If you ask me, a content marketing strategy is really the conversation your business has with your audience or customers. It’s a strategy with stunning flexibility and scope – so much so, that it can drive conversion and revenue for B2B companies.
With the use of a content marketing strategy, you can build a compelling and engaging brand message that leads to strategic action. In fact, if you’re a B2B marketer, you can’t stay afloat without trying to drive action from your clients.
A content marketing strategy, as it happens, helps you do all of this and so much more. Let’s find out why this is more important than ever for B2B businesses.
The buyer-seller relationship has changed exponentially
Given the proliferation of digitalization, the buyer-seller relationship is one that has changed significantly, over the years, and continues to evolve at a rapid pace.
The buyer is now the one who calls the shots and defines the buyer-seller relationship. They use all the information available to them to decide which brands and businesses they want to spend their money on.
Research on B2B buying environments shows that buyers are two-thirds of the way through the decision process when they decide to talk to vendors. This is because access to information, over the internet, allows buyers to make calculated decisions about who they want to buy from.
As a B2B marketer, you can use a content marketing strategy to enter the digital research phase buyers are actively exploring and provide them with content that converts.
B2B clients are beginning to expect more in terms of brand personality
Among the 11% of non-users, 52% were planning to implement content marketing strategies within the following year. This really is proof enough that the B2B space is embracing content strategies more meaningfully, instead of as a token marketing measure.
Far too often, brands forget that their content should be, both, informative and engaging. While they succeed in fulfilling the first of these requirements, they fall short in terms of grabbing and maintaining interest. This gives users little reason to come back and learn more about the brand.
In my experience, to drive people to your site, you need to leverage an emotional trigger that demonstrates that you know what information is valuable to them and that you can be relied on to deliver what they need.
This kind of strategy is particularly useful when people come to your brand’s site already educated about what type of product or service they are looking for. When they realise that those needs align with what your brand is offering, they’re more likely to buy or inquire about your offerings.
A content marketing strategy is effective, affordable, and truly transformative
Since B2B buyers always conduct online research before making a purchase, creating creative, engaging and informative content is the most effective strategy you can pursue. If you don’t create content that potential customers are looking for, you run the risk of your clients running into the arms of your competitors.
Additionally, the cost of hiring a new content marketing team is 31%–41% less than conducting a paid search campaign, making it more affordable than other strategies. A content marketing strategy also delivers a higher ROI than paid research.
A business that implements a content marketing strategy also experiences other benefits like content that reaches a wider audience, engaging customers more meaningfully, enhancing the customer experience through the provision of relevant information, and much more.
Capture client interest with a strong content marketing strategy
If you’re a B2B marketer, you probably know that the era of the hard sell or gatekeeper style of advertising is over. In the end, the success of your B2B marketing strategy depends on your ability to reach the right people with the right message.
With the right content, you’re able to make your customers want to spend more and remain loyal, as long as you give them what they want.
If you need content support to drive growth and conversions, choose a team with strong content skills and one that understands your needs and those of your audience.