Work with Brand Advocates on Your B2B Content Marketing

Content marketing frequently becomes problematic for those who run B2B businesses because they fear that they can't create interesting content consistently, or they simply don't have enough time to create valuable content. If there's anything that ruins business for those in the B2B industry, it's thinking that their products are too dull for any creative content and not having the time to do it.

The world of B2B is becoming increasingly more competitive. Perhaps you're in the dilemma of not having enough ideas and time. You need to start thinking more creatively about content marketing.

Loyal buyers can potentially become your brand advocates and even help you in the content marketing arena. With brand advocates common in the B2C industry, they are also becoming increasingly common in the B2B industry. Proof of this comes in recent statistics showing that 83% of satisfied B2B buyers are willing to become brand advocates.

However, brand advocates don't always necessarily need to be customers. One strategy is to hire industry experts to work directly for you. The benefit to this strategy is that you have a particularly valuable advocate and resource who can create content that's rich and reliable.

CHOOSE YOUR BRAND ADVOCATES CAREFULLY

A person who understands the intricacies of your industry and knows how to convey it well in social media postings, blogs or videos is your best pick. Most B2B buyers want valuable information that they can't find anywhere else. They want to know everything about your products and why they're worth buying.

It's worth it to look at your B2B buyers as brand advocates in this case, since they can attest to your superior products and service. They also often have a diffuse presence on social media, where they'll reach diverse demographics.

WHAT KIND OF CONTENT SHOULD ADVOCATES CREATE?

The process of telling stories is a common method for capturing more viewers. You need stories that connect with prospective B2B buyers on a personal level about how effective your products are at solving problems. Others who've bought from you understand this on a deep level, so they'll know how to convey their own stories. Don't hesitate to let your advocates take credit for writing a guest blog on your site so those reading see proof of how successful you are with other buyers.

Videos as testimonials should also be considered, since videos put a face to the testimony. Whether it's industry experts working for you, or past and current B2B buyers, seeing the customers as real human beings brings a compelling human angle, which is frequently missing from B2B marketing.

Make sure that your advocates get feedback about their content. This way, both of you can adjust your marketing strategy, so that it hits just the perfect and unique note that B2B buyers want to hear in today's marketplace.