5 benefits of content marketing
Traditional one-way marketing tactics like advertising aren’t enough to gain and retain customers anymore. Your B2B marketing content has to be high quality, educational and engaging to build a two-way relationship with your audience that will enable them to trust and ultimately buy from you. Business growth is one of the major benefits of content marketing, which is why 89% of companies are investing in this strategy.
In this post, we’ll dive into the importance of content marketing, including:
five benefits of content marketing you can use in your B2B company
three examples of B2B organizations who are crushing their content game
how to get help with your company’s content marketing
5 ways content marketing can serve your company
1. Increase brand awareness
As a marketer, the last thing you want is to feel like you’re shouting into the void. Get noticed by your audience with content that is both original and helpful. Align your content with your brand personality through carefully chosen topics and well-crafted writing to build awareness and strengthen your B2B company’s reputation as a reliable resource.
2. Build relationships with prospects and customers
Ask yourself how you can make your customers’ experience better. Indicate to your audience that you can anticipate their needs and will deliver accurate and useful information consistently. This creates an element of trust and encourages potential customers to turn to you first when they’re ready to make a purchase. Building this relationship through content marketing is important, as 81% of consumers say they need to be able to trust a brand in order to buy from them.
3. Establish your B2B company as a thought leader
You don’t have to influence all of the latest trends, but you do need to be ahead of the curve. Think outside the box and build credibility for your company by showcasing original concepts in your content. The goal of this tactic, called thought leadership, is to become viewed as an expert and valuable resource by your audience. One of the benefits of content marketing is that thought leadership affects 60% of customers’ purchasing decisions, and can convince them to buy a product they weren’t considering.
4. Drive organic traffic to your website
Your B2B company’s content isn’t doing its full job if it doesn’t produce results. The content you create needs to be viewed by your audience, which is why it’s imperative to research keywords your clients use in online searches and incorporate them into your content. Engaging content can also attract backlinks to your website, which builds your domain authority and will help you rank higher in search.
5. Grow your email list
Earn your way into your customers’ inboxes by offering free but valuable content, called a lead magnet. This is one of the most effective marketing strategies because your audience gets something for free, like a checklist, ebook or white paper, that helps them solve a problem they’re facing in exchange for giving you their email address.
3 examples of compelling content marketing
These B2B companies fully understand the importance of content marketing and are using it to their advantage:
1. Hootsuite
Pop culture references can be a big hit. Hootsuite used the popularity of Game of Thrones to tell a story about the company’s brand in a video titled A Game of Social Thrones. This checked all the boxes: creative, funny, relatable and informative. The benefits of content marketing are clear when your company connects with your audience in unique and unexpected ways.
2. LinkedIn
Not sure how to make the most of a social media platform? Learn from the platform itself. LinkedIn provides an ebook that outlines its marketing strategy. With a landing page featuring stats and tips, it primes users to want to opt-in for more information. This strategy assists LinkedIn’s users and builds the company’s mailing list.
3. Mailshake
Reaching out to prospects can be tough! Mailshake, an email outreach tool, saw this and created a Cold Email Masterclass to teach its audience how to effectively connect through email outreach. Initially made up of eight comprehensive lessons, Mailshake repackaged its masterclass into an eight-part email series, making the information easier to digest in smaller portions.
Get some help from the pros
The benefits of content marketing are clearly tied to business growth. Invest the time in creating great content and become a go-to resource for your audience.
Want to strengthen your marketing and drive sales? Check out Scribe National’s B2B Content Brilliance package, which delivers the three essential content elements you need to grow your audience and revenue. Take the guesswork and headache out of content creation with blog posts, case studies and white papers done for you.
