B2B Content Marketing is now absolutely critical regardless of what you sell and who you sell it to. However, some businesses have been reluctant to adapt this form of marketing because they’re not sure why it’s getting so much attention.
There are 4 critical reasons why B2B companies need to embrace content.
1. Risk Mitigation. As a marketer, part of your role is to make your prospects better consumers in your industry. Your role is to teach them how to shop across your industry and what to look for and the best way to do that is with content. You develop trust by providing the buyer with information that will help them make the right decision. With content, you can help them reduce organizational and personal risk.
2. Lead Generation. Because content is key search term rich information, it’s dual-purpose. Content helps to build trust and it also helps to drive leads to your website. Because it’s become common practice in the B2B environment to perform online searches to solve problems, your website serves as a source of lead generation. When the content you serve comes up in search engines, you then have the opportunity to capture those leads through forms and opt-ins online.
3. Lead Nurturing. In many B2B organizations, products and services are not often actually sold on their websites because there’s a level of customization for each sale. And even if the product or services are available for immediate sale online, it rarely occurs during the first encounter. For that reason alone, lead nurturing is a requirement in order to bring the prospect full circle to the sale. Content that continues to educate and inform helps to develop that lead and helps your organization remain top of mind which is critically important.
4. Credibility. Content that continues to educate and build trust helps to elevate the credibility of the firm. The more valuable content that’s put out by the organization, the more it is recognized as an industry expert.
Building thought-leadership, relevant and informative content is critical for organizations today to ensure that they stay ahead of the curve and develop their opportunity for online lead generation. There are many different ways to generate content for the B2B environment and we’ll review the various types of content that organizations can offer in part 2 of this series. Stay tuned for our next post.