Saas Marketer - Content Is King, Even in B2B

B2B Marketing Content is King

🤔 Are You Putting Enough Effort Into Your Content?

We’ve spoken about it here before, that B2B needs to start putting more effort into TikTok and influencer marketing, but what about content? How are B2B brands putting effort into their actual content? Are they actually trying, or are they simply just ticking boxes?

Thing is, whether you’re on LinkedIn, Instagram, TikTok, X, or whatever else, it’s not enough anymore to just make content purely for the purposes of selling something. You need to provide something of value to your audience; give them something to root for, make them want to consume your content. 

So, where do we begin?

👀 Play to Your Niche

As a business or brand, you should be thriving in your niche. Not only that, you should feel super confident within it. After all, you have chosen it because you’re good at it and, ideally, you should be an expert within it. When you’re at such an adroit level in a certain industry, you’ll no doubt have a sense of humour about it, or you’ll pick up on little idiosyncrasies that you haven’t seen anywhere else.

So play to those unique attributes in your content, for god’s sake! People within the niche will appreciate and relate to it so much. You could make TikTok sketches; Twitter (X) memes; Instagram videos – the world is your oyster. Even on LinkedIn, people are yearning for some weirdness, to break out of the mould of the bland, toxic positivity of so many people on there.

We covered the rise in weird B2B ads in one of our first articles, actually. And still they continue to get weirder. Rob Mayhew, Creative Director at Gravity Road, is constantly posting funny TikTok sketches about working in offices and in marketing departments, and they’re genuinely very, very good.

Hell, your content doesn’t even have to be weird, it just needs to be consistent and brand aware. Look at Pitch Consultants, a recruiting agency specialising in marketing, PR, and Creative; they’re always posting genuine videos from people in the office either giving advice on what to do with your CV or in an interview, what their office is like, or just a silly Q&A from people working there.

📱 Just Be Consistent

We’re not saying you have to always be posting content in order for your B2B business to succeed, we’re just saying you need to be consistent with it. You need to have a schedule and a brand that people will learn to recognise, and get used to, and even feel comfortable seeing.

B2B is a weird, bland, but exciting world (I know, a bit oxymoronic, but it is what it is), and it’s up to marketers like us to make it fun. We are legitimate marketers, and we have a right to our place in the marketing world.

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