Content Marketing for B2B Businesses
Content Marketing for B2B Businesses – As a strategic marketing approach, content marketing helps enterprises to boost conversion rate and drive sales by creating and distributing a variety of content – blogs, videos, podcasts, newsletters, infographic, and social media posts – consistently. The fresh, valuable, and consistent content help enterprises to create brand awareness, expand customer base, and boost online sales. Like business-to-consumer (B2C) enterprises, the business-to-business (B2B) enterprises can attract, inform, engage, and retain customers by publishing and promoting high-quality content.
7 Reasons Why B2B Enterprises Must Invest in Content Marketing
1) Influence B2B Customers in an Indirect but Positive Way
The B2B content marketing does not emphasize on persuading existing and potential customers to buy. Instead, the strategy focuses on making the customers aware of a product or service by delivering relevant and insightful information. The information will help customers to compare the products/services and take the right buying decision. Many large B2B enterprises leverage content marketing to influence customers’ buying decisions without pushing them to purchase.
2) Generate Qualified Website Traffic
Often B2B enterprises have to explore innovative ways to convert websites visitors into customers. Unlike promotional ads, content marketing helps B2B enterprises to make customers aware of their products or services by providing relevant and updated information. The B2B enterprises can create and distribute content as a mean to help customers solve specific problems or answer specific questions. The content will help customers to consider the product or service as a precise need or solution. The targeted customers will further click on the link and visit the website to gather additional information.
3) Generate Additional Leads
A number of studies suggest that the websites with blogs generate over 60% more leads than websites without blogs. The B2B enterprises can easily accelerate lead generation by adding blogs to their websites. The blogs will enable the marketers to publish and share a variety of content which is both original and contextual. The new blogs will further help the B2B business to acquire new customers to connect with new customers and make them aware of the product/brand. The enterprises can further acquire more customers by delivering the content through emails and social networking channels.
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4) Promote Long-Term Customer Loyalty
In addition to acquiring new customers and promoting brand awareness, content marketing will further help B2B businesses to re-engage and retain existing customers. A large percentage of customers nowadays prefer for businesses and brands that deliver personalized and customized content. The B2B businesses can provide relevant and updated information to the existing customers by delivering customized content. Likewise, they can sustain an emotional bond with the existing customers by personalizing the content. Hence, leading B2B enterprises nowadays launch content marketing campaigns to promote long-term customer loyalty and retention.
5) Project the B2B Business as a Thought Leader
No B2B enterprise can now make themselves stand out in the crowd without fostering a culture of research and thought leadership. Unlike other forms of marketing, content marketing enables B2B businesses to inform customers about current and emerging industry trends. They can even create content to highlight the effectiveness of their products or brands to withstand the frequent changes in industry trends. While launching B2B content marketing campaigns, the marketers need to ensure that the content is being developers by entities with varying roles and backgrounds. They can further distribute and promote the innovative content through multiple channels to project the B2B enterprise as a thought leader.
6) Leverage Multiple Digital Marketing Channels
Many B2B enterprises believe that content marketing will require them to invest extra time, effort, and resources. But the smart B2B marketers leverage content marketing to speed up marketing activities. They create and distribute content that helps the marketing professionals to resolve customer queries without responding to emails or replying to the phone calls. Also, the content marketers optimize content distribution and promotion by leveraging multiple channels. For instance, they can post the same blog on multiple online platforms and in multiple formats. Likewise, they can post the infographic on the website and get the distributed through various social networking channels.
7) Boost Search Engine Visibility of Websites
Major search engines like Google and Bing update their search algorithms frequently to deliver more relevant search results and updated information to users. They recommend B2B and B2C enterprises to promote their websites organically by creating and distributing high-quality content. A B2B enterprise can keep increasing its website’s search engine ranking and visibility by distributing fresh content consistently. A number of studies even suggest that a B2B enterprise can increase the number of indexed pages and indexed links significantly simply by adding a blog to its website.
On the whole, B2B enterprises can use content marketing as a powerful tool to attract, inform, engage, and retain customers. As highlighted by several studies, a large percentage of B2B marketers nowadays invest in content marketing. Likewise, B2B content marketing spending has been increasing consistently. But the B2B enterprises need to customize the content marketing campaigns according to their according to their overall marketing strategy and goals. Also, they must monitor and customize the content marketing campaigns regularly to keep driving online sales.