B2B Content Marketing: The Best Practices in 2022

“When the Client Asks” Series

Client

Hi, Eastant! We are facing some challenges to get new clients through our traditional marketing activities.

你好，亦适达！我们在通过传统营销活动获得新客户的过程中面临一些挑战。

Hi, Client! I'm sorry to hear that. How can we help you?

客户，您好！很抱歉听到这个消息。我们怎样能帮助您呢？

Eastant

Client

Before the pandemic, industry fairs and expos were important promotional activities for us, but now they are held less frequently and often postponed or even canceled due to sudden surges in COVID-19 infections. How can we reach out to more new clients?

在新冠疫情大流行之前，行业博览会对我们来说是重要的宣传和营销活动，但现在它们的举办频率降低了，而且经常因为突然爆发的疫情而推迟甚至取消。因此，我们怎样才能接触到更多的新客户？

The epidemic has surely caused many disruptions for businesses, but do not despair! Although offline events, business travel and face-to-face sales are heavily impacted by pandemic control measures, digital channels are increasingly on the rise and can leverage a powerful solution to respond to these recent changes: content marketing.

新冠疫情的大流行肯定对企业造成了许多干扰，但不要绝望！尽管线下活动、商务旅行和面对面的销售受到疫情防控措施的严重影响，但数字化渠道正日益兴起，可以利用强有力的解决方案来应对这些近期的变化：这就是内容营销。

Eastant

  //  

According to the survey “B2B Content Marketing: Insights for 2022” conducted by the Content Marketing Institute, 74% of B2B content marketers have said the value of their content is the top factor for the success of their marketing strategy.

根据内容营销协会进行的“B2B 内容营销：2022 年洞察”调查，74% 的 B2B 内容营销人员表示，内容的价值是其营销策略成功的首要因素。

Client

Great news! But how to create valuable content for our target audience?

好消息啊！但如何针对于我们的受众创造出有价值的内容呢？

Let me share with you the Top 3 Best Practices for B2B Marketing Content in 2022.

让我来跟你分享最新的2022年B2B内容营销中三则最佳实践。

Eastant

#1

Be Humanly Digital

人性化数字营销

Although social media platforms are digital channels, the audience that you want to reach is still made up of human beings. 

尽管社交媒体是数字化的渠道，但您想要接触的受众仍然是与人性相关的。

Do not use social media exclusively to sell to your clients, people are already constantly bombarded by all sorts of information and advertisements on social media.

不要特意使用社交媒体向您的客户推销产品，因为人们经常被社交媒体上的各种信息和广告轰炸。

Instead, understand what your audience needs, what is the content they search and like the most. Then, guide them through a journey that gets them to know your organization better in a more authentic way, to educate them and to build trust. Selling will ultimately be the last step.

相反，了解您的受众的需求是什么，他们搜索的和最喜欢的内容是什么。然后，引导他们完成一段旅程，让他们以真实的方式更好地了解您的组织，以此起到教育意义并引导他们信任您。最终，销售才是最后一步。

#2

Get Creative & Try New Things 

充满创造力&尝试新的营销方式

Content-wise do not overwhelm your clients with detailed product features promotion, but rather shift the focus towards sharing more industry insights that can assert your business as always being up to date in your sector.

有价值的内容不会通过详细的产品功能营销使客户有压迫感，而是应将重点转移到分享更多行业见解上，这些见解可以使您的业务始终保持在您所在行业的最新动态。

Also, as us humans are highly visual beings, images, videos and multimedia must be prevalent in your content marketing strategy. 

此外，由于人类是高度视觉化的生物，因此您的内容营销策略中不能缺少图像、视频和多媒体。

Infographics showing industry data or the fundings of a research conducted with the aim of solving clients’ problems will surely arouse user interest and generate high click-through rate.

显示行业数据的信息图表或者旨在解决客户问题的研究资金肯定会引起用户的兴趣并产生高点击率。

Also, online events/webinars/online courses are all proven successful channels to help you gain a foothold as an industry leader in the market, as well as to generate new leads.

此外，线上活动/网络研讨会/在线课程都是经过验证的成功渠道，可帮助您在市场上站稳脚跟，并产生新的潜在客户。

#3

Transform Your Invisible Audience Into Real Leads 

将您的隐形受众转变为真正的潜在客户

When companies publish content on their social media, they often neglect to add a call to action, thus zeroing any possibility to convert users into leads. 

当公司在其社交媒体上发布内容时，他们经常忽会忽略行动号召的重要性，从而将网络用户转化为潜在客户的可能性为零。

An efficacious call to action may redirect users to the official website, other social media accounts, get in contact with you or download free materials. It might be just one word or a well-designed animated button, but the impact on your business will be noticeable.

一个有效的行动呼吁可能会将用户重定向到官方网站、其他社交媒体账户、直接与您联系或下载免费的材料。这可能只是一个词或一个精心设计的动画按钮，但它对你业务的影响将是显而易见的。

Client

That’s all? It looks very simple and easy!

就是这些吗？看起来非常简单、容易入手！

Well… not really, these are just a few tips. Why don’t we schedule a meeting for next week? Our team can further explain how we can assist you with your digital marketing strategy in China.

嗯…也不全都是，只是几个简单的步骤。我们为什么不预约一个下周的会议呢？我们团队能进一步给您阐释我们如何帮助您制定在中国的数字营销策略。

Eastant

Client

I am definitely interested in knowing more. Let’s meet next week!

我对了解详情十分感兴趣。我们下周见！

E

N

D

Would you also like to know more about how to adjust your B2B content marketing strategy in China? Book a call with us at [e-mail]! 

想要了解更多关于如何调整您在中国的B2B内容营销策略吗？联系我们：[e-mail]！

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