Your audience, leads and customers, expect content from your business that informs them, helps them decide better in the category that you sell in, and on the whole, makes life easier for them.
They expect this content to engage them in a manner that is natural and organic, not disruptive like in one-way, unsolicited advertising which most of them hate, or avoid anyway.
Content marketing enables B2B organizations with the ability to meet the expectations of a savvy audience. Think of it as a process of attracting, communicating with, and satisfying your target markets so that you sell better.
You, as an organization can facilitate this process by concentrating on effective content marketing.
The rewards for you are a boost in conversions, enhanced brand exposure, creation of trust and establishing your brand as an industry leader.
In this article, we will talk about content marketing, content types, and why having a content marketing strategy is important for B2B companies like yours.
Here is what we shall cover
- What is b2b content marketing?
- The Benefits of Content Marketing
- What is a content marketing strategy?
- How to create content that engages and drives conversions
- Make sure that your content is aligned with the customer’s position in the sales funnel
- Add elements at every stage that motivate customers to take action
- Think of the end goal when you create content
- Focus on quality, always
- Tips for creating successful content marketing campaigns
It is always a good idea to review your content marketing strategy. This could be because you are starting to plan from scratch, or merely updating an existing strategy.
Either way, a content marketing strategy dictates that you come up with new ways to create and distribute content that your target audience wants.
“Content Marketing” is the act of creating, publishing written and visual content, and distributing this online with the intent of generating quality leads for your business.
Blog posts, Case Studies, eBooks, Infographics, Videos, Whitepapers, Webinars are examples of content that you can create and distribute.
As you can see Content Marketing entails more than just publishing a brief article and hoping readers will find it.
It demands that you cater to your audience on your websites, videos, ebooks, and blog posts with content of value. Then distribute this content as far and as wide as possible. These activities help visitors find you through inbound rather than outbound routes.
Now that we know what content marketing is, let’s take a look at the definition of the term ‘b2b content marketing’ to understand it better.
What is b2b content marketing?
The technique of creating and disseminating information with the goal of boosting brand recognition, enhancing site traffic, generating leads, and building sales for organizations which cater to other businesses is known as B2B content marketing.
The Content Marketing process involves planning, producing, distributing, sharing, and publishing content.
You create and publish content on your website, initially.
The content types you can create include blogs, case studies, testimonials, FAQs, White Papers, eBooks, Podcasts, Webinars, Videos, Applications, Tools and such.
You then distribute the content you create using social media, guest posts, content syndication, press releases, print publications, email newsletters, on 3rd party websites [guest posts, backlinks] and more.
The more you distribute, the better will be your traffic. The more the traffic, the more leads you get.
The objective of content marketing is to connect with your target market and boost sales, engagement, and brand loyalty.
The Benefits of Content Marketing
The advantages of content marketing go beyond merely engaging your audience in conversation.
It keeps the conversation engaging, interesting, and energetic.
Instead of being fleeting, dispassionate and transactional, excellent content marketing promotes engagement and relationship-building.
Additionally, content marketing enhances rather than interferes with the user’s activity. Brands that invest in content marketing throughout the whole funnel often successfully dominate search.
Here are 10 benefits of content marketing that will motivate all b2b businesses to explore this marketing strategy, today.
- Boosts website traffic
- Develops trust and authority
- Creates awareness about your brand
- Develops the personality of your brand
- Connects with your target customers
- Fuels PR and social media
- Helps provide support throughout the conversion funnel
- Improves conversion rates by creating demand
- Boosts lead generation
- Builds love and loyalty for your brand
What is a content marketing strategy?
The core element of your content marketing plan is its “why and how.”
- Who are you targeting?
- What is your motivation for creating content for this audience?
- How can you provide the audience with superior help compared to anyone else in your niche?
- How and where do you reach this audience with your content?
Businesses typically create a content marketing strategy to expand their audience and to achieve at least one of the beneficial results listed below:
- Increase sales
- Lower costs
- Get better clientele
How to create content that engages and drives conversions
Different forms of content are consumed by people at various points in the sales funnel.
How then can your company style its website and create content that interests customers and also drive sales?
Should B2B businesses look at content marketing examples of some well-known brands?
Or should they consider digital marketing? Let’s find out.
Make sure that your content is aligned with the customer’s stage in the sales funnel
Businesses online follow the four stages of buying intent of the sales funnel, from first interest to actual purchase, to guide them through their buying journeys. The following infographic explains these four stages and the type of content that works at each stage.
The goal of your content is to draw visitors to your website throughout the “awareness” and “interest” stages of your sales funnel, which are right at the top.
You drive interaction with audiences at the top of the funnel by becoming the go-to source for information on a given subject of interest and value to them.
At this point, you should provide content that provides solutions to questions that your target customers frequently have.
Consider the queries that consumers usually have when they first contact your business, and structure your content accordingly.
You can also research the top questions that customers ask in a category using tools such as QuestionDB, AnswerThePublic, or AlsoAsked and then answer them using content formats described below.
Add elements at every stage that motivate customers to take action
The first phase in the buyer’s journey, seen from your company’s perspective, entails turning website visitors into “leads”.
The initial degree of interest audiences show in your business is represented by leads. They appear as website visitors to high-value pages or even email subscribers.
Every piece of content used in the “awareness” stage should have a call-to-action (CTA). This includes your website advertising as well.
Typical examples of a CTA are shown in the graphic below. Note the use of active voice, verb commands in CTAs.
Usually, these CTAs will point to gated downloads – PDF/ White Papers/ Case Studies, Video/ Text Tutorials, and/or registration/ subscription to Email Newsletters, Webinars, and Events.
This will help turn visitors into leads.
Think of the end goal when you create content
Setting clear objectives for your content marketing is the first step in creating good content that will lead potential customers to your website.
You may identify with any of the following goals, depending on the kind of products or services you sell:
- Promote purchase
- Drive memberships
- Boost enrollment
- Plan sales calls
To have some clarity, specify your goal and outcomes before you start creating content.
Focus on quality, always
For each stage of the customer journey, you must craft high-quality content to establish your authority and foster visitor trust.
Then, use action-based elements like the CTAs to turn website visitors into leads via gated content which asks for their email address in return for value.
Finally, nurture the leads into purchases by using website content that is appropriate for each stage of the buyer’s journey and personalized email marketing.
Tips for creating successful content marketing campaigns
Going above and beyond the norm in your niche is crucial because there are so many businesses producing and distributing content online.
Here are some tips to create a content marketing strategy that is on point.
Your content marketing strategy
- Should focus on providing solid value to your consumers that goes beyond your products or services.
- Must provide easy and actionable solutions to your customers’ immediate problems.
- Target the customers at different stages of the buyer journey with different types of content, formats and angles
- Should amplify your product or service’s best features in subtle ways through content, images, social media posts, to make it the best solution to the problems your customer face
- Must use a consistent voice and brand image.
- Should include guidelines to make sure that the content and images across all platforms are aligned with you brand style, tone
- Must include a plan that specifies when it is the right time to post certain pieces of content to increase relevance and effectiveness.
You can reach your intended audience and boost conversions with effective content marketing.
In order to boost revenue, create brand recognition, and build relationships with potential clients and customers, content marketing can be used in a variety of ways discussed in this post.
Don’t forget to provide value to each piece of content you create.
Before you begin your content marketing journey, you must choose the type of content that will be most suitable for your audience and business. Once this is done, develop a content marketing strategy to immediately raise your revenues