Why Content is King in B2B Business. - Apprise Marketing Services - AMSB2B

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As a B2B marketer or a business owner, we all are quite familiar with the term ‘content’. In B2B business content marketing is the marketing process for creating and distributing relevant and valuable content in the form of videos, whitepapers, E-books, etc to attract, acquire, and engage a clearly defined and understood target audience with the prime objective of influencing customers and selling more products or services.

It is no secret anymore that in today’s age and time content is king and possibly the best way to take your marketing to the next level. A content marketing strategy can leverage all story channels (print, online, offline, in-person, mobile, social, etc.), be employed at any and all stages of the buying process, from gaining attention to retention and loyalty strategies, and include multiple buying groups. An overwhelming 91% of business-to-business (B2B) marketers use content marketing, according to the Content Marketing Institute.

Good content is the cornerstone of an effective marketing campaign whether it be online or offline. Through your high-quality content, you establish yourself and your organization as trustworthy experts in your field. The content you create communicates your message, educates your readers, and persuades them to purchase your products and services over your competition. In fact, providing high-quality content is one of the most important things you can do to attract clients and create interest in your business.

Growing demographic diversity, the adoption of digital marketing technologies, and the hunger for more quality content or information regarding products or services among consumers have altered how they get information and how they perceive branded communication messages.

If executed properly, content can help businesses achieve goals such as:

1)Wider brand recognition and awareness
2)Boosted website traffic/audience
3)Increase in lead generation goals
4)Client Engagement

Need for Good Content

Nowadays prospect’s from almost all fields are hungry for good and valuable information about the product or services they’re looking for in the market. Let’s take an example from us – We all research for products and services online before making a purchase. We study different cars, compare prices and features, even before entering the showroom. We compare & research for almost all products before buying them.

I personally believe that creating good content and planning its promotion is one of the most prominent ways of generating new leads for a business. It is a strategy that never fails to show its importance in all B2B marketing strategies. Properly planned Content syndication campaigns enable your audience to find you and reach you through your useful and informative content.

People want good content that helps them make good decisions, but they don’t like being sold. Customers are less responsive to over advertising and traditional sales tactics, whether it be a B2B or B2C market. According to research, more than 60% of prospects prefer to learn about companies through articles, blogs or their content instead of advertising. So making this content available to prospects is equally important as to designing products and services for them.

Effective content can help you build strong customer relationships. When you produce and promote quality content matching the interest of people, it’s likely that you’ll hear from more people who have already seen some or whole of that content. This means that by the time someone contacts you, they’ve already seen your expertise in your field, and know that you’re qualified to help them solve problems. It showcases your subject-matter expertise and gains trust by highlighting important topics that affect your prospects. Well-crafted content can draw traffic to your website and social media accounts, also boost your performance on search results pages and give audiences the opportunity to share your content with their friends.

One of the major challenges every B2B marketer faces is that of increasing the marketing ROI. Of all the marketing strategies out there, content marketing provides some of the highest ROI. According to The Content Marketing Institute, Content promotion generates more than three times as many leads as other advertising methods — and costs 62% less.

Some Key points reflecting why content matters so much in B2B:

On average, B2B marketers are spending 40% of their budgets on content creation and promotion strategies.
54% plan on spending more next year.
All content tactics are being used more frequently, with whitepapers, research reports, videos, and mobile content seeing the largest increase.
On average, B2B marketers are using five social distribution channels, the most popular being LinkedIn and Landing pages.
The main challenge in 2019: Producing engaging content – Quality over Quantity.

Some Amazing facts about Content Marketing:

1)B2B audiences most recently consume content about technology (45%), ahead of content about small businesses (24%) or workplace/personnel (21%).
2)One-third (33%) of B2B audiences read blogs or articles about business-related topics. One-fourth (25%) read reviews most often.
3)B2B audiences most frequently encounter business-related content through search engines (87%) and social media (85%).
4)Audiences consume business content to stay informed about business and industry trends (45%) the most. They also consume B2B content to research a company’s products (19%) and decide about whether to purchase a company’s products or services (20%).
5)An overwhelming majority of B2B audiences (88%) consume business-related content online at least once a week.

To sum up…

The cut-throat competition in the online world means your company should create ‘good’ content that helps the audience and customers to solve their problems or answer their questions w.r.t a specific product or service in order to stand apart from the crowd and be heard over the vast amount of online noise.

Not only good quality content, but content promotion strategies as well must be effective to help develop your reputation and visibility online as well as offline. There are definitely times when syndication makes sense. It is all about understanding the reputation and visibility benefits and also assessing how it fits into your long-term plans for your own website and business.

Many B2B marketers suggest spending more time promoting your content as you do writing or creating it. Because…

If you’re not putting your relevant content in relevant places – You don’t exist.

Apprise Marketing Services – AMS has proven expertise in content promotion and syndication for clients with varied nature of businesses. We successfully deliver content syndication campaigns and generate MQL’s across all verticals and geographies in the given span of time.

To know more about our content promotion services reach us at info@ams-in.com or visit www.ams-in.com.