At Tech to Market, we thrive on learning and innovation every single day. Recently, we had the privilege of attending workshops led by the legendary Robert Rose, and we were ecstatic about the insights we gained. 

Robert Rose, a prominent content marketing strategist and author of the book Content Marketing Strategy, has significantly shaped modern content marketing practices. His work emphasizes the importance of a strategic approach to content marketing, demonstrating how businesses can create, manage, and monetize their content effectively.

Inspired by Rose’s strategies and our own experiences, we’re excited to share these insights with you. So, let’s dive into the world of B2B content marketing and uncover how you can turn content into profit. 

Forget the old-school B2B marketing that drones on about products and services. Modern marketing is all about the customer. It’s about understanding and catering to your audience’s unique needs to build relationships that last. The value of modern B2B marketing lies in creating experiences that go beyond mere transactions. 

Here’s the secret sauce of modern B2B marketing, broken down into three key elements: 

1. Audience engagement: An engaged audience is more than just a group of buyers; they’re your brand advocates, your biggest fans. but they need more than just products – they crave connection. 
2. Trust: Trust is the cornerstone of any relationship. in today’s world, familiarity breeds trust. the more your audience knows you, the more they’ll trust you.
3. Insight: Data is gold. leverage it to understand your audience’s needs and to create more value for them. voluntarily shared data is your treasure map. 

Let’s explore each of these pillars in more detail. 

“No matter how big or small you are, you must develop more meaningful relationships with customers in order to differentiate.” 

In the B2B world, buying decisions are complex. Imagine a boardroom with 6-10 decision-makers, each armed with different information. It’s a trust minefield. Did you know that 71% of buyers start their journey with generic web searches, 68% prefer independent research, and a whopping 90% won’t take a cold call? This is where your B2B content shines. It’s your opportunity to stand out and guide your prospects through the decision-making maze. 

“What is trust? Confident relationship with the unknown.” – Rachel Botsman 

In an era where misinformation is rampant, trust is your competitive advantage. Consumers want to buy from brands that share their beliefs and values. Here’s the kicker: 63% of consumers buy based on shared values, 69% consider social impact a deal breaker when job hunting, and 68% want brands to emphasize common interests. 

AI is shaking up the digital content landscape, with over 100 AI-generated news sites already out there. It’s more crucial than ever to create genuine, trust-building content that cuts through the noise. Start by mapping your buyer’s uncertain experiences and bring clarity and trust to those moments. 

First-party data is your secret weapon. This is data your audience willingly shares with you because they trust you. Use this data to create a content plan that keeps the conversation going and the trust levels high. The goal? Turn followers into fans, and fans into brand ambassadors. 

 Next steps 

“It is the customer who determines what a business is. For it is the customer who, though willing to pay, converts economic resources into wealth, things into goods.” – Peter Drucker

Marketing in 2024 is all about redefining value. It’s not just about efficiency and ROI anymore. It’s about building deeper, more meaningful relationships. Here’s how: 

1. Efficiency: Streamline content production, cut costs, and reduce time to market. 
2. Competency: Use content to represent your brand and build deeper connections. 
3. Customer value: Use first-party data to understand and guide your audience better. 
4. Cash value: Develop self-sustaining relationships that expand your reach. 

Slow down to accelerate 

To make all this happen, you need to slow down, reflect, and then hit the accelerator. Here’s how: 

• Understand where you are: Perform an audience audit. Look at your current experiences and identify gaps.
• Develop your vision: Craft a point of view for your stories. Align them with your content strategy. 
• Evolve your strategy: Develop a comprehensive content marketing strategy that meets audience demands and drives value. 

At Tech to Market, we’re here to help you turn content into profit. Ready to see how we can transform your marketing strategy? Drop us an email at info@tech-to-market.com. 

Written by our dynamic colleague Tiziana Fazio, who is ready to take on her next interim assignment. Wondering if she’s the perfect match for your marketing project? Explore her profile and request her CV if she catches your interest!