Content Marketing: The ultimate tool for B2B companies

According to the latest reports by Content Marketing Institute and MarketingProfs, 93% of B2B marketers use content marketing to distinguish their companies in a highly cluttered market. It is necessary to stand out from your competition if one needs to be known to the target audience.

So, what exactly influences your target? Imagine you are looking for a product to buy for yourself. What is the first thing you would do? Considering that it is the age of Internet and smartphones, you would probably research your desired product. This would consist of reading reviews, functionality of the product, extra features, testimonials and so on.

When it comes to a B2B, the picture is no different. Lead generation is one of the primary targets of B2B content marketing. It is therefore necessary to keep your prospects updated about what your company is doing and how it can be helpful for them.

Effective content marketing includes making your company’s presence felt through ways such as:

  • Interactive social media pages on LinkedIn, Facebook, Twitter, Google+ and similar platforms.
  • Testimonials of work done for other companies, creative and attractive infographics, images and videos explaining what you do help in giving your prospects an insight into the quality of work that your company does.
  • Live webinars or video recordings of webinars, with relevant topics to be broadcasted and discussed, that help to gain the trust of the prospects.
  • A blog, which is constantly updated and filled with information related to the company or highlights of webinars or conferences. This updates your prospect on your company’s progress.
  • Case studies, white papers, newsletters, and other collaterals that form the more serious and business related part of your company and client achievements.

Content Marketingfor enterprises

In the US market, the budget allocated to B2B content marketing rose from 26% in 2012 to 33% in 2013 (CMI and MarketingProfs). This upswing in spend clearly shows that content as an influencer plays a crucial role in the marketing process. Content marketing is one of the most widely used quintessential marketing tools. Considering that 62% companies today outsource their content marketing, would you do your content development internally or outsource it to experts who know the science behind successful content marketing?