Guest post by Sarah Saker.

When implementing a content marketing strategy for your brand, a primary objective is engage prospective customers. However, with B2B content marketing, rather than creating content that will be consumer-facing, your business is creating content for other businesses and the professionals who run them. You must use your B2B content marketing to build up your brand as a leader and as an expert resource in its field.

With B2C content meant to reach consumers, a business has the flexibility to entertain and to grab the consumer’s attention with emotional appeals. However, the content for B2B marketing must do more than just create brand identity and show brand personality. It has to get real, measurable results.

B2B content marketing’s primary purpose is to generate sales leads and conversions from other businesses for your business. To make your brand’s B2B content marketing successfully accomplish this, make sure to avoid the following mistakes. [Read more…]