Content marketing is a powerful way to drive leads and grow your business. It’s a low-cost, consistent way to generate high-quality, long-term leads. Not only is it great for B2B (business-to-business) purposes, but the content you create can be used to assist with sales, customer support, and more.
Content marketing starts by creating engaging and informative content that resonates with your audience. This could be blog posts, videos, infographics, or images that appeal to the specific target demographic you have identified.
The content should then be distributed amongst relevant channels such as social media and syndication platforms like Medium. Content should also be optimized for clicks from search engine results pages like Google and Bing. By doing this, you will ensure maximum reach of the message without having to pay for ads.
91% of B2B marketers use content marketing
Quality content helps you build relationships with potential customers interested in what you offer without pushing them away with hard sells and aggressive tactics. Through consistent delivery of valuable information that people are searching for, you can establish yourself as an authority on specific topics, which will lead potential customers back to your website looking for more knowledge from a trusted source – you!
Not only does content help attract website visitors, but it can also be used throughout the customer lifecycle (e.g., cold outreach emails, newsletters, social media).
Sending email newsletters with helpful advice tailored to the customer has been shown to increase conversions significantly compared to typical sales emails. A good newsletter educates customers, feeling more like a service than an intrusion, generating trust in the brand through additional educational material not directly related to selling products or services.
You can even use content pieces like blog posts or longer articles on your website page as microsites that add prestige or generate leads from impressed readers. Or you can use long-form content to provide prospects with more granular detail about a product or service than they would find at first glance on your home page or other general landing pages.
B2B buyers consume an average of 12 pieces of content before making a purchase decision
Content marketing effectively reaches potential customers without breaking the bank and ensures that those prospects stick around for the long term because they trust you as an authority in your field who provides value above all else.
A Step-By-Step Guide To Content Marketing
- Identify your target audience: Before creating content, you need to identify the demographic it will be catered to. Think about who you are trying to reach — what interests them? What language do they use? You can create content tailored specifically for your target audience by identifying their characteristics.
- Choose the platforms to distribute content: Once you know your target audience, it’s time to decide which platforms will be best used to distribute your content. Popular platforms include social media networks like Facebook, Twitter, Instagram, and LinkedIn; syndication sites like Medium; and search engine result pages like Google and Bing. Make sure your message is reaching the right places to maximize its impact.
- Create engaging content: Start producing the actual content itself. Naturally. You might create blog posts, videos, images, infographics, or other creative ideas specific to your industry. Keep the message relevant, witty, authentic, and approachable to draw readers’ attention and establish trust in your brand.
- Promote and optimize your content: Now it’s time to get the word out! Promote your new content across your prioritized channels — this includes properly optimizing titles and texts so they appear in search engines and adapting promotional messages for different platforms depending on where they will appear online (think short tweets, long Facebook posts, and quasi-poetic LinkedIn posts).
- Measure results and track data: Finally, review how successful each piece of content has been by looking at metrics such as website visits, click rates, and customer engagement rates (how many people liked/shared/commented on your post). Ideally, measure the ultimate metric: how many customers purchased after reading one of your articles. This data can give great insights into which pieces of content work best so that you can achieve more efficient, valuable results over time. Do more of what's working, and less of what isn't.
B2B companies that publish over 16 blog posts per month generate nearly 3.5x more traffic than those that publish 0-4 blog posts