Effective Content Marketing Services for B2B Companies
There are many potential benefits to pursuing content marketing for business-to-business (B2B) companies, from increasing website traffic and lead generation to improving conversions, building brand awareness, and providing prospective customers with solutions to specific problems and challenges.
A comprehensive content marketing strategy will entice prospective leads, help retain existing customers, and even provide your best clients with resources to help them pass along referrals.
Here’s a brief rundown of several helpful B2B content marketing services to attract, engage, and delight customers regardless of their businesses or industries.
What Is B2B Content Marketing?
Businesses across various industries face stern competition for attention and revenue. In a marketplace where consumers increasingly have the upper hand in terms of access to information about everything from product features to pricing, it is vital that B2B service providers demonstrate their expertise by providing answers to potential problems or questions when and where the customer needs them. Providing content that legitimately fills these needs will help establish you as an authority that can resolve their issues—the first step in building a business relationship.
B2B content marketing is the utilization of highly targeted, well-researched, and expertly crafted content that answers customers’ specific questions and solves their problems.
Effective B2B content marketing leverages blogs, landing pages, email sequences and other forms of digital content to provide valuable information and conversion opportunities. This strategy creates a direct avenue for prospects to follow. Better yet, customizing the proven inbound methodology along inbound marketing and sales platform HubSpot’s Flywheel maximizes a campaign’s potential by speaking directly to their desires and mindsets along each stage of the Buyer’s Journey.
By providing the right information at the right time, your target audience will learn about your capabilities, and be able to reach an informed decision on whether your products and services are the appropriate solution for their business challenges.
Why B2B Content Marketing Makes Sense
With the world having shifted online due to the coronavirus pandemic, and business owners increasingly utilizing digital and virtual platforms for everything from transactions to meetings to searching for product and service providers, effective content marketing is more important than ever. If a website doesn’t feature engaging, fresh, and relevant information that speaks to prospects and customers, visitors will gravitate to a competitor that does.
Marketing research and digital trends hub Think With Google dubs the decision-making moment when an ideal customer conducts research before making a purchase the “Zero Moment of Truth.” It’s obviously very important they choose you!
Marketing research and guidance hub the Content Marketing Institute’s “B2B Content Marketing Benchmarks, Budgets, and Trends: Insights for 2023” analysis underscores the increased value companies gain from utilizing effective content marketing services to reach and grow their target audiences—finding a whopping 71 percent of those surveyed report such tactics more important to them in the past year.
Effective B2B Content Marketing Services
The following are several key components of an effective B2B content marketing strategy:
SEO Keyword Research
Conducting keyword research utilizing Semrush or Moz will help identify critical words and phrases relevant to your business and industry. It’s also useful to research competitors’ websites to discover what’s working for them. Once you learn these important terms, you can begin to craft a content plan on how to maximize them within the context of your company’s product and service offerings, and grow organic traffic.
SEO-Driven Blogs & Resource Pillar Pages
Weaponize those keywords and phrases by crafting well-researched and well-written blogs, pillar pages, and other pieces that provide true, meaningful value for prospects and customers. The more thoughtful and helpful the content, the higher the search engines will rank these! One of the goals here is to establish your site and your company as trustworthy authorities in your particular space.
Targeted Email Campaigns
Ensuring target audiences receive and engage with such meaningful content is another top priority. Be sure to pass along information about special promotions, offers, and deals, as well! This fosters direct communication between prospects and your brand, and helps build trust. It’s also critically important to analyze the effectiveness of this correspondence, to see what works and what’s a waste of time, money, and resources. Attain crucial insights via segmentation and A/B testing, and factor them into future campaigns!
Website Pages & Appropriate Calls to Action (CTAs)
Calls to action are vital components of effective content marketing. Be direct and to the point about what you’d like visitors to do. If you’re asking for personal information such as a name or contact email, you must prove you’re worthy and that doing so will provide them with something meaningful and beneficial. This demands thought and consideration. What do you wish them to do? Why should they? What’s the benefit to them?
Social Media Posts
While it’s important to note that organic social media is an increasingly difficult component of B2B marketing, it may be appropriate for certain types of businesses. Crafting messages for company or industry influencers to share on LinkedIn, for example—especially if they’re related to an upcoming event or piece of research from your firm—can be a highly effective tool for establishing brand awareness and expertise.
Including video elements in your content campaigns accomplishes several key objectives. Video adds depth. It catches potential customers’ eyes. It’s also a popular medium for those looking to learn about a company, products, and services.
Streamlined footage of your operations at work or brief interviews with team members and satisfied clients and customers speak volumes, and truly resonate with viewers. It’s multi-sensory, as opposed to a standard email or blog post. Video additionally increases time on site, and can also be chopped up and utilized for social media platforms—further spreading the word about your business, and reaching more prospective customers. Who knows—they might even go viral!
Landing Pages With Relevant Content Offers
Including specific instructions about claiming a relevant offer or discount, participating in an upcoming event, or benefiting from another promotion via a designated webpage helps prospects move further along in their purchase journey. Direct prospects to your landing page!
White Papers & Ebooks
While consumers have become wary of providing contact information in return for gated content, the key to a successful white paper, ebook, or research report is to provide value. For B2B marketers, this offers the opportunity to create industry-specific reports, ebooks about solutions to specific pain points, or white papers on future trends within a specific space. The more targeted and focused your content is to your readers, the more likely they will be to engage with it.
Morey Creative Studios: B2B Marketing Experts
As you can see, no two B2B content marketing campaigns are the same—all feature different elements that should be tailored to the needs and preferences of the audience you are hoping to reach. To ensure the best results, enlist the expertise and services of an experienced and knowledgeable team with proven results, such as Morey Creative Studios!
Morey Creative Studios is a New York-based Diamond HubSpot Partner Agency specializing in B2B inbound content marketing, web design, digital accessibility, and sales enablement. Contact our team today to create the ideal B2B marketing strategy for your business.