B2B content marketing for health, tech, & SaaS

The B2B model requires juggling a lot of moving pieces across every part of the business – and marketing is no exception. You constantly need to plan, reevaluate, and adjust your tactics, campaigns, and audience strategy. But how can you do that while also keeping track of shifting buying groups, new influencers, and industry trends? The answer is B2B content marketing.

What is B2B content marketing?

For all the digital channels and analytics tools at your disposal, keeping your audience’s attention has never been harder. B2B content marketing  Whether B2B buyers are using search engines, social media, or industry publications, inbound marketing has become the most effective tool in B2B marketers’ toolbox.

Your digital content – and the strategy behind it all – will make or break your inbound marketing strategy and the value it brings to your business.

Buyers don’t want to be sold to or promoted to death  – they want to be informed. When you devise and properly execute a content strategy that focuses on their motivations, challenges, and interests, your B2B content marketing initiatives will be well worth the effort.

Delivering value to your B2B content marketing audience

According to Gartner, buying group members spend 27% of their time researching solutions online. When your customers research your area of expertise – will they find you and your brand waiting for them with the answers they need?

B2B content marketing strategies are all about anticipating needs. When B2B marketers devise their strategy and determine the types of content they’ll create, they have to put themselves in the shoes of each member of their target buying group. What problems do they face day to day? What questions will they try to answer (and enter into search engines)? Where will they look for answers?

Then, the rest of it is just showing up and following through.

Ok, it’s a little more complicated than that. But when you have a solid foundation for your B2B content marketing plans – one that’s built on a well-thought-out brand strategy – you’ll be prepared to standardize, scale, and fine tune your marketing tactics and campaigns.

How B2B content marketing strategies benefit your business long-term

Developing a content strategy that you can build on reaps rewards for years to come. Let’s take a look at the three of the main benefits of investing in B2B content marketing.

Benefit #1: Grow brand awareness

Before your customers can work with you, they need to know that you exist at all. It may seem like a fairly obvious point, but brand awareness – and the brand equity it generates – is an asset with real-world value.

After all, familiarity is a prerequisite to trust. And brands that have their potential customers’ trust are more likely to turn them into new customers, loyal customers, and even brand advocates.

Addressing brand awareness is foundational to successful B2B content marketing strategies. Working toward and growing that awareness will underpin the success of every piece of content created for the later stages of the buyer’s journey.

Benefit #2: Establish thought leadership that turns 

Once you have the attention of your ideal customers, you need to make sure you have actual value to add to their lives and everyday concerns. Creating thought leadership content gives your business the opportunity to highlight your expertise, especially in technical and industry-specific areas that differentiate your business from others.

Identifying what topics your customers will care about can take time, and you may need to experiment with different media formats, marketing channels, and topics. But over time, the time and energy you’ve put into understanding your audience and their concerns will pay off.

Defining your brand voice and personality can help further the success of your content marketing efforts even more, separating your brand and all it has to offer from the competition in your audience’s minds.

Benefit #3: Better qualified leads for conversion

There’s no question that building relationships with prospective and existing customers is essential. While outbound sales used to cover a lot of that ground, the reality is that most B2B buyers don’t engage with sales and customer success teams until much later in their buying process.

Gartner research has found that sales reps only occupy 5% of buyers’ time during their journey through the sales cycle. But that doesn’t mean that those buyers don’t already have strong opinions and perceptions of the brands they consider as potential vendors.

Long before they make first contact with a real, live person at a company selling a service, product, or solution they’re interested in, these buyers are engaging with the brand on social media, on their website, at events, and more.

Each of those interactions is an opportunity to build relationships with your potential customers before they even have a conversation with someone at your company. The content ideas you choose to develop and how relevant it is to their daily challenges will shape their impression of your expertise and value. That’s why it’s essential to develop and execute a consistent brand voice and messaging strategy.

By developing well-researched positioning, messaging, and style guidelines, your B2B content contributors and marketing teams can imbue the vision and strategy into everything your company says and does – no matter when or where your audience encounters your brand. 

My B2B content marketing skills at work 

As a content strategist, writer, and researcher, I apply B2B content marketing best practices every day while creating messaging, content, and copy for B2B health, tech, and SaaS companies. Keep reading to find out more about my approach, experience, and skills in content writing, copywriting, inbound marketing & content strategy, and audience & market research.

My B2B content marketing skills

B2B content writing and copywriting

I help B2B health, tech, and SaaS brands illuminate the best of who they are and what they have to offer. Working with technical SMEs, digital and product marketing teams, and content marketing managers, I help brands create authentic content that speaks their target audience’s language.

My past projects include a variety of content formats, including ebooks, white papers, web and landing pages, blog posts, articles, case studies, and more. I’ve written thought leadership and SEO content for companies in cloud and edge computing, Internet of Things (IoT), medical device, digital health, and  manufacturing sectors, among others.

Learn more about my content writing and copywriting approach.

Content strategy for B2B brands in health & tech

To develop effective content and copy, you always need to start with a strong content strategy. For companies that need support in this area, I’ve helped them take insights from their internal subject matter experts (SMEs) to develop assets that tell the story of their brand or thought leadership insights that their target audience will value.

I’ve also worked with technical consulting and managed service companies to develop website structure and B2B content marketing strategies that improve the search engine optimization (SEO) of key services, industry, and solutions pages.

Learn more about my approach to B2B content strategy.

Audience and market research

No content strategy of B2B content marketing campaign will be successful long-term without a thorough understanding of your audience. I help health, tech, and SaaS companies research and understand their target customers so they can develop reusable, iterative assets that explain their brand and product positioning, messaging, and buyer personas.

Learn more about how I approach audience and market research.