Content marketing is undoubtedly the key to successful marketing campaigns – there´s no doubt about that. But for a number of reasons, it seems that B2C marketers find it easier to take advantage of the benefits it provides. B2B marketers, on the other hand, may find it challenging to adopt a content strategy, simply because their content is not shareable or viral in the traditional sense. However, content may still play a critical role for B2B marketing if they find the right context to implement content marketing strategies.
According to an article I came across on the Business 2 Community website, B2B marketers can use content to generate leads by focusing on specific goals, such as engaging customers and/or prospects, raising brand awareness and driving sales. By engaging customers, brands can establish relationships which can then result in content being shared and boosting the brand´s reach, potentially engaging more prospects. This cycle will then continue.
Since one of the main benefits of content marketing is that it increases visibility, brands should also make sure they offer value and provide relatable content. Even if it is B2B focused, a marketing campaign should still evoke an emotional response by showing customers that the brand cares for their needs and is ready to provide solutions to their problems.
But there are also challenges that should be overcome. Creating engaging content is not always easy and brands need to invest in the right people to do this. Sometimes, marketers fail to understand that content marketing only works if it is consistent. Implementing a successful content strategy can take time, but the results can be well worth it, Business 2 Community claims.
If you are struggling to keep up-to-date with your content, why not consider outsourcing to M2 Bespoke? We are a team of content generation specialists, with many years´ experience in writing for a variety of sectors. If you want the stress of producing regular content to be taken from you, leaving you to focus on other important aspects of your business, contact M2 Bespoke today and we´ll talk you through the options.Ben Hollom
July 15, 2014