7 minute read
Content marketing tools and techniques to drive B2B engagement
Updated on July 8, 2020 by Madhavi Vaidya
Your business story is your most valuable asset. Your content marketing has a direct effect on business performance, and is hinged on both what you tell people about your business and how you tell it.
Engagement is key here. Your chances of winning over a new prospect increase along with your engagement levels. Storytelling skills and content have become differentiators in today’s market. Your story can make your customers or prospects remember you, which adds real value to any brand.
Without content it is nearly impossible to survive. Although content is already a part of any B2C marketer’s toolkit, it is becoming more essential for B2B marketers as well.
So for you to be visible and make a difference in a seemingly endless stream of competitors, content marketing needs to be a major part of your overall marketing strategy. It enables you to break down the complex layers of your B2B business for anyone to understand, which can lead to increased reach and sales.
This blog talks about how content marketing can catapult your brand to success. You will also get an introduction to some great content marketing tools and techniques that can enhance your business. But first we’ll share some statistical data that shows why content marketing is the way to go for any company in the B2B realm.
- Important B2B content marketing statistics
- Examples of brands that are fueled by content marketing
- Content marketing tools and techniques to drive B2B engagement
- Benefits of B2B content marketing
Important B2B content marketing statistics
According to HubSpot, enterprises that belong to the B2B industry get nearly 3.5 times more traffic per month if they publish 16 blogs a month.
If these numbers aren’t enough for you to believe that content marketing is ruling the B2B market, here are some more facts that reiterate why content marketing should be your top priority to stand out in today’s market.
- Promotional videos and brand storytelling are the most common video types created by marketers.
- Today content marketing delivers 3 times more leads than traditional marketing and costs 62% less.
- Research says that marketers should spend 20% of their time writing content and nearly 80% of their time promoting content through content marketing.
- Long-form content is more popular amid marketers. Orbit Media’s research suggests that long form content performs 40% better.
Examples of brands that are fueled by content marketing
Anyone can put together a quick content marketing plan and call it a day, but making your content truly effective requires more time and effort. One of the best ways to fast-track your content marketing is to study brands that have already experienced success. This will help you to avoid common errors and learn which areas are worth spending extra time on. Here are some popular brands that are winning the content marketing game right now.
The #GEInstaWalk Campaign
A mix of strategies makes content marketing more viable and effective. GE used Instagram to demonstrate some of their brand values. Through their #GEInstaWalk campaign, they combined influencer marketing and creativity to boost sales and the results were spectacular. GE provided tours of its manufacturing facilities to 6 Instagram influencers, who then posted photos to their grids. The campaign resulted in 8 million views of GE’s Instagram account, 3 million reaches per tour, and some 3,000 new followers.
If you provide a wealth of authentic and helpful content, people will love you for your transparency and dependability. HubSpot is just that–a platform that provides exclusive, authentic content that is very well distributed. Their blogs are incredibly popular and there’s always a take-away that keeps readers coming back to HubSpot.
This is what they deliver consistently:
- Blogs posts that resonate with their niche target audience, often addressing paint points and offering solutions.
- Incredible insights on myriad topics from sales, marketing, and, of course, content and content marketing.
- Content resources such as ebooks that are hugely popular with readers.
- Their certification and partnership programs are popular amid knowledge-seekers who want to learn the latest market trends.
- Video marketing content created for LinkedIn and Facebook.
Yet another example of content marketing worth mentioning, Buffer is dedicated to blogging. Their blogs and guest posts display smart content strategies. By using growth hacking techniques they attracted their first 100,000 users nearly instantly.
The Furrow was first published by John Deere in 1895. The objective of the publication was to provide different types of content to readers while building market visibility in order to create brand recall. Today, they have gone online and their legacy of content marketing continues.
Content marketing tools and techniques to drive B2B engagement
Simply having great content is not enough. If you don’t have the right strategies to distribute your content smartly, you will lose out on big opportunities to market your brand. After all, what’s the point of great content if nobody ever sees it?
While content marketing has greatly evolved over time, we simply cannot forget the influence and support of technology that enhances the very objective of content marketing.
Better tools, bigger outreach–B2B marketers cannot ignore this mantra that proves the importance of using the right tools to accelerate content marketing efforts.
Though a robust content strategy and human talent are paramount and irreplaceable, when it comes to content marketing, tools can make your job easy and convenient.
They can help streamline your content marketing efforts and can even add method to madness.
There are a range of content marketing tools available that meet various objectives. Selecting the right tech tool that aligns with your goals is as a game-changer for your business.
One of the most popular and widely used CMS, WordPress is a powerful tool for those who want to take content marketing to the next level. You can self-host your site through WordPress. It is highly customizable with plugin architecture and a template dashboard that enables you to easily control the look and feel of your web pages.
Another popular content marketing platform that enables users to do thorough research and enables SEO and other marketing aspects for their content is BuzzSumo. It is packed with powerful features and has incredible analytical tools that help micro-analyze loads of content pages and add comprehensive data to businesses.
This tool enables marketers to know about the impact of their content and how to boost its value, which is helpful for improving your strategy over the long term.
We’ve already discussed HubSpot as a content marketing strategy success story, but this list would be incomplete without including it as a tool. Built cleverly to help people with anything related to content, HubSpot offers excellent content marketing tools.
It has a range of free content marketing tools, such as:
- A powerful form builder
- Live chats and chat-bots
- Popup tools
- All-in-one WordPress plugin for marketing
Designed to integrate various functions, HubSpot is an all-in-one platform that helps you build your content marketing program.
It’s pretty safe to say we’ve all used Google Docs at some point. It’s free, easy to use, and has great collaboration features.
Social media marketing
With over 3.7 billion global users, social media is undoubtedly one of the most popular content marketing channels. Create content that is shareable and you will be able to accelerate your business like never before. Consistency and creativity are the building blocks to building your social media presence.
If you are in the B2B domain, your strategy is not complete without this content marketing tactic. Personalizing your communication and messaging through customer-focused email marketing has a huge influence over your customers. Target niche customers and create a personalized email marketing campaign that resonates with their needs and you will build a loyal customer base.
This list is by no means comprehensive. There are plenty of other channels that you can use, such as creating attention-grabbing infographics or podcasts that communicate your brand value. In order to optimize your B2B content marketing, make use of a combination of these content marketing strategies.
Benefits of B2B content marketing
Here are a few more reasons why you should focus on your content marketing efforts:
- Enhance your outreach
- Introduce and educate prospects about your products and services
- Get more leads and conversions
- Build long term relationships with your clients
- Connect with a wider range of people to address their pain points and create solutions for them
- Enhance brand awareness and value to customers and prospects
- Improve overall ROI
Content marketing is a tool and it will only work for you if you have a solid story to tell. Once you’ve developed your brand’s voice, you can start to make use of the best content marketing strategies to tell people that you exist and that you have something unique to offer.