If you want to complement sales, create leads and ultimately grow business, content marketing must be part of your B2B company’s overall marketing strategy.
Why? Numbers never lie.
Executives jump on initiatives that enhance business operations and increase conversions. The key to success? Committing to and investing in those initiatives.
With content marketing, the strategy is no different. The first step is commitment. As an executive, you must do the following:
- Commit to the strategy
- Commit to the execution
- Commit to analyzing the results
The practice of content marketing involves the distribution of valuable, consistent online resources through blogs, videos, infographics, case studies and more. Its intention is to expand the value of your brand by keeping your brand top of mind, providing useful, relevant advice and garnering trust.
To excel in and expand business, B2B companies must maintain trust with current clients and develop trust in prospects. How? Let’s go through the benefits of content marketing.
1) Content Helps Others Find Your Business
Twenty years ago, word-of-mouth generated the majority of leads. Today, search engines are the top source for generating leads.
A recent Google study found that 71 percent of B2B researchers begin their research with a generic search. That means that B2B researchers are heavily exploring products and services before officially contacting a salesperson.
Before contacting any company, that same Google study discovered that B2B researchers, on average, are 57 percent down the path of making a decision. No longer are interested parties calling you to inquire about the basics of your product or service. They know about you. They find what they need through online search.
By providing relevant, useful content on your website, you become part of the searches. Content on industry trends, specific services, thought-leadership advice and brand insight move your company up the Google ranks with the help of search engine optimization.
Researchers search an average of 12 times before interacting with a specific brand.
Make sure your content lives where the searches occur.
2) Content Establishes Your Brand
Your company needs credibility. Content marketing helps you get there.
By creating material that focuses on your services, your culture, your thoughts and your success, you provide engaging, informative and influential content.
HubSpot’s marketing research points out that 47 percent of buyers view 3-5 pieces of content on your website before engaging with a salesperson. B2B researchers want to learn about your company before contacting you. Are you providing prospects what they want?
Another simple way to drastically enhance your digital brand is to involve executives and other company leaders in content production. HubSpot found that 96 percent of B2B buyers want content with more input from industry thought leaders.
Buyers and researchers want to hear from your team. They want to know your thoughts on industry trends. Thought-leadership content displays that you truly understand the industry, care about growth and look for opportunities.
Give the buyers what they want. Be an industry leader.
3) Content Creates Additional Touch Points
When you have the opportunity to direct clients or prospects to your company, you take advantage of it. Content marketing allows you to do just that.
With more material in your brand’s arsenal, you establish additional touch points to reach your audience. Whether it be through search engine optimization, email marketing or social media management, your content can reach the hands of more prospects and clients.
Email marketing works. B2B researchers want that content, too. A Statista study discovered that 86 percent of consumers want more monthly promotional emails from companies they do business with regularly.
By creating content for your website, you also create material that should be distributed through email. Make sure your brand hits appropriate inboxes throughout the month. Let your content keep your brand top of mind.
In B2B settings, LinkedIn dominates the social sphere. Executives, thought leaders and brand ambassadors all utilize LinkedIn to enhance their brand and establish credibility. Your brand should do the same.
In the previous two years, content consumption on LinkedIn has increased 21 percent, according to HubSpot. When your clients and prospects visit LinkedIn, they are looking to learn. They are searching for material. They are hoping to be sparked.
Meet them in their space.
4) Content Drives Traffic
When you create more content, you attract more clicks. More clicks equate to more website traffic. More website traffic means more attention to your brand.
Who doesn’t want that?
HubSpot research indicates that B2B companies that blog 11 times per month average more than three times the traffic than those blogging 0-1 times per month. Now, our suggestion is not to instantly go from writing zero to 11 blogs per month. That’s crazy. But, you have to start somewhere.
Start by writing a few blogs per month, adding visuals in your content. Colored visuals increase a reader’s willingness to engage by 80 percent, according to a Xerox study.
Then, use the appropriate keywords to help with search, share on your brand’s social channels and send through email. See how those initiatives impact your website traffic and your brand’s digital presence.
5) Content Gives You the Leg Up
If your B2B company implements a content marketing strategy, you instantly gain an advantage over many of your counterparts and competitors.
A Content Marketing Institute study found that only 30 percent of B2B marketers say their organizations are effective at content marketing.
More so, 55 percent of B2B marketers do not even understand what content marketing effectiveness looks like.
Your company has an opportunity to implement a strategy that will make a positive impact on business. Draw more attention, establish trust, create leads, increase conversions and grow business – all by committing to content marketing.
Are you interested in discussing Speak’s content marketing services and how we can help take your business to the next level? Reach out to us, and, together, we’ll work to grow your brand.