February 18, 2019
B2B content marketing strategy
Content marketing is an important part of any modern marketer’s toolkit. In recent years, we have seen the significant effect that content has had on marketing, creating an impact that traditional advertising has been unable to achieve for decades.
We’ve seen content bring more traffic to sites, engage target audiences, and help marketers build trust and credibility. Good content also educates customers, gives readers a reason to stick around on your website, and helps move buyers through the customer journey quickly.
So why does content work so well? Essentially, good content provides value to customers. Value is created when customers see your content and they don’t feel like they are being marketed to. They also feel like they’re gaining something for nothing by reading your content.
Unfortunately, not all content is valuable.
The problem is this: companies are producing too much content — and for the most part, they’re publishing content that doesn’t engage, inform or do anything for the reader. Instead, companies are churning out content just for the sake of it. As a result, the internet is full of junk content that provides nothing of value. And this deluge of mediocre content isn’t helping anyone, not customers, and certainly not marketers.
What junk content means for B2B marketing
According to Forrester, key decision makers in the technology industry believe that material generated by B2B companies is worth little — and this perception continues to rise year by year. The Forrester report found that 57% of key decision makers believed that the content they came across in 2018 was useless; this was a significant jump from 50% in 2016.
If you’re a B2B marketer, it’s more important for you to get your content marketing strategy right. This is because people reading content from B2B companies are expecting higher quality content. They want to read content that’s useful and informative, as well as deeper and substantial.
Content hacks for B2B marketers
The adage “show, don’t tell” applies here. B2B customers don’t care for content that merely describes what your products do. They are interested in knowing how your product works and how it will solve their problem. The best way to do this is to provide examples in which problems are explained and how your product was the best solution for the problem. They can be in the following forms:
Remember: customers also have short attention spans so you can forget about publishing that 7000-word-long thesis on data-driven marketing, as impressive as it may be. For content to be engaging, it should be short and concise, and key points should be highlighted. Writing remarkable copy isn’t easy, but if you make the effort, you will be rewarded by a more engaged audience.
Finally, it’s important that you measure the results of your revamped content marketing strategy; you need to see what resonates with your audience and what sends them away. Website trackers are one way you can assess a reader’s engagement with your content. You can also go one better by sending those engaged readers to gated content for lead generation as per the Autopilot template below: