In that sense, content marketing is not an isolated element and, therefore, must also be adapted for a strategy in a B2B company. More specifically, B2B companies in the travel industry need to build content to achieve strong relationships through generating mutual value.
But what can you expect if you are a B2B tourism company and you implement a Content Marketing strategy? We summarize the main objectives you will achieve:
Increase brand awareness.
Generate more and higher quality leads.
Increased customer acquisition.
Increasedengagement with your customers.
In short, you have to provide your customers with content that enhances their professional lives. But be careful, if your clients are other companies (B2B), not just any content will do. The content formats that work best and, therefore, are the most effective in B2B tourism companies are webinars and other in-person events, whitepapers, case studies and blog articles.
As you can read, the contents we have detailed are of a type of format that will help your clients at a professional level. But what do they have to explain or tell? You should focus on your clients learning new tools, gaining knowledge about the tourism industry or learning tips to help them improve their business. That is to say, now it is no longer enough to deploy only commercial tactics and actions. At this time, it is necessary to complement them with training tactics through content that helps to create and maintain relationships with your customers..
After a general review of some of the key points and because we want you to be at the latest, we explain the main trends in content marketing for B2B companies in the tourism sector:
Coherent content strategy. Creating valuable content for B2B audiences requires a great deal of dedication and investment, so a coherent strategy is vital to avoid wasting efforts.
Content and CRM go hand in hand. The technological evolution allows the integration of the content strategy in the CRM of your company. So don’t hesitate to create this symbiosis to take your marketing plan to the next level.
Optimization for mobiles and tablets. B2B customers of tourism companies are itinerant, almost nomadic, and increasingly use mobile devices in their business. Therefore, the content proposal you offer must be optimized for these channels.
Internationalization of contents. The B2B travel industry is inherently international. Today, it is not enough to translate content into several languages. It is also very necessary to adapt it to the local needs and realities of each area in order to increase engagement with customers.