The effective use of content marketing by the B2B marketers is pivotal in achieving the top-of-the-funnel objectives like brand awareness, informing, and educating your audience. And this is evident from a notable YoY increase in those who use content marketing to nurture, build loyalty, and generate revenue. The focus of B2B marketers should be on growing more long-lasting relationships with audiences and delivering results. And that’s one of the most significant differentiating factors for those B2B marketers who characterize their organizations as very successful with content marketing.
The three most noted content marketing goals have been:
- Building Brand Awareness
- Informing or educating audiences and
- Building Trust
While the above-listed goals are pivotal to establish your position in the B2B business, its equally important to consider building subscribed audiences, building and maintaining loyalty with your customers, and consequently generating sales & revenue. Therefore, continuous work on these 3 points is far more likely to achieve the 3 relationship goals with the content efforts when compared with most B2B marketers.
Let’s look at how you can identify the best opportunities through some of the valuable insights discussed below:
1. Prioritize Your Content
Prioritizing your content and organize it where it’s most likely to be seen. Only 2/3rds of content marketing programs prioritize their audience’s informational requirements over their organizational sales. Top content marketing performers craft and curate their content based on the stages of the customer journey. Staying true to your audience’s needs is imperative as much as providing solutions to their questions- addressing audience-focused problems is the key to a well-crafted content.
2. Branch Out
Most marketers use email, their website (blogs, ebooks, whitepapers, etc.), and their social media channels to distribute and reach out through their content organically. But what can really do the trick for you is to amplify your content through channels by:
- Collaborating and publishing for a third-party or guest-writing
- Leveraging media relations
- Speaking and participating in events and webinars
According to a 2020 research by the CMI, shows that 84% of respondents used paid distribution channels last year, out of which 72% used paid social. A well-devised content marketing program enables you to evaluate and measure your results to regularly gauge how well you delivered against your content marketing goals.
Tieing your content marketing goals to your business and measuring your ROI through the key performance indicators (KPIs) is the key- it is vital for your growth, and that’s what top content marketing performers do. According to the CMI, only 43% of B2B marketers measure ROI, and 65% have established KPIs, while 67% of the top performers evaluate their ROI, and 83% monitor their KPIs. Content marketers have started nailing the process of demonstrating ROI.
3. Tailored Communication through Personalization
B2B buyers have evolved over the years, and most now prefer personalized services from their providers, and they expect the same from the marketing content they consume too. It’s the age of personalization, and a large percentage of B2B buyers expect personalized communication from the organizations wanting to do business with them. They expect the B2B content marketers to invest their time and effort in tailoring their content to suit the characteristics and preferences. Your inability to cater to their needs might force them to switch to a provider who does. Of course, B2B content marketers can use readily available marketing technologies such as automated marketing programs (AMP) that can enable them to create personalized content at scale.
4. Interactive Content Dominates
Most B2B buyers have made a shift to more dynamic and more technology-driven content- which is more pertinent, maintains the same relevance, and thought-leadership they’re looking for. And with the emergence and innovation in technology, interactive content is more engaging and more effective in catering to this preference of the B2B buyers. A large chunk of internet traffic has videos and is expected to rise significantly in 2021. It is going to be the most preferred type of content over the standard static type.
Both B2B buyers and B2B marketers are maturing in their perspective of interactive videos, and visual content has also developed and evolved from being a mere top-of-the-funnel marketing tactic to becoming a more effective content marketing strategy through the buyers’ journey. While videos can come in both long and short forms or even live, their efficacy will rely hugely on the storytelling. Apart from grabbing eyeballs from the stunning visuals, it would be equally important to have a content that is highly engaging and one that they can connect with on a more emotional and intellectual level.
What’s Next in Store
Your current content marketing approach should have your priorities set right. It’s about time you stop thinking of content marketing initiative worth investing only if it creates a lead or an opportunity. The better you comprehend your audiences, the more you can lean into data acquisition, which would subsequently give you a lot of insights about your customers. You then will be in a position to leverage that information and personalize your content and offer it to your customers at every stage of the buyers’ journey- never to miss out on the opportunities deeper in the funnel.