B2B Content Marketing continues to change as business marketing gets more complex. Everyone has heard of the classic search engine optimization where businesses fight for rankings for a few specific keywords. But this system doesn’t work in all industries.
In some industries, the product is so new that people are not aware of its existence. Most of the time, they are not even aware of the problem that this product or service can solve. This means that customers don’t know the keywords exist.
In certain industries, customers rarely rely on social media or e-commerce. Buying often happens on an offline network. And categories for these products may not exist on big-box e-tail sites like Amazon.
So, with all these difficulties, is it possible to make content marketing effective for these types of situations? The answer is yes, but content marketing campaigns need to be flipped on their head. Continue reading “B2B Content Marketing: What Works in 2019”