Content Marketing Tips
July 25, 2021
B2B refers to a business that is conducted between companies. It encompasses all companies that create products geared towards other companies. Since B2B companies aren’t selling to the final consumer, they require a unique marketing and branding approach. One of the most effective ways to do that is through content marketing, and in today’s blog, we will be looking at why content marketing is essential for B2B marketing success.
B2B content marketing is the practice of producing and distributing content in order to expand your business’s audience, develop brand affinity, and ultimately increase leads and sales. The most common forms of content marketing in B2B include email newsletters, blog articles, infographics, eBooks, case studies, videos, and podcasts. While the goal of content marketing is to ultimately drive sales to your B2B Company, overt sales pitches aren’t effective. Instead, create content that offers your ideal prospect tactful guidance on overcoming the challenges they face in their line of work.
In the B2C business model, businesses sell their products and services directly to the consumer. B2B and B2C use different marketing strategies because they serve two very different audiences. The main differences between B2C and B2B content marketing are based on the following:
B2C often involves impulse or emotion-driven purchases, while B2B involves a long and complicated purchase funnel that could take weeks, months or even years of nurturing a prospect. Trust is critical in the B2B sale cycle, and content marketing is one of the best ways for a company to tell its story and build trust with prospective customers.
Because B2B transactions impact various departments of an organization, multiple department heads are involved in the decision-making process. Group decisions often take longer, which is why B2B companies need to tailor their content to the needs and concerns of the people involved in the buying process.
For a B2B purchase to go through, you must provide a business case demonstrating how the prospect will benefit from the purchase. Content marketing is one of the best ways to provide buyers with the knowledge they need to make a strong case for their fellow stakeholders.
Content marketing works for B2B companies, and the statistics are here to prove it. According to research, companies that blog generate 55% more visitors, 97% more inbound links, and 434% more indexed pages than their counterparts. Compared to traditional marketing methods, content marketing costs 62% less while generating three times as many leads. This means that with significantly less investment, you will be able to triple your leads.
Research shows that 74% of today’s B2B buyers will conduct online research first before making an offline purchase. This dynamic has changed B2B marketing and provided companies with an opportunity to offer their expert advice on various matters.
Content marketing involves more than just sharing information. You need to have an overarching strategy that informs what content is produced, why it is produced, and how it is distributed. Ensure that your content tells your company’s story in a purposeful way and in a way that resonates with your target audience.
Your content should accurately reflect your brand. When working with different content creators, it is easy for your brand’s voice to get lost, so ensure that you give them a copy of your marketing strategy to help them effectively document your brand’s tone and voice.
Repurposing content isn’t a bad thing. However, you must assess it to ensure that it fits into your content marketing strategy. Don’t overwhelm your customers with a lot of sales presentations and sale literature, but instead offer them educational content that addresses their needs.
For content marketing to be effective, you must publish on a regular schedule. This will help prospects know when to expect new content from you. In addition, websites that publish content on a regular schedule rank higher on search engine result pages.
Your content should not be a sales pitch. Instead of focusing on your products, try and address your target customer’s challenges. If you are writing about a specific product, create a sales opportunity in your content to briefly mention the product and its features.
Your content should be able to take the buyer through the entire sales cycle from awareness to interest to decision and action. If there are gaps along the buyer journey, you may lose potential sales to your competitors. To maximize leads and sales, be sure that your content strategy accounts for every stage of the buyer journey.
If your sales cycle is one year then you would want to have enough information to keep your company and its solutions top-of-mind for at least that long, if not longer. You wouldn’t want your prospects to lose interest two months into a one-year buying journey.
We covered a lot here, and as you’ve learned, there are many factors contributing to a successful content marketing strategy. Yet done right, content, especially fresh and relevant content, can help you to reap big rewards from your business.
But this is not an easy feat, you really need to know your audience, and to think like them to reach them. If doing so seems challenging, then you can reach out to us at Chain Reaction for end-to-end content marketing services. Our approach is shaped to build engagement, increase the authority of your brand, and deliver content that strikes a chord with your prospects.