Is your team using content marketing to generate B2B leads? If not, it can take weeks or months for B2B shoppers to convert your customer journey into brand awareness.
While digital marketing works best to drive B2C direct sales, content marketing is especially useful for B2B buyers. In fact, did you know that 92% of B2B marketers say their content is their most valuable marketing asset?
Learn more about why content marketing is so important for B2B lead generation and the best way to use it in your business strategies.
5 Ways to Use Content Marketing for B2B Lead Generation
Why spend time creating all these different types? When it comes to creating B2B lead, you can use content marketing in the following ways:
1. Increase brand awareness.
Traffic to your website is directly related to your search engine rankings. The higher your business’s search engine results pages (SERPs), the more impressive you will be to your target audience.
A higher search engine ranking will be sure if you optimize your landing pages, blog posts, and social media content with targeted keywords. So many B2B customers will know your brand and products/services so you can fill your sales pipeline faster.
2. Educate your target audience.
According to Google’s guidelines for measuring search quality, your search engine rankings are based on EAT:
- Permission is granted
- Providing educational content increases SERP housing and attracts new people to your brand.
Teach them something useful and valuable when they visit your website and strengthen you as your business leader in your space. Then your audience will begin to trust the advice of your experts. And they’ll be smarter, learning from your sales team’s dish.
Even if you’re not ready to buy, feeding managers with sales like this will show you why your company is the best choice in this regard.
Think of ways to customize your products for each customer. Really think about what else to learn at each stage. At that point educate them in an locks in way.
3. Build trust in your company and products/services.
Consumers want to help companies provide free content that is useful and beneficial to the business. This allows them to genuinely care about their audience and want them to succeed.
But case studies, blog posts, and downloadable content need to be relevant to your audience. And it requires a deep understanding of your client’s pain and goals.
If B2B buyers are getting your content you want to feel like your company knows what is going on. You also want to make sure your company can get you out of a tough situation.
Building these kinds of relationships with your customers will build loyalty and can increase your conversion rate.
4. Drive engagement and conversions.
Every piece of content should have a promotional CTA. Sharing information or recommending readers find out more about that topic gets you a conversion every time a visitor tracks your CTA.
To increase engagement (and conversions), consider creating questions, tools, and surveys for magnets like these. Because it’s fun, engaging, and highly shareable. So you can easily make it for email marketing.
5. Generate more leads for your sales team.
Users are considered eligible leads when they sign up for your email newsletter or change their email address to receive lead magnets or content updates.
These leads basically tell your sales team that they found your content interesting. But they also show that your business is worthy of trust and attention.
Since your content has significantly upgraded leads, your sales team needs to close the deal. They want an enchanted audience that wants to see how your product/service can help them improve their B2B business.