How to Attract New Customers to Your B2B with Content Marketing

by Isaac Oswalt on November 18, 2015


Content marketing is one of the best ways you can attract new customers to your business. Today’s savvy consumers and B2B customers trust advertising less than ever, and that trust is continuing to decline. If you want to grab their attention, you need to start providing them value before making a pitch.

Here’s what you need to know about it and how to tailor it for inbound B2B marketing:

 The Basics of Content Marketing

Content marketing is simply a strategy to create content that attracts or retains your targeted audience. The key to this is making your content valuable. Take the time to analyze your target audience, figuring out what problems and questions they have. Your content should then aim to assist them to solve these issues.

Content marketing is versatile, and there are plenty of options. Start by focusing on one or two channels that make the most sense for your audience. Here’s an example of some popular forms of content marketing:

  • Blog posts. Blogs are a great way to generate traffic and boost your SEO. They’re a great way to open a discussion with your audience.

  • Videos. Videos can also boost SEO (with descriptions) and are an exciting, engaging way to serve your audience.

  • Infographics. Infographics are highly shareable and are a great way to dump important information to your targets.

 Tailoring Content to Attract Customers

The key to attracting new customers is making your content available. You need to focus on distribution just as much as the content itself. Take the time to share your content across multiple social media platforms. Ask your audience to comment and share. Send it to your email list and promote it on your website and marketing materials. The more you’re able to promote your content, the more organic traffic it receives.

You also want to take the time to focus on search engine optimization when you create content. Focus on important keywords relevant to the problem you’re solving. Even if you’re creating a video you can use keywords in the description to make it easier to find. If something is in the news that’s everyone’s searching for, take advantage and create content revolving around it. You can repurpose it later into something with a longer shelf life.

If you want more information on attracting new customers, or want to learn everything you can about the modern sales process, make sure to download our guide by clicking down below. It’s a free and comprehensive look on generating sales and taking your business to the next level!


 Mitten Marketing Guide

Isaac Oswalt

Owner of 21 Handshake, a strategic marketing company, driven to grow relationship-driven businesses. Futurist in nature, Isaac displays a deep desire to preserve the human element in today's business. Trust being the ultimate currency, his clients appreciate that "new and stronger handshakes" is a success metric in their businesses.

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