Leveraging B2B Content Marketing, Effective Modes, and Approaches
Marketers really have to hustle to gain attention, this post covers effective ways of leveraging B2B content marketing to engage your target audience.
Photo by Marissa Grootes on Unsplash
From the time you wake up till you hit the bed, market experts have reported that an average person is exposed to thousands of ads on a daily basis, both online and offline.
No wonder marketing experts have to hustle for writing content that grabs the attention of as many people as they can.
As a leading Saas Marketing Agency with years of expertise in marketing and assisting businesses, we would like to offer our research and professional advice on the benefits of B2B content marketing and content types which have curated the highest audience engagement and newer leads.
Let’s first understand the basics of B2B content marketing.
B2B (Business-to-Business) content marketing includes creating and sharing valuable, relevant, and informative content to attract and engage with the target audience and meet their pain points.
Why content marketing is important for B2B businesses:
Helps B2B buyers with purchase decisions.
Focus on informing and educating B2B buyers with rational information.
Using instructional videos, ‘how to’ articles, or an infographic, potential buyers will be able to access inputs regarding your product in more depth and thus will help with their purchase decisions.
A cost-effective way to improve online visibility and rankings.
Merely using the right words that your potential buyer is searching for, you can streamline organic traffic resulting in brand visibility.
Hiring an SEO specialist who would identify the exact keyword targeting, help in link-building, and create a consistent output.
Yield long-term results for your business.
By regularly publishing a mix of fresh and evergreen content, businesses can reap the rewards of a strong content marketing strategy.
Using evergreen content like “how to send emails in bulk” that can be repurposed and reused for cross-promotion, and shared with sales and customer support teams, will help to maintain a long-lasting positive impact on the customer lifecycle.
Build strong connections with your target audience.
Consistently producing solution-focused content, rather than product or service-focused, can help businesses build a rapport with their target audience.
Using blog articles, videos, whitepapers, offering courses, webinars, and posting on social media you can attract and engage with the audience.
Capture and generate high-quality leads.
Create content that connects with your customer’s journey, add a pop-up window to encourage them to sign up to their mailing list, and keep them engaged with your business.
Using email marketing strategies and building brand awareness through social media, whitepapers, branded videos, engaging articles, and e-books, you can capture and generate high-quality leads.
Showcase your products and services in an engaging, digestible format.
To cater to shorter attention spans, it’s important to create concise and easy-to-read content that balances entertainment and information.
Using AI tools for research will help you 2x your speed for writing long-form content.
Stay one step ahead of competitors.
Analyzing the market and competitors is important to ensure content marketing delivers long-term results.
Using engaging, educational, and shareable content across social media platforms can help businesses set themselves apart from their competitors.
A survey conducted by Content Marketing Institute suggests that respondents saw the best results when they used virtual events/webinars/online courses for their content marketing in the last 12 months. Among the respondents, those who were most successful reported better outcomes with long articles/posts compared to the overall group.
Our team has devised a list of the top 5 most effective types of content marketing you can use in building a healthy brand profile and effectively generating newer leads.
According to reports, blogs are responsible for driving 76% of traffic to a brand’s website and attracting new clients. Additionally, guest posts or articles in third-party publications using backlinks can help generate up to 43% of traffic.
Using topics that align with your business and SEO-optimized keywords to drive targeted traffic to your website will help build brand awareness. Blogging also provides optimal online exposure, putting your business in front of prospective clients who may have never come across it otherwise. Assessing top-ranking content to identify best practices that can make your content more competitive. With higher rankings, you will be able to drive better visibility in Search engine results pages (SERPs).
Reports indicate that Infographics have an efficiency rate of 27%.
Infographics can help you win the battle for attention. Visuals will always appeal to humans. Most of the time people pay more attention to visuals than they do in texts. This results in boosting your brand awareness. Infographics include the brand logo, website, email address, and contact information. They highlight the most essential aspects that your audience needs to know by making it crisp and easy to read. They can increase search marketing results, and help improve your SEO by linking them to your social media and other channels. This will help improve audience engagement and Social media following will grow with time. Infographics go beyond digital marketing with offline brochures, posters, and banners. They are like creating visual aids for presentations and eye-catching modules to generate more interest. It not just is visually appealing but also educational and enjoyable. Infographics have several benefits, including shareability and the ability to generate more leads and organic traffic. Thus they can help businesses win the battle for attention as people are naturally drawn to visuals.
According to reports, Whitepapers have shown a 47% increase in generating new leads.
A whitepaper is typically a persuasive document presenting a problem and a solution. They are used to demonstrate thought leadership and expertise in a particular area and to generate leads by offering valuable information that potential customers can use to solve their problems. This includes research, statistics, case studies, and other data to support your arguments and offer a comprehensive overview of the topic at hand.
When personalized marketing techniques are employed, email marketing has been reported to be 75% effective.
Using email marketing to advertise or promote your brand’s products or services to other businesses is an effective tool to increase brand awareness and communicate and engage with your audience. Personalized targeted messaging is likely to receive a positive response. This is also the best way to generate and convert leads as it encourages action with calls-to-action (CTAs), such as visiting a website or custom landing page, contacting you for more information, or redirecting to a form or even a link that leads your audience to directly buy the product. This is one of the cost-effective tools with high ROI (return on investment) in terms of budget and time. With the help of email tracking software, you can capture metrics such as open rates, click-through rates, and conversion rates to decide the success of your email campaigns and to make future improvements.
5. Social media:
According to reports, posting on social media resulted in an 80% increase in brand awareness and engagement. Virtual events and online courses had the highest engagement rate of 58%, followed by collaborative social spaces at 33%, and influencer partnerships at 22%.
Social media platforms make it easy to connect with individual consumers through ad campaigns, sponsored content, distinct brand messages, and interactive content. Similarly, businesses can make purchases and engage on social media channels, making it essential for B2Bs to build an active social media presence and market their goods and services to other companies.
LinkedIn is the platform with the highest concentration of potential customers for B2B businesses. It is the preferred Social Media platform for professionals and related business information with high levels of employee involvement.
Unless your B2B company heavily relies on design and visuals, you may forego content marketing initiatives on social media sites like Facebook, Instagram, or Pinterest and focus primarily on LinkedIn. However, the decision is always based on audience behavior, data analytics, and anticipated engagement.
Twitter has proved effective for content distribution and customer support. It is another effective option for B2B businesses that one can use for content distribution and customer support. Twitter’s real-time nature makes it an ideal platform for businesses to engage in conversations, share updates, and participate in industry discussions. B2B companies can use Twitter to provide quick insights, share industry news, and engage with their audience in real time. It allows for direct interaction and fosters relationships with customers and influencers.
Twitter provides opportunities for B2B businesses to connect and build relationships with industry influencers, potential partners, and customers. Engaging with industry experts, participating in Twitter chats, and joining relevant conversations can help businesses expand their network and establish valuable connections that can lead to collaborations, partnerships, and new business opportunities. It offers valuable insights into industry trends, market sentiments, and customer preferences. B2B companies can monitor relevant hashtags, industry keywords, and discussions to stay informed about the latest developments in their industry. This information can be used to tailor content, identify market gaps, and make data-driven decisions for B2B marketing strategies.
Twitter can be a powerful platform for B2B content marketing, offering the ability to reach a targeted audience, engage in real-time conversations, establish thought leadership, promote content, build relationships, gather feedback, and gain market insights. By leveraging Twitter effectively, B2B businesses can enhance their brand visibility, establish credibility, and drive their marketing objectives.
LinkedIn and Twitter should receive the bulk of the time and attention when developing a B2B social media strategy.
YouTube is efficient for distributing explanation and how-to films, screencasts, feature benefit presentations, and targeted advertisements. It can be a valuable platform for B2B content marketing, providing several benefits for businesses. Being the second-largest search engine that has over 2 billion logged-in monthly users, by creating B2B content on YouTube, businesses have the opportunity to reach a vast audience and increase brand visibility among professionals, decision-makers, and potential customers. The visual storytelling feature allows businesses to leverage the power of video to create engaging and visually appealing content. B2B companies can use videos to tell their brand story, showcase products or services, demonstrate expertise, and provide educational content. Visual content tends to be more memorable and engaging, enhancing the effectiveness of B2B marketing efforts.
By demonstrating expertise, YouTube provides an excellent platform for B2B businesses to establish themselves as industry thought leaders and experts. By creating informative and educational videos, businesses can share valuable insights, provide solutions to common challenges, and showcase their expertise in their respective fields. This helps build trust and credibility among the target audience. It serves as the best platform to showcase products and services in action. Demonstrating the features, benefits, and use cases through video content can help potential customers understand the value proposition more effectively. Additionally, businesses can create tutorials, product reviews, and case studies that provide real-world examples of their offerings.
Also, YouTube videos can significantly enhance a business’s search engine optimization (SEO) efforts. Since it is owned by Google, and videos often rank high in search engine results by optimizing video titles, descriptions, tags, and using relevant keywords, businesses can increase their visibility on both YouTube and Google search results, driving more organic traffic to their website.
Instagram Ads are one of the most effective and affordable methods for acquiring new B2B clients. You should use B2B hashtags, post testimonials, and reviews, and include different posts like videos, photos, story posts, times to post each day, etc.
Instagram ads are one of the most effective and affordable methods for acquiring new B2B clients. You can start this off by creating a brand Instagram account that has a consistent tone of voice across all social channels. Jump on trends and Instagram reels to engage with your audience. Use B2B hashtags like #business, #b2bcreators, #B2Bservice, #Business2Business. Engage in partnership and collaboration by reaching out to other companies in the industry and connecting with them, spend time on creating a social media calendar that will ensure your customers can find your content in a structured planned manner. By including different posts like videos, photos, story posts, times to post each day, etc, schedule posts in advance so they can be uploaded when it is most relevant to the audience.
Research suggests 90% of people read online reviews before purchasing online. And 79% of them trust online reviews regarding a product or service or company. Thus, post testimonials and reviews for happy customers.
Ultimately, the best platform for B2B content marketing will depend on the specific goals and needs of the organization, as well as the preferences and behavior of their target audience.
While more than just learning about the platforms for B2B content marketing is required, you need to make your B2B interesting by applying these B2B content marketing strategies.
So what are you waiting for? Get started right away!