There’s a lot of buzz about content marketing. Over the past few years, many companies have expanded their resources to create more content, even when they aren’t sure of the value it adds to their marketing and sales strategy. However, the struggle remains in convincing C-level executives and sales directors that content marketing is worth the investment. The great news is that when properly implemented, both B2C and B2B content marketing can add significant value to an organization as a whole. These points come in handy when approaching your boss about investing in a content marketing strategy. (We’ve also included statistics to give you an extra boost.)
Credibility: You Are Trustworthy
Have you ever looked up a company and visited their website, only to find that it has just one paragraph of information on it? For many online consumers, a one-page website with little or no information instantly discredits the company. Digital content marketing in the form of written text on a website, videos, images, and social media forms a cohesive credibility piece for an organization. We live in a digital world and a comprehensive website is a company’s business card and brochure in one. B2B content marketing is an excellent way to build a strong a strong relationship with a prospect or new client.
Fact: According to a recent survey, 74% of the general public trusts content from businesses that aim to educate readers about a particular topic (Source: Kentico Software).
Education: You Are A Resource
While some components of content marketing can be focused on sales, the majority of content creation is for educational purposes. Creating educational blogs, web pages, online articles, helpful videos, and social media posts shows your potential customers that you are knowledgeable and an expert in your industry. Educational content pieces give your organization the opportunity to establish itself as a leader and a resource on the products or services you provide.
Fact: B2B buyers seek out 3 main types of content when researching a purchase decision, including: whitepapers (78%), case studies (73%), and webinars (67%). (Source: Demand Gen)
Persuasion: Your Products Or Services Work
Great content marketing focuses on showcasing the benefits of the services or products being offered. An essential part of content marketing is storytelling. An interesting story always builds a connection with the audience by sharing information in a compelling manner. When it comes to content marketing, sharing the story of why your products or services are valuable makes the content compelling, or persuasive.
Lead Generation: Find More Customers
Inbound B2C and B2B content marketing is cost-effective because it focuses on targeting the right audience, with more time on education than on selling. Content is often used as a lead generation tool in the form of e-newsletters, eBooks, white papers, infographics, case studies, etc. When a company “gates” content, or requires a form to be submitted before viewing the content piece, a lead’s information is captured for follow-up. The lead is already partially qualified because the user has shown interest in a topic relevant to your company’s products or services.
Fact: Per dollar spent, content marketing generates 3x as many leads as traditional marketing efforts. (Source: Demand Metric)
SEO: A Great User Experience
Well-written, high quality content is at the foundation of a strong search engine optimization (SEO) strategy. Search engines want to share useful, relevant digital content with online users. By creating useful content, you are improving your ranking with the search engines. Additionally, the more quality blogs, web pages, and online articles you produce, the more likely you are to have those content pieces show up in search results. When a company is prolific in creating content on a particular topic, we have seen them literally take over the entire search results on page one of Google.
Content Marketing Is The Present
B2C and B2B content marketing is a valuable tool for companies because it creates resources for potential and existing customers. In the age of information, it’s important to control the information about your company through carefully conducted content marketing. It’s also a great opportunity to expand your audience and build relationships.
What objections have you heard when you’ve proposed content marketing for your firm?
About the Author: Jeremy Durant is Business Principal at Bop Design, a B2B web design and marketing company based in San Diego, CA. Jeremy has written countless blogs and given interviews discussing best practices for website development, branding, content marketing, logo design, social media, PPC, SEO, and internet marketing strategy.