Content marketing for B2B has its own way to go through. Get familiar with this route to take firm steps for your business.
Research shows that %93 of B2B buyers search for a product or service on Google before landing on your website. Therefore, you need to create interesting and appealing content to attract your B2B customers. Your website and your products or services can be much more inviting with content marketing for B2B.
Well, content marketing is vital for getting more leads and increasing sales. Here are 5 top reasons why you need to focus on content marketing for B2B:
Content marketing is a tool for telling engaging stories.
Food Company CatchOn did an experiment that proves storytelling is a powerful marketing strategy. Customers gave different reactions to two different presentations of food service.
One of the meals was introduced with a card on which the ingredients were written. Then, the chef himself introduced the other one telling his own inspirational story about the meal. The group that listens to the story enjoys a better dining experience than the other group.
Content marketing channels like social media, videos, and SEO-friendly blog posts allow you to build your own storytelling branding. Therefore, you can be more attractive by telling the adventure of your company and brand, not just giving information about your products or services like meal ingredients.
B2B marketing is also about people and emotions. They need a reason to prioritize your brand instead of any other company in the globally competitive market.
Contact us to learn more about storytelling for B2B.
Content marketing humanizes your company and helps you gain trust
Almost all customers have at least an account on social media platforms. Many of them share their thoughts and feelings and get emotional sometimes virtually. Companies just like humans show some kind of personalities of their own with content sharing. People need interactions with people, not a company just focusing on selling their products.
According to research reported by Binet and Field, companies that appeal to the emotions of their B2B buyers are much more successful in the long term than ration-based companies. However, this doesn’t mean the rational level of the company is irrelevant to the success of content marketing. On the contrary, people make their decisions based on emotional and logical thinking processes.
Content marketing increases exposure effect on your customers
People spend a considerable amount of their time on social media channels like Twitter, Facebook, Instagram, or YouTube. They consume a lot of content on their cell phones or laptops.
They hate advertisements but love watching videos on YouTube or reading engaging blog posts satisfying their curiosity. As a result, your company’s content on social media increases your visibility and exposure effect on your customers.
We love what we are exposed because it builds familiarity. For example, we know from statistics that air travel is safer than land transportation because of traffic accidents. However, we are more likely to be afraid of airplanes. This is based on our level of familiarity. We are more exposed to cars or buses than airplanes in our daily lives.
Brands and companies need familiarity in our digitalized social lives too. That’s why Google doesn’t need advertising or content marketing. Yet, we use it every day, everywhere.
Content marketing generates higher revenue with lower budgets
For a fresh start of content marketing, it is enough to know how to use social media. If a B2B buyer uses a search engine and finds your website, your website or social media channel is more likely to be seen on their other searches due to the Google algorithm. This can be very profitable with a relatively low budget.
Also, 9 out of 10 customers say they will choose you when buying is on.
Search engine optimization (SEO) and social media optimization (SMO) increase your visibility. Only 6 hours a week invested in social media marketing bring many benefits, especially more for B2B than selling to customers.
Learn more about SEO and content marketing on our blog.
Content marketing supports your network and relationships
Since the pandemic began, face-to-face B2B interactions have become challenging. Especially webinars, online courses, and educational activities have been increasing.
Many companies adapted to the hybrid working model, allowing employees to collaborate from their home, office, or any other place with a virtual connection. Therefore, many networking and B2B relationships are built remotely through social media and other content marketing.
The delivery of content marketing is just one face of the coin. Also, responding to B2B buyers’ needs and evaluating feedback through virtual channels compelled companies to create innovative and facilitative tools. For example, Adobe prepared 18 online forms designed in Adobe XD to fill in the place of face-to-face interactions while working with the UK Bank TSB.
Entrepreneur Simon Morris says, “These forms have then been used to process more than 80,000 online interactions through Adobe Sign, our cloud-based e-signature service. This has saved over 15,000 branch visits.”
In conclusion, social media and blog posts, articles, webinars, infographics, whitepapers, and online courses you offer to B2B buyers will be proof of your expertise in your niche area.
The quality of your content has tremendous effects on your customer impression and helps them choose wisely which company they want to work with. If you see content marketing as an opportunity and gain experience and knowledge, you can grow your brand and company.
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