Content marketing is an affordable, long-term, and customer-focused tactic for generating traffic and leads. It’s key to successful B2B inbound marketing at a time when communication is a racket, not a conversation.
Back in the 70s, they reported that the average person saw between 500 to 1,600 ads per day. Fast forward to 2022, and although there are no official figures, the average person is now estimated to encounter between 6,000 to 10,000 ads daily. So it’s no surprise that 11% of the world’s internet-connected population runs adblocking software.
With more ways to communicate, consumers have become hyperaware of ads and sales pitches and don’t like them. So, before you win their money, you now need to win your customer’s heart. And this is why content marketing is essential.
Content marketing provides various benefits to make an environment fertile for sales.
Content helps websites rank highly in search results.
It reduces the cost per lead.
It builds trust better than interruption tactics (e.g., ads). It creates versatile collateral that can be used across all channels.
- Case studies
- Customer testimonials
- Thought leadership whitepapers
- Collaborations with other trusted names
- Webinars and podcasts
Content marketing allows B2B companies to show they care about the same things as their customers. Building a relationship is essential in B2B because you rarely sell at volume as B2C companies can. Most B2B companies are niche rather than mass market, so while the customers are fewer, the value per customer is much higher.
According to an IBM Digital Experience Survey, 56% of marketers believe that personalized content promotes higher engagement rates. The more you can engage and build a relationship with your audience, the easier it is to secure sales that become partnerships, upsell opportunities, and more.
Content marketing is affordable, cost-effective, and supports long-term growth.
Quality content supplemented with a good SEO strategy creates long-lasting results that compound over time. Once created, content has almost unlimited potential to drive earned, organic traffic to your site without competing over the top spots for ads.
So while the upfront cost of content marketing might seem high, in the long term, compared to paid advertisements, video marketing, and traditional marketing, content marketing is considered one of the most cost-effective tactics.
Each piece of content you create can be recycled, updated, and repurposed for a fraction of the price it took to make. So unlike other marketing tactics, the more you use your content, the cheaper it becomes in the long run.
Content marketing, if done well, is an asset-focused investment that provides value over time.
When we think about ROI in content marketing, things get muddy. All too often, marketers try to amalgamate content’s financial and strategic value into one metric: campaign ROI — Content is created to support a campaign, and that campaign’s success measures the importance of that content.
A whitepaper that supports a campaign offers financial value attached to that campaign. But when it moves into your resource library as a downloadable asset, it provides strategic value. So when measuring your content marketing, ensure you know what challenge you’re trying to solve.
Once created, you can use your content assets in various ways across all sorts of platforms. You can optimize a video for LinkedIn and your website, turn the transcript into a blog, and so on.
Content marketing works
Content marketing is buyer-centric, compounding, measurable, and scalable. It consistently performs more reliably than almost any other tactic, which makes it one of the best foundations for building marketing success. From blog posts to podcasts and everything in between, unique, consistent, and valuable content is the best way to connect with your audience on the most practical level.
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