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Before moving on to life hacks for creating useful and product-selling materials, let’s define how content marketing differs from a content plan and what are the features of content for B2B. Content marketing is one of the leading areas of Internet marketing, a tool whose essence is to disseminate information about a brand and to create and maintain its reputation online using content (text, graphic, audio, video). Content strategy is a document that describes the goals of content promotion, a step-by-step plan for achieving them, expected results and methods for assessing them, and also containing detailed information about what content for which target audience the company creates, why, how and where it is distributed and promotes.
A content plan is part of a content strategy and a tool for its Email List implementation, most often a table that indicates what content is posted on what platforms, on what dates and in what form. Content strategy for complex B2B products: how to create to sell All three elements are parts of a single whole, and you cannot simply take and prepare, for example, a content plan, without understanding the expectations and needs of your target audience (TA). By the way, a target audience that is more rational and takes a long time to make a purchasing decision is one of the factors that has the most significant impact on the promotion of B2B companies. Three main differences between content marketing in B2B and B2C areas Content marketing used in B2B is expectedly different from the same tool used in B2C areas. 
In particular, in B2B: with the help of content, the expertise of the company and its specialists is conveyed, respectively, when preparing it, the emphasis is on the benefits provided, and not on the emotional component and vivid visuals; the buying cycle is always longer, and it takes longer to “warm up” a potential client , to work out his possible objections in a different way and to refute his fears; the target audience is narrower , which affects both the types of content used and the methods of its distribution These differences, your business goals, features of your field of activity, strategy and promotion tactics of competitors must be taken into account when developing and implementing a content strategy. When you REALLY need content marketing Content marketing should definitely be used for promotion when: The demand for your product has not yet been forme.
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