Building good relations with prospective and existing customers is a vital element of B2B marketing. Such relationships are especially significant in the B2B sector, as product and service item values can be high and typical sales cycles are longer than those in the B2C sphere – often over 18 months. The provision of consistent and appropriate content marketing will help establish and nurture business relationships.
What is B2B content marketing?
Content marketing is a strategy that promotes brand awareness, establishes expertise, and keeps your business top of mind when the time is right to buy your product or service. If your audience thinks of your company as a partner interested in its success and as a valuable source of advice and guidance, then they are more likely to choose you when it’s time to buy.
B2B content marketing is the development and distribution of relevant, useful content, such as blogs, newsletters, white papers, social media posts, emails and videos to current and potential customers. Done correctly, the content conveys expertise and demonstrates that your company values the people you sell to.
Why B2B content marketing is important
B2B content marketing is a tactic proven to work, and gives you a competitive advantage – take a look at some of the key facts from the latest research about it:
- Content marketing costs 62% less than traditional marketing and generates more than three times as many leads. (Demand Metric)
- In the B2B sphere, 79% of companies use blogging, 92% use social media and 93% use email. (Content Marketing Institute)
- 47% of buyers view 3 to 5 pieces of content before engaging with a sales representative. (Content Marketing Institute)
- Blogging is the third most common content marketing strategy, after video and eBooks. (Hubspot)
- Companies that blog generate 67% more leads than those that don’t. (Demand Metric)
- 77% of internet users read blogs (OptinMonster)
- 70% of people would rather learn about a company through articles than an advert (Demand Metric)
- Marketers who prioritised blogging received 13X more ROI than companies that did not. (Hubspot). The frequency of blog posting for success depends on what’s best for your company. Smaller businesses have found comfort and success posting one to four times a week, while larger companies can push out daily and, sometimes, multiple daily posts. (Hubspot)
How B2B content marketing works
Effective content marketing delivers the right content at each stage of the sales cycle – from awareness through consideration to purchase. Take a look at the best content for each stage:
Awareness stage
At the first stage of the sales process, content needs to focus on the top concerns of your target audience. It must be educational, how-to advice that addresses your audience’s pain points, challenges and questions.
The best content for this stage: articles, blog posts, e-books, videos newsletters
For example: a company that supplies and installs conveyor systems writes a blog explaining the benefits, types and best practices of warehouse automation systems to address the interests of its target audience.
Consideration stage
Content at this stage of the sales process has to offer a mixture of helpful information and marketing. It ought to educate the readers about features or functions to look for and how they address their needs.
The best content for this stage: case studies, how-to-articles, how-to-videos, checklists/worksheets.
For example: the company that supplies and installs conveyor systems creates a case study featuring a recent customer’s system installation and the benefits it has brought them.
Closing stage
When a prospect is close to buying, your content marketing can focus on sales explaining why you are the natural choice.
The best content for this stage: case studies, user-generated content, buyer’s guide, product video, research report.
For example: The conveyor systems supplier creates a short video showcasing its products in different industries to demonstrate its diverse expertise.
How to create effective B2B content
Creating effective B2B content requires a deep understanding of your target audience and their needs. Here are some tips for creating content that resonates with your audience:
- Identify your target audience: Before you create any content, it’s essential to understand who your target audience is and what they’re looking for. Conduct research to identify their needs, pain points, and preferences.
- Develop a content strategy: Once you understand your target audience, you can develop a content strategy that speaks directly to their needs. This strategy should outline the types of content you’ll create, the topics you’ll cover, and how you’ll promote your content.
- Create valuable content: The most effective content is content that provides value to your target audience. Focus on creating content that addresses their needs and offers solutions to their problems.
- Optimise for SEO: To improve your website’s visibility in search results, it’s essential to optimize your content for search engines. Use keyword research to identify the phrases and terms your target audience is searching for, and incorporate them into your content.
- Promote your content: Creating great content is only half the battle. To get the most out of your content marketing efforts, it’s essential to promote your content through social media, email marketing, and other channels.
Why partner with Leapfrog Marketing for your content marketing?
As experienced B2B content marketing specialists, we have fine-tuned the art of creating compelling content, drilling down into often complicated and technical subject matter. We’ve systematically crafted content with key messages that have consistently resonated well with our clients’ audiences and have helped 100’s of businesses grow.