Does Unconscious Awareness Play a Part in B2B Blog Marketing?


The discovery of unconscious meanings attached to products and services allows advertisers to design appeals to tap those motivations, the authors of Persuasion in Advertising explain. In our last Say It For You blog post, we explored ways in which unconscious awareness plays a role in both the blog marketing of products as compared with using blogs to market professional services…
Is there a difference in the way blog marketing should best be sued to market B2B as compared to B2C marketing? Joshua Nite of TopRank makes a number of observations concerning business-to-business marketing, four of which are very much in keeping with practices we teach at Say It For You:

1.  It’s never been more important for brands to show purpose.
For blogs to be effective, they must serve as positioning statements. The “visit” has to conclude with readers understanding exactly what your particular philosophy or mission is. Effective blog posts must go from information-dispensing to offering the business owner’s (or the professional’s, or the organizational executive’s) unique perspective on issues related to the search topic.

2. On a chart ranking traits that B2B buyers value in salespeople, problem solving is near the top, while creativity is at the bottom of the list.
Business executives (or their staff members) are online searching for answers to their questions or solutions for dilemmas they’re facing.  Or, they might need a particular kind of service and aren’t sure who offers that.  Or maybe they need a product to fill a need they have.  Don’t think of it as business blogging; think of it as providing solutions to someone’s problem.

3.  Business customers see value in maintaining relationships with influencers.
In blog marketing, therefore, the content writer must “interview” the influencer, asking the right questions so as to elicit thoughtful, detailed responses, positioning the company owner or practitioner as a thought leader, someone who defines purpose in a marketplace craving direction.   In a face-to-face (or Skype) interview with a business owner or executive (or professional practitioner), I am able to capture their ideas and some of their words, then add “framing” with my own questions and introductions, to create a blog post more compelling and “real” than the typical narrative text.

4. With news about the COVID-19 pandemic dominating the internet, B2B marketers must be careful not to sound too opportunistic.
Even though today’s most searched-for topic may not be what is most often talked about tomorrow, I teach at Say It For You, you can benefit readers by tying your blog content to popular topics. While the focus of your business blog will be on the business owners and the services, advice, and products they offer, the content can reflect current happenings and concerns.

On the other hand, “content has to contribute value and fit organically within the cultural context of your target audience. Otherwise, you risk appearing opportunistic and losing their trust,” skyword.com cautions. COVID-19 is a perfect example of a topic that must be incorporated in blog marketing only to the extent it is relevant to the solutions the marketer is offering.
At Say It For You, where we create content to market to both businesses and to consumers, we know that in both cases, our main goal is to raise prospects’ awareness of solutions to the issues that drove their online search. Just as, in marketing to consumers, we are not aiming for an immediate sale, the same is true for B2B marketing. We blog content writers keep on telling our client’s story in its infinite variations over long periods of time, knowing that the readers (whether consumers or businesses) who end up as clients and customers have self-selected rather than having been “sold”.
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