By Joshua Nite

For B2B business, the pandemic was a magnifying glass pointing out the cracks in systems. We discovered just how fast digital transformation can be when our livelihoods are on the line. We found that global supply chains aren’t as resilient as we thought. We found that remote work is far more viable an option than we’d been led to believe.

None of these realizations were brand new — we were just able to see them clearly for the first time. 

The same is true of B2B buyer behavior. When we talk about how the pandemic changed B2B sales and marketing, what we mean is that we can finally see what we have missed before.

As we rebuild what’s broken and seek to evolve to the next level, we have a chance to put the buyer at the center of our efforts. Here are some of the biggest challenges ahead, and how we can meet them.

Solving B2B Business Problems with Content Marketing

1 — Communicating Empathy

You don’t get through collective trauma like we’ve all experienced for the past two years without a few scars. People are still adjusting, processing, struggling, even grieving. At the same time, businesses have needs that your solution can meet, problems you can solve. But how can brands help without seeming insensitive?

Content marketing is our most powerful tool for communicating human-to-human, offering actual value. Now is not the time for bland corporate-speak, either — showcase your people in your content, along with others in your industry who have earned respect and trust. 

Be helpful and kind in your content. Be a caring companion to your audience. After all, marketers are the keepers of data — we know these people and what they’re struggling with. We’re in a unique position to create uplifting content.

[bctt tweet=”“Be a caring companion to your audience. After all, marketers are the keepers of data — we know these people and what they’re struggling with. We’re in a unique position to create uplifting content.” — Joshua Nite @NiteWrites” username=”toprank”]

2 — Leading with Purpose

Lately, businesses have come to the groundbreaking realization that people care deeply about social issues. This is a discovery on par with the earth-shattering epiphany that B2B buyers are human beings who need emotional appeal as well as facts. 

This epiphany has led to serious discussions about “purpose.” What does your brand stand for besides shareholder profit? What issues are top of mind and how is the brand helping address them? How can we let people know that we share their values?

Content is key for a brand that’s looking to lead with purpose. It’s the medium to tell the brand’s purpose story, of course. But we can go deeper: Content can be a way to amplify other voices and help tell their<span …read more

Source:: Top Rank Blog

Author: Aaron