Let’s get serious about B2B content marketing.
Enrico Lugnan
The Digital Marketing Concierge | Managing Director @ BBrainz | Digital Strategist & Growth Hacker
The world is evolving.
Everything is changing, and people are getting immune to marketing and advertising strategies and B2B marketing is not an exception.
In order to stay relevant and create effective strategies, you need to start focusing on content marketing.
And why is that?
Because content marketing can change how today’s consumers think.
For almost 90% of B2B marketers, content marketing is central to customer engagement, lead generation, and sales opportunities because it works better than traditional outbound marketing.
Did you know that content marketing generates 3 times more leads than outbound marketing and costs 62% less?
Did you know that when companies use a content marketing campaign, they increase conversions on average by 6 times?
Did you know that the best content marketers push approximately 8 times more traffic to their websites?
Well.
Everything’s true, and believe me, content marketing is gaining more and more relevance in the industry (87% of B2B companies in the U.S. are engaging in B2B content marketing. 22% of them are spending half of their budgets on CM) that’s why companies like Lenovo, Hubspot, Salesforce, and SecureWorks are developing hardcore content strategies.
For instance, in order to increase brand awareness, Lenovo created , a digital content hub that delivers latest and most- trusted tech news to IT decision makers in SMBs. TechRevolution heavily engages the target audience, funnels qualified marketing leads to the site and directly connects Lenovo executives to consumers.
Their strategy was wildly successful and featured 252 articles with 34m impressions, 308k link clicks, 170k new web users and $30 million in sales in just 9 months.
On the other hand, Salesforce, the American cloud computing company, wanted to increase their website traffic and lead generation in the UK. For achieving this goal, they created what may have been the world’s first stop-motion Slideshare. The results? 80% increase in web traffic and 10,000 downloads of their customized eBook.
It’s important to know that your B2B content marketing strategy needs the right buyer to target the right people through your content on the right platforms.
Get into B2B content marketing and make sure that Social media is a big part of the campaign execution!
Help CEOs gain 20hrs/wk by building an efficient team that operates seamlessly without your 24/7 involvement | Done For You Hiring | Operations Strategy Session | The Ultimate Delegation System | DM me
6 年Great article Enrico, content marketing is timeless in my opinion. If you can give your audience value through content, they will always come back to you.
CEO Command Your Brand - We Book Podcasts ??? I Relate Public Relations to Real Events and Teach about the Roman Empire ?? Girl Dad of 3 ??
6 年I have to agree to a point
Brand Strategist - Omnichannel Marketing -Corporate Communication - Digital Marketing
6 年This has been said for years now. But that doesn’t make it less relevant. Most people working with pr, SoMe, marketing etc. are fully aware of this but only very few execute it. Why? Because it’s difficult to meassure the ROI, which means the overall management team won’t approve Content Marketing as a primary pull factor and a strategic asset...eventhough it’s the most crucial way of communicating and future proof your brand. Sadly, most brands are still running noisy and annoying sales campaigns since they want instant results (ROI). A brand must communicate as a person to the people it wishes to attract. Quick-fix solutions, noisy sales ads, tacky punchlines died when FB entered the scene back in 2004.