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Comprehensive Guide to B2B Content Marketing for Startups

Founder of Orchid Agency
Mariya Finkelshteyn
June 23, 2021
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Challenging might be an understatement when it comes to content marketing for startups. Any business requires content marketing⁠—be it product name, positioning to website, email marketing, press releases, and sales collateral. In order to run a successful business-to-business (B2B) startup, you must have a strong and reliable B2B content marketing strategy. So, read on for a full and detailed guide about content marketing for B2B startups.

What is B2B Content Marketing?

B2B content marketing is the foundation of any marketing strategy. The art of using content to drive more sales and leads, develop brand affinity, build loyalty, and have happy customers requires B2B content marketing. In B2B content marketing involves a complicated and lengthy sales funnel that takes a long time for nurturing prospective customers.

The Difference Between B2B Content Marketing and B2C Content Marketing

The most striking difference between B2B and B2C (business-to-consumer) content marketing is their intended customers. B2B sells to businesses, while B2C offers products directly to end consumers. B2B involves the creation and promotion of engaging, useful, and high-quality content that drives more sales and leads. On the other hand, B2C is often about the entertaining, media-rich experience that is more effective for driving brand awareness.

Both content marketing strategies are of great help in making whatever type of business you might have successful. Each has unique benefits that can significantly expand your venture if used properly. The key is knowing which one of them would be the best fit for your business. 


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Source: PointVisible

 Why do you need B2B Content Marketing?

The purpose of B2B content marketing is to curate and share relevant content to the right person, at the right time so that your target audience will know more about your offers. You need it to establish your competitive edge in the space you’re in. This might be a tough task to perform, but is essential in keeping your startup relevant and up-to-date with current market trends.

How to Do B2B Content Marketing Right?

The power of doing the right B2B content marketing strategy is so strong that it can accelerate the growth and success of your startup. There are tons of variables to take into consideration, but here are the basics that you have to keep in mind:

  • Determine your target audience.

Without knowing your target audience, your content marketing will not be as effective.  You have to know as much as you can about them—audience segmentation is very crucial in determining your target market. One of the best ways to do this is through primary research, surveys or Google Analytics data. Through primary research you will be able to speak with similar audiences and look-a-likes to learn about their needs, pain points, and get a pulse if your product could help. Through tools like Google Analytics you can learn about who is visiting your website and see basic demographic information, too.  These data will play a key role as you expand to other relevant subject areas. This also enables you to create a personalized message that will resonate with your audiences better.

  • Develop new content ideas regularly.

One of the greatest struggles of b2b content marketers is thinking of new content ideas regularly. Coming up with fresh topics to write about is quite challenging and at some point you will experience a drought of ideas, which is totally normal. However, you can overcome this by determining what people talk about and share on social media. 

On social media platforms for example, hashtags are a surefire way of instantly finding what’s mostly on people’s feeds at the moment. 

  • Promote your content.

Content marketing won’t be effective without a thorough promotion and  distribution. There are a lot of channels through which you can promote your content cost-effectively online, so make it a point to know where you spend your money wisely. Also, advertising your content through social media and email campaigns are one of the most effective ways to generate leads and reach a larger audience.

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How do you define success in content marketing for startups?

To achieve success in content marketing, you must first define what it means for your business. You have to ensure that your content strategy objectives include building brand equity, growing social media engagement, greater open and response rates from email marketing, improving Google ranking organically, increasing profits and conversions, and driving more website traffic. When you have these objectives, you can already plan your way to success.

Having a solid strategy is also the key to B2B content marketing success. The following key elements should be incorporated into your b2b content marketing:

● Strategic Plan

● Brand Positioning

● Owned Media Value Proposition

● Business Case


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Source: Semrush


Set Out Key Performance Indicators (KPIs)

KPIs are another key part that makes content marketing successful. These are a type of performance measurement that evaluates the success of your campaign, strategy, etc. These help you determine your baseline for each channel that you use, so it’s imperative that they match your business goals. 

For example, if you want to boost your customer engagement, then the KPIs should be social media metrics, on-page time, backlinks, and email marketing open, click through rates, etc. And if you want to grow your leads, your conversion rate and referral pages should be your indicators. Lastly, if you want to raise your brand credibility, then learn more about your website traffic and social media content and insights.


Content Marketing For Growing Your Startup

Content marketing takes a lot of time, effort, and patience. Having the right tools, using the right channels, and a well-versed marketing team are what would help you execute a content marketing strategy that will drive results and revenue in no time.

Do you have content marketing ideas for your startup but you’re not sure where to begin? Talk to us today and we’ll help you turn those ideas into reality!