B2B Content Marketing Requires Deep Customer Knowledge

Are you struggling to make any significant strides with your current content marketing strategy? Do you feel like it’s simply not hitting the nail on the head? It’s possibly because your strategy isn’t aligned with your B2B personas and customer profiles.

B2B content marketing encompasses creating and sharing blogs, videos, social media posts, and other online material that stimulates interest in your product or service. But what if your B2B content writing isn’t tailored to your target customers?

What if the videos aren’t garnering any appeal because you’re not fully aware of the kind of content your audience prefers watching?

Knowing your customers is imperative in the creation of a successful and effective content marketing campaign.

This article explores how having deep customer knowledge can subsequently help you curate a content marketing strategy that delivers results.

Why Is It Important to Know Your Customers?

Irrespective of the industry or business model, every organization wants higher customer acquisition and revenue generation. To achieve this, you must understand your customer’s business too.

In a B2C content marketing strategy, businesses can work with the information about their customers. But in a B2B model, businesses must also understand their customers’ customers.

Understanding your customers and their requirements (or the services they want to provide further to their customers) is important for the following reasons.

Align Your Content Marketing Strategy With Your Client’s Business

Suppose you’re not sure what your customer wants to use your product for. How will you create an effective value proposition for your product without this crucial information? In this case, your knowledge will be limited to only what you know about your product’s offering.

However, B2B products are often quite versatile and serve different customer personas differently.

Therefore, if you have sufficient customer knowledge, you can market your product in a way that tells the customers how your product or service will particularly benefit them rather than simply listing the features of your offering.

When you align your offering with your client’s needs, you become an integral part of what they further offer to their customers. It’s the perfect way to establish long-term business deals and ensure high customer retention.

Customize Your Marketing Campaigns

B2B marketing campaigns are typically conducted at mass levels. Recently, newer methods, such as account-based marketing, have changed the way B2B organizations market their products and services.

For instance, in account-based marketing, you concentrate your marketing resources on a set of target accounts. It includes the personalization of the campaign to engage each account so that the marketing message can be tailored to that particular account’s needs and attributes.

Rollworks reports that 87% of marketers found ABM to outperform other marketing activities. But the key to running a successful marketing campaign, whether ABM or any other, is knowing your customers.

If you have to personalize and tailor the message to specific B2B customer profiles, you must know their attributes and needs in-depth.

What Should You Know About Your Customers for Effective B2B Content Marketing?

If you have a clear indication of the B2B personas your marketing campaign is targeting, you’re more likely to see results. Besides your customers’ needs, you should also understand their behavior and the kind of messaging that will appeal to them.

Here are a few general questions you should be able to answer about your customers:

Together, the answers to these questions will help you find out the following about your customers.

Purchase Motivations

Customer purchase motivation is an internal state or reason that drives a customer to buy your product or service. If your product fulfills the customers’ conscious or unconscious needs, they may be motivated to make a repeat purchase.

Meanwhile, if your product fails to satisfy the customers’ initial motivation to buy your product, they may look for alternative products elsewhere.

If you understand your customers’ purchase motivations, you can create compelling content for them, whether it’s written or visual. For instance, your B2B content writing team can create blogs that explain how the customer’s motivation can be met by a service like yours.

Buying Factors

In a B2B space, three types of buying factors play a role in the customers’ purchase decision:

The economic factors correspond to the price of the product. Sure enough, your customer won’t buy a product if it doesn’t fall within their budget. Therefore, when conducting marketing research, you should determine the optimal price range for similar products and services.

Secondly, functional factors are associated with the customers’ needs. To what extent does your product solve their problem? Is your product a recurring or one-time solution? Is your service scalable? All these factors help a customer decide if they want to purchase your offering or not.

Finally, the four components of the marketing mix are:

Pain Points

Your customers’ pain points are the specific problems they face in the marketplace. The pain points for B2B customers can be categorized into four types:

When you curate a content marketing campaign, you must keep your customers’ pain points in mind. It allows you to create relatable content that speaks to the customers directly.