As business has become increasingly competitive in a globalised world, content marketing has become a key component of any Small to Medium Business’ (SMBs) B2B business’ marketing strategy.
Content marketing offers businesses a chance to win over customers without immediately resort to hard selling. The decline in what is known as ‘interruptive marketing’ – such as pop-ups and other advertisements – has led businesses to seek more covert (and helpful) ways to advertise themselves.
Content marketing helps establish trust your business’ target audience. As of 2017, 89% of B2B marketers are applying content marketing for their organisation.
But, will content marketing work for your SMB B2B business? Find out why it will and more in the article below.
What Is the Point of Generating B2B Content?
B2B content helps establish and nurture relationships with prospects, leads and existing clients. By producing quality content and sharing it on a regular basis, you are setting yourself up for better quality leads and more harmonious relationships with existing clients.
Creating B2B content can be a simple process as long as you approach it with a good strategy. When it comes to B2B marketing you need to be actively pushing content out on a regular basis. However, you also need to make sure that each piece of content will be valuable and in some way distinct.
Below are a few of the primary benefits of B2B content marketing for SMBs.
Provide Solutions to Prospects
Every piece of content you design should provide an answer to somebody’s question. The more pertinent the question, and the better the answer, the more likely you are going to get traction from your content.
Some good suggestions for content that has real value, would be to start a blog, publish your own downloadable guide or prepare FAQ for your website.
Create Value Amongst Leads
Oftentimes future customers will find out about your services after asking their own questions, leading them to yconteou for advice. The more they go to you for advice, by following your content, the more likely they will go to you when they need a professional product or service.
By producing regular content you increase your chances of a prospect stumbling across your business.
Educating Your SMBs Target Audience
One of the biggest challenges when selling your products and services to potential customers is working around their ignorance. As an owner or employee of a business, you know it better than anybody.
Although your products or services might overshadow your competitor’s products or services, you will have a hard time explaining this if your lead does not understand the difference.
By producing high quality content you are giving leads the opportunity to know you SMB as well as your industry.
Soft Sell Your SMB Services or Products
Every piece of content is a sales opportunity. By structuring your content appropriately and attaching a strong Call To Action, you could potentially turn any reader into a lead.
By providing links and offers to your services or products, you are creating a solid foundation for your sales funnel.
The more content you produce, the more likely you will capture a prospect in your web.
Provide Extra Value To Existing Customers
Your existing customers deserve your attention too. Content marketing is one way you can add value to your existing customers.
Especially for B2B marketing, maintaining strong relationships with existing clients is crucial given the long lead times compared to B2C marketing.
Content marketing provides several advantages to your overall marketing strategy. According to Bopdesign, ‘Content marketing costs 62% less than outbound marketing efforts and generate 3x more leads’. That’s a pretty impressive ROI.
For more information about Content Marketing, read The Lead Agency’s B2B marketing blog here. If you are looking for an Australian B2B marketing team to help your business contact The Lead Agency today.