B2B CONTENT MARKETING
Content marketing doesn't just work for B2B businesses, it works extremely well. In an age where buyers hate being sold to, content rules.
As marketing professionals with over 20 years of entrepreneurial experience and over 75 active clients under our belts, to say that we've seen this industry change and evolve over the last two decades is a little bit of an understatement. Some of those changes we could see coming - like the fact that the digital revolution has put B2B brands closer to their target audience than ever.
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The Effectiveness of B2B Content Marketing:
BREAKING IT DOWN
Content marketing, as the name suggests, is a particular type of marketing that involves a business creating and sharing high quality online material that is intended to stimulate interest in a brand but not overly promote it. Essentially, if you're trying to take and copy and disguise it as a helpful article, you're doing it wrong. Instead, you need to generate as much high quality, helpful and informative content as you can and the "selling" part of the conversation will more or less take care of itself.
Content marketing isn't just effective, particularly in the B2B space - it's almost overwhelmingly so, as a wide range of different studies have gone a long way towards proving:
According to a study recently conducted by Aberdeen, the year-over-year unique site traffic growth for brands that are content marketing leaders is a massive 7.8 times higher than those who are not.
But the benefits certainly don't stop there. Another study confirmed that the average conversion rates for content marketing leaders tends to be as much as six times higher than those who don't bother with content marketing at all.
Based on this, it makes perfect sense that (according to CMI) content marketing is a tactic that an incredible 93% of all B2B marketers are currently engaged in.
Along those same lines, a survey conducted by DemandMetric revealed that 78% of CMOs say that they fully believe that custom content is the future of marketing - an evolution that will continue to play out over the next few years in particular.
Finally, a survey conducted by Social Media Examiner outlined the fact that 58% of marketers said that original, written and quality content was the single most important type of content that they had - coming in higher than visuals and even videos.
All of this is important because when you properly invest in B2B content marketing services, you're actually getting a whole lot more than just a well-written blog post or white paper. When you make an effort to create a content marketing strategy that is as closely aligned with your long-term goals as an organization as possible, you're left with content for literally every point across your customer's buying journey from end-to-end.
Does your customer have a question that will help them make a purchase? Good news - you've already got a blog post that you can provide to them that will give them an easy answer. Do they have a problem that is preventing them from converting? Even better news - you've already got a white paper ready to go that will help them get the most out of their experience.
But the best news of all is that this content is also evergreen - when done properly, it will be just as relevant a year from now as it is today. Which means that the potential return on investment for a finely crafted, highly tuned piece of content is practically limitless - which is ultimately the best type of ROI of all.
But more than that, the collateral you create as part of your B2B content marketing efforts are like the best kinds of employees. They're the ones that never have to eat or sleep, that never get sick or take a vacation and that are always available to sell, sell, sell for your business 24 hours a day, seven days a week, 365 days a year.
At that point, the job of your sales department becomes easier than ever because the leads that are getting passed off from marketing are already primed and ready to make that purchase. Really, it doesn't get much more straightforward than that.
YOUR B2B CONTENT MARKETING EXPERTS
By now you realize that content marketing is important for your B2B business, sure - but another study from CMI revealed that this is something that only 42% of B2B marketers say they're actually good at. It takes time and focus to become a content marketing leader - which involves time that you may or may not actually have. But at Sherpa53, we believe that ALL B2B businesses should know the joy that comes with having the content marketing strategy in place that they need when they need it the most - which is why we're prepared to help you create exactly that, effective immediately.
If you'd like to find out more information about the unending power of B2B content marketing services, or if you'd just like to sit down and speak to someone about your own needs in a little more detail, please don't delay - contact us at Sherpa53 today.