Why Content Marketing Is Important for B2B Companies

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Expert Content Marketing Services help connect with your target audience, educate and influence their buying decisions and drive business growth.

What Is Content Marketing?

One of the oldest examples of content marketing in America is Ben Franklin's Poor Richard's Almanack, which he created to promote his printing business.

It didn't stop there. In 1904, JELL-O published its famous recipe book and handed it out door-to-door to inspire sales of a then little-known product.

Today, content marketing can encompass any type of content sharing and publishing to boost brand awareness and customer loyalty.

Examples of Content Marketing

Content marketing can be as broad as the B2B space. According to new research, 55% of buyers said they now rely more on content to research and make purchasing decisions than they did a year ago.

White papers, case studies and infographics can all fit into a company's B2B content marketing strategy. Multimedia examples include webinars, podcasts and video. According to HubSpot, 87% of consumers want to see more video from brands.

Why Content Marketing Is Important in B2B

Content marketing in B2B is essential for building trust, establishing expertise, generating leads, supporting the sales process, enhancing brand awareness, and fostering long-term customer relationships. It is a strategic approach that allows B2B companies to connect with their target audience, educate and influence their buying decisions and ultimately drive business growth in a number of ways:

  • Content marketing provides value to potential customers. B2B customers are busy and are often looking for solutions to their problems and for valuable information for their business, not sales pitches. When you provide data and tools that help them do their jobs more effectively, you win more affinity for your brand.
  • Content marketing allows you to rank on search engines. Many times customers turn to Google when they know they have an issue to resolve, even if they don't know the exact solution they are looking for. Strong content such as blogs or how-to guides enables you to rank for searchers' queries, answer their questions and share awareness of your brand.
  • It's a cost-effective method of lead generation. While it may not be quick or easy to solidify ideas for content marketing and see them through to publication, it is usually less expensive to create content than it is to advertise, attend trade shows or host events. Content marketing generates three times the leads outbound marketing does, and it costs 62% less. One pool company saw a single blog about how much it cost to install a fiberglass pool bring in over $2.5 million in sales.
  • Content marketing targets all stages of the B2B buyer's journey. Good content attracts leads and makes them aware of the brand, guides them through the consideration stage and nudges them toward the decision stage.
  • It's flexible. With so many types of content marketing, from all-encompassing guides to original research to infographics, it's possible to generate content that meets your audience where they are and tips them toward purchase. Content marketing is also able to evolve with the times—and you can piggyback on news of the day, current events and trending topics.
  • It helps you retain current customers. According to Roper Public Affairs and Corporate Communications, 61% of consumers feel better about companies that send them customized content. When you learn more about your customers, you can create content marketing campaigns designed for their desires and needs and increase the likelihood of them continuing to purchase from you.
  • Content marketing reveals your expertise. Original research, case studies and in-depth analyses can all provide a deep dive into data for your audience as well as establish your company as an expert in your space. Plus, 58% of successful marketers saw sales leads as a benefit of original research.
  • Content marketing can save time. Often your sales team answers the same questions repeatedly. Creating a blog post on costs of your products and services or what is required to get started can save your sales team time answering questions. It can also help distinguish potential customers from those who aren't a good fit for your business, preventing the sales team from wasting time talking to those unlikely to convert.

Consult the Experts in Content Marketing Services

Our team has created numerous content marketing campaigns that bring leads and drive growth for B2B companies. We're the experts in KPI-driven campaigns that get people talking. Chat with our team about how we can enhance your business' presence on search engines, social media platforms and everywhere your customers are.

Topics: content marketing