We have got an important announcement to make: Traditional forms of marketing no longer rule the world of marketing. Content marketing has taken over the throne.
In fact, 91% of B2B marketers are currently using content marketing to spread the word about their products and services, and the most successful B2B marketing teams spend 40% of their marketing budget on it.
So why is content marketing such a big deal? Well, because most of the traditional forms of marketing revolve around hitting the audience hard with the “goodness” of your product or service – over and over again.
However, in today’s world, customers have become more wary and critical. They are least bothered by those pesky advertisements. They always fast-forward through commercials and tune-out website banners.
See, your customers are doing their homework online, and content marketing gives them exactly what they’re looking for – while they’re actively looking for it. It puts your brand in front of people in a way that helps them.
Content marketing really has the power to give your B2B company an extra edge. When you constantly publish good content, people see you as the go-to person in the area, which makes them more likely to buy from you.
But, that’s just the tip of the iceberg. Content marketing offers SO many more benefits for B2B companies, and we’re going to walk you through them. Let’s go!
7 Reasons Why Every B2B Company Needs to Try Content Marketing
1. Makes You a Valuable Resource
Imagine that you go to a store to buy a gaming laptop and the shop assistant just points you to one of the laptops, without even greeting you or giving you any sort of insights. 😏
Would you lose interest in buying from that store, right? Of course, you would!
However, if the shop assistant is friendly and takes his or her time helping you, you’ll have a much better experience and you’ll be more inclined towards buying from the store.
That’s exactly how it is with content marketing.
The goal of content marketing isn’t to advertise your products or services. People are so, so tired of advertisements and this is why blatantly promoting your product will get you nowhere.
You’ve to talk about things your audience cares about. If you give them tons of value with no strings attached, you will, over time, become their trusted resource for valuable, pertinent information.
That means your customers will have many more reasons to stick around, ultimately leading to higher conversion rates. (Probably why 92% of the most successful B2B content marketers prioritize what the audience wants to know over promoting their products!)
2. Builds Credibility & Trust With Your Audience
The rules of marketing are simple: Customers won’t buy anything from you unless they trust you..and creating high-quality content can actually help you build that trust.
And it’s not just us saying that. 70% of customers have said that they feel closer to a business after engaging with their content!
When you provide people with a steady stream of insightful content, it builds loyalty, credibility, and an affinity to your brand. Those are some pretty good things that keep you top of mind when the consumer is ready to buy.
Even the people who never end up buying from you will see you as the authority in your field if your content is informative enough!
3. Boosts Your SEO Rankings
SEO is a more technical reason to go for content marketing, but also a big one.
People, including your target audience, use the power of Google to find answers to their queries. Americans alone conduct 20,000,000,000 searches every month. That’s huge.
And, Google wants to provide the most relevant answer to what people are searching for.
If Google recognizes that your content is useful and is exactly what people are looking for, it ranks it higher in the search result for that keyword.
For example, if you google “one-pager” you’ll see that our blog post ranks on top. Why? Because we created one of the most comprehensive and informative guides to one-pager!
So, start creating content that is genuinely engaging, valuable, and catered to a well-defined audience. The more people consume your content, the more they will accept your offers and convert into customers!
4. Easy on the Wallet
Let’s accept it. Traditional marketing methods like print, radio, and television can break the bank.
And honestly, why would you even invest in these methods when content marketingcosts 62% less and generates 3x as many leads?
But there’s something that you need to know: Even though content marketing is cost-effective, it’s also time-intensive, and it might take a while to see the results of your efforts.
Just have patience. Even though your first few months might not yield many results, but after a certain time, your return would easily quadruple your investment (or maybe more!)
5. Selling Becomes Way Easier
People go through an entire buying process before buying your product, and in the B2B world, this conversion process is long. Very long.
But, when potential customers know you, trust you, and value what you bring, it speeds up the process by helping your audience to make up their minds faster.
So how do you get your prospects to know you and trust you? It’s hard to get them to pick up the phone or return your emails..but they do read your posts. 😉
Yes, content is the way to get your foot in the door of sales! If your content is good enough for people to believe in you, you’ll get your fan base in no time. After that, the more content you share, the stronger your bond will get!
With a dedicated and consistent content marketing strategy, you’ll supercharge your selling process.
We have got a tip for you: Reach out to your sales team and ask them what queries they get on a daily basis. You can then write useful content related to these queries and concerns.
Good job! Your website has now become your best salesperson (and it works 24/7).
Read more: Create Repeat Customers: Tactics and Tips
6. Skyrockets Your Brand Awareness
Let’s say you’ve got a social media marketing agency and decide to write an informative article on “Social Media Calendar” that ranks on the 1st page of Google.
6600+ people search for that exact phrase on Google every month in America alone. That means, by writing one piece of article, you’ve put your brand in front of 79,200 potential customers every year!
And that’s just for the phrase “social media calendar” in one country. There are so many other close variants and so many other countries where people look up that term.
Basically, people who never knew your brand even existed will know about it – all thanks to content marketing.
Also, when people read your content and find it helpful and enlightening, they’ll start thinking more highly of your brand, and you’ll be able to generate more awareness and leads!
7. Increases the Quality & Quantity Leads
Let’s start with some surprising insightful stats:
- 74% of companies believe that content marketing is improving the quality and quantity of leads.
- Content marketing gets three times more leads than traditional methods of advertising.
Simply put, content is like a giant magnet. If it’s well-written and relevant, it’ll attract leads for your business – the reason any of us do any marketing at all.
Creating content is, by far, one of the coolest ways to turn leads into customers, if done the right way. (Remember that the keyword here is “right way” – don’t make your content look like an advertisement.)
When you create engaging, relevant content, you get to hold the hand of your prospects at each stage of the buying cycle. Your content warms your readers up to your product or service offering.
Out of those readers, the ones who are intrigued by your brand will click through to your landing page, and as your website traffic increases, so do conversions!
B2B marketing is a crowded world and setting yourself apart there is an uphill battle.
Fortunately, the strategy of content marketing has got your back, and there’s no reason why you shouldn’t include it in your marketing arsenal. After all, it helps you attract and convert customers you may not reach otherwise!
Remember: Content marketing is really popular and a hot buzzword right now. If you’re not doing it, chances are your competitors already are. 🙂
So, jump on the content marketing bandwagon ASAP and knock your last year’s sales out of the park. Oh and don’t forget to let us know how it goes by tweeting us @elink_io.