Content is the King – there are no two ways about it. And when it comes to B2B marketers, content marketing is as crucial as it can get. Especially in modern SEO, there is a pressing demand for generating high-quality, fresh and relevant content. And if you meet all these needs then your customers will be able to trust you more and more people will start availing your services.
Besides traditional advertising, blogging is steadily becoming a primary avenue using which many marketers are generating steady leads. In fact, according to a stat, blogging consistently has led to B2B marketers generating 67% more leads than marketers who do not.
Why is content so important in today’s climate, and why it is especially crucial for B2B marketers? Let’s dissect this further…
1. Content Marketing Creates An Authority In The Market
When you want to build your authority in the market, you have to somehow communicate with your prospects. Now, the question is,
How will you communicate with such a vast audience all at once?
Well, the answer lies in content marketing. You can write your thoughts and market them in such a way that it reaches your target audience. This will not only build your authority in the market but also will cement your brand’s position amidst the audience as well as the competitors. And the customers flock to the brands that have authority in the market, not to someone who has no standing whatsoever.
But how will you create an authority in the market using content marketing? And how will you get more and more leads in your sales funnel?
It’s not as difficult as you might think.
In fact, it’s quite simple.
All you have to do is to follow the basic principles of content marketing, that is – showcase your personality and engage your audience. And funnily enough, when you start showcasing your personality in your content the audience will itself start to engage with you. You wouldn’t have to go out of your way to reach out.
The way to showcase your personality is by telling the stories, writing informative and engaging blog posts. Your stories can be about anything, as long as they are useful to the audience. For example, if you are a new startup, you can narrate a story about how you acquired your first 100 customers. Or if you cater to a technical audience, you can tell a story about some wonderful tech discovery, what you think about it and how it might be helpful to the people. If possible, try to add a dash of humour to your stories to enthral your audience.
2. Visually Aesthetic Content Reels In The Leads
Some people think that content marketing is all about “writing” the content. While written content is the most powerful form of content marketing, however, it is not your only option. To garner more and more leads, try to play around with the content. That is, leverage other forms of content marketing.
Like informative videos, infographics, visually attractive images and more. All in all, people who diversify their content marketing strategy end up generating more leads than those who are only leveraging the written content.
According to a report, when people hear information, they’re likely to remember only 10% of that information three days later. However, if a relevant image is paired with that same information, people retained 65% of the information three days later.
Our brain is wired to reflexively respond to visual things, it is as simple as that. Thus, marketers who are captivating their audience using visual content are generating unparalleled results.
3. Content Marketing Helps In Providing A Solution To The Audience
There’s nothing more imperative in a business than being able to provide the solutions to your audience. Because once you solve your customers’ problems, they are sure to keep coming back for more. And it is highly likely, a satisfied customer will refer you to more people.
And Content Marketing is the best way to solve the problems of your audience. Because your product holds no appeal whatsoever to the audience unless it solves their problem. So, creating informative, helpful and insightful content will your leads. But don’t use your content to promote your product, don’t mention your brand in a salesy manner and don’t try to persuade the viewer into availing your services.
However, if your content actually solves your viewers’ problem, they will automatically get converted into your customers.It’s a win-win situation for all. Because, while you solve your customer’s problems, your content marketing generates leads that lead to conversion and return on investment.
4. Creating Optimised Content Helps You With SEO
SEO is as old as the hills. Or one can say as old as the web itself. And it is equally important, if not more. And there are no two ways about the fact that content marketing is one of the top ways to improve your SEO efforts resulting in better Google rankings.
All these reasons are enough to discern that content marketing is indeed crucial for your B2B lead generation. Apart from the aforementioned reasons, content marketing is crucial for digital marketing as well. From social media strategy to email marketing, content marketers are needed in every domain. Because what is email if not content? And the images, videos and social media posts also entail content marketing.
So, what are you waiting for? Start generating great content today and see the results for yourself.
Deepti is a senior content writer with AeroLeads. She spends a lot of time brainstorming ideas and writing marketing and sales content. She also has a knack for writing and reading about politics and prevalent social issues and regularly pens letters to the Editor of The Hindu newspaper. When she is not working, you’ll find her socializing with friends or binge-watching Netflix. (And devouring sushi).