16 Apr The Power of B2B Content Marketing
Many have heard the saying, “Content is king,” but what about B2B content marketing? In our ever-changing digital world this is truer than ever, and the B2B market is no exception. That’s because 49% of B2B buyers rely more on content to research and make purchase decisions. In the absence of cold calls and emails, content is a great way to lead potential clients to a company. However, companies in this day and age are expected to go beyond their products or services to build trust and notoriety with their audiences. This is why 90% of successful B2B content marketers prioritize the audience’s informational needs over their sales/promotional message.
Companies in the B2B space need to position themselves as experts in whatever product or service they provide and industry they reside in. This isn’t accomplished with only a great product or service but also with messaging molded around education and expertise. So many decision makers in firms do their own research before choosing a particular company for their business needs, and educational content can highlight the expertise of a company and aid prospective clients in their research. Let’s take a closer look at three important forms of B2B content marketing.
Video B2B Content
Content should be valuable, relevant, and consistent to increase notoriety for a company in the eyes of a specific audience. An essential part of building rapport is showcasing who you are as a company. This goes beyond products, services, and industry expertise to highlight the story of a company and the people who make it happen every day. We’re talking about the invaluable asset of a brand video. Don’t underestimate the power of video content as a marketing tool. Audiences are about 10 times more likely to engage, embed, share, and comment on video content than blogs or related social posts. Video allows companies to engage with their audiences in a way that is closest to an in-person experience without actually being there in-person. Since B2B marketing is all about relationships; that is, relationship building and maintenance; a brand video allows a great insight into who a company is beyond the solutions they provide as products and services.
Written B2B Content
Of course, video isn’t the only and shouldn’t be the only form of content a company uses to engage with audiences and ultimately create leads. Some of the most prevalent content generated by companies, particularly in the B2B space, is written in the form of blog posts, articles, case studies, and white papers. Blog posts and articles are the most effective form of content at the awareness-and-interest early stages of the buyer’s journey. Case studies are another common form of content generated by companies and are a great way to exhibit expertise in an industry. These aren’t as effective in the early stage of the buyer’s journey, but more than double in effectiveness as the buyer moves toward a purchase and are the most effective form of content in informing an evaluation or purchase decision. White papers tend to be the most effective form of content when a client is considering a purchase and shows intent to do so. The most consistent form of content across all buying stages is in-person events.
In-Person B2B Content
Some may be surprised by the notion of in-person events as a form of content as many view content as a good, of sorts, to be consumed. In-person events are a vital part of marketing in the B2B space and should be considered part of your content marketing efforts. In the same way your content should, in-person events create opportunities to have conversations with clients and other industry experts. Since B2B is all about fostering relationships, in-person events are a great way to keep in touch with clients post-sale, nurture relationships with perspective or new clients, and provide an opportunity for testimonials between clients.
Ultimately, it is essential to identify target audience’s priorities, motivations, and concerns when creating content. Content is a great part of marketing strategy that can help your audiences stay up to date on important market trends that are relevant to them. No matter what forms of content your company chooses to produce, keep it consistent, in line with your brand identity, and always have a plan of action.