22 March 2023 |

146 – How To Think Differently About B2B Content, With Camille Trent

By Daniel Murray

When content marketing is constantly evolving, how can you deliver a B2B product that makes an impact?

Camille is the Director of Content and Community at PeerSignal, the free resource that aggregates data, examples, and research for GTM leaders.

Daniel and Camille get straight into talking about treating content as a product, pulling content ideas from your community, and the lessons Camille has learned that go beyond marketing.

Plus you’ll hear Camille’s hot take on why you need to leave your ego at the door when it comes to effective content marketing.

Follow Camille:

LinkedIn: www.linkedin.com/in/camillehansentrent/

Twitter: https://twitter.com/camilletrent

Follow Daniel on Twitter: twitter.com/Dmurr68

LinkedIn: linkedin.com/in/daniel-murray-marketing

Sign up to The Marketing Millennials newsletter: workweek.com/brand/the-marketing-millennials

Daniel is a Workweek friend, working to produce amazing podcasts. Find out more, visit: www.workweek.com


00:00 Intro

02:07 The Evolving Definition Of Content

07:40 Meeting Your Customer’s REAL Needs

10:59 How To Execute A Great Piece of Content

15:20 A Roadmap With Flexibility

20:15 Two New Ways To Measure Success

28:15 A Marketing Hill To Die On

31:14 Leaving Ego At The Door

31:49 Advice That’s Bigger Than Marketing

33:32 Everybody Is A Beginner At Something

How To Think About B2B Content Marketing

As a marketing professional, you understand the importance of content marketing in reaching your target audience and building brand awareness. However, when it comes to B2B content marketing, there are some unique considerations to keep in mind. In this blog post, we’ll explore some tips for effective B2B content marketing.

  1. Define your target audience

Before you start creating content, it’s important to understand who your target audience is. Who are the decision-makers in your target companies? What are their pain points, challenges, and goals? What kind of content do they consume, and where do they consume it? By answering these questions, you can create content that speaks directly to your audience and provides value.

  1. Focus on thought leadership

In B2B content marketing, thought leadership is key. By positioning your brand as an authority in your industry, you can build trust with your audience and differentiate yourself from your competitors. To establish thought leadership, create content that showcases your expertise, such as whitepapers, case studies, and blog posts that provide insights and analysis on industry trends.

  1. Leverage social media

Social media can be a powerful tool for B2B content marketing, especially for reaching decision-makers who may be active on LinkedIn. Share your content on social media platforms, engage with your audience, and participate in industry conversations to build your brand’s visibility and credibility.

  1. Use data to drive your strategy

Data can provide valuable insights into what kind of content resonates with your audience, which channels are most effective for reaching them, and what topics are trending in your industry. Use data analytics tools to track your content’s performance, and use these insights to refine your strategy over time.

  1. Invest in video

Video content is increasingly popular in B2B marketing, as it can be an effective way to communicate complex ideas and engage your audience. Consider creating explainer videos, webinars, and product demos to showcase your expertise and educate your audience.

  1. Prioritize quality over quantity

In B2B content marketing, quality is more important than quantity. Your audience is looking for content that is informative, insightful, and relevant to their needs, not content that is churned out for the sake of meeting a quota. Take the time to create high-quality content that provides real value to your audience.

  1. Measure your ROI

Finally, it’s important to measure the ROI of your content marketing efforts. Use metrics such as website traffic, engagement rates, and lead generation to track the impact of your content, and adjust your strategy accordingly. By measuring your ROI, you can ensure that your B2B content marketing efforts are delivering real value to your business.

In conclusion, B2B content marketing requires a strategic approach that is tailored to the unique needs and preferences of your target audience. By focusing on thought leadership, leveraging social media, using data to drive your strategy, investing in video, prioritizing quality over quantity, and measuring your ROI, you can create effective B2B content marketing campaigns that build brand awareness, establish thought leadership, and drive business growth.