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B2B Jewelry Industry Content Marketing in 2024

Content marketing is an effective and cost-efficient approach to marketing that uses various types of media to capture a specific audience and convert them into customers. Social media posts are a form of content marketing, as are blogs published on your website, articles you write for other websites, case studies, webinars, and podcasts.

In 2024, as pay-per-click advertising becomes both more expensive and less effective and old-fashioned, low-value “keyword stuffing” websites no longer rank high in Google searches, it’s more important than ever to develop a content marketing strategy for your business.

Content marketing seems like a marketing channel for consumer-facing businesses, where customers are browsing social media and Googling terms that might lead them to a business’s blog. The ability of a video or a blog to forge an emotional connection with a brand  What many business to business organizations might not realize is that content marketing can be a powerful tool for reaching new B2B customers and maintaining relationships with old ones.

There are, however, a few key differences between B2B and B2C content marketing. This article will take a look at some of the ways to tailor your marketing content to a B2B audience.

The Customer Journey

To develop a content marketing plan for B2B, first consider the B2B customer journey. We’ve talked about customer journeys before in this blog, but the B2B customer journey differs in some ways from the B2C customer journey. While tasty morsels of short videos and images might capture consumers’ attention on social media and quickly translate into sales, B2B decision-makers need something more nutritious on their plate. In the jewelry industry, infographics about your sourcing, supply chain, lead times, sustainability efforts, and other notable data give potential customers digestible information they can use to fuel their decisions. Blogs allow you to detail your unique selling points and value propositions in a longer format. Case studies and webinars are useful further along the customer journey, after they’ve become familiar with you but before they’ve made their final decision.

Content marketing can also help you retain customers. Blogs, webinars, and ebooks are effective vehicles for highlighting new products and solving common problems pertaining to inventory and other issues suppliers can help retailers with.

Know Your Audience

In both B2B and B2C content marketing, it’s important to know your audience. What problems do jewelry retailers face when choosing a supplier? What are the vital questions they need answered? What makes them choose Business A over Business B? Your content should be focused on providing evidence-based answers to the typical buyer questions.

For one thing, focusing on your customers’ pain points and providing solutions improves your SEO because you’re writing about the topics your audience is searching for. It gets eyes on the page. At the same time, it keeps those eyes there because you’re providing information relevant to their search and bringing them closer to choosing you as their supplier. When you provide the right audience with the right content, you build authority in your field, and your website ranks higher in search results, creating more leads for your business.

Your content should project an authentic voice: whether you market through social media, a blog on your website, or video, your potential customers want to get to know you. While generative AI tools might help you brainstorm and organize ideas, the ideas should be your own and should be presented in a voice authentic to your brand. A supplier-retailer relationship is like any other: it is based on mutual trust. You begin to trust someone when you get to know who they are, how they think and act, and what their principles are.

A Team Effort

Creating B2C content might require closer collaboration between your technical subject matter experts and your marketing team than other types of marketing. Your subject matter experts know the ins and outs of the business, which can often be opaque to people outside of the B2B world. They can provide the real knowledge that retail decision-makers need to make their decisions. Your marketers or content writers have the ability to transform that knowledge into something readable, engaging, and persuasive. When your whole team is on the same page strategically, you can create content that increases discoverability, sales, and retention.