the best people in the industry working on the problem you are solving, and it is this expertise you are selling to your business customers. The product is just a handy way of packaging up some of your knowledge and experience, but by no means the only one.
Marketing in B2B therefore means content, content, and more content. The book covers various forms of content from the traditional white papers to video blogging with links to examples (from Velocity, naturally). Have a quick scan: there may be something useful for you.
