6 Compelling Ways to Use Content Marketing to Increase Sales

Video marketing is on the rise, and B2B marketers are using videos to create how-to, branded, explainer, influencer marketing, product review, event coverage, etc. Organizations are also utilizing webinars, live video, and ephemeral video content to cater to different content consumption preferences. The purpose of B2B content marketing is to instill trust in the minds of consumers that stems from empathy. If your content is particularly shareable, people around the web will link to it. Google Search Console will show you what kind of sites are linking to you, and you can use that information to inform your future content marketing efforts.
We also covered how blogging can help your SEO performance, which in turn helps with brand awareness. Each of these stages will require different types of content to appeal to buyers at different stages of the decision-making process. Content is king, and in today’s competitive marketing landscape, companies from all around the world are jumping on the creative bandwagon to connect with their customers. Roughly 97 percent of surveyed industry experts stated that content marketing was part of their marketing mix in 2021, whereas less than 80 percent of organizations had a strategy in place in 2019. Despite all of these upward trends, however, there is still some room for improvement when it comes to tracking content marketing metrics. Only half of the surveyed marketing specialists indicated that they tracked metrics such as page views, social media engagement, or conversions to understand how their content performed in 2021.
The value of a SME extends beyond the content they can help you create but also enables you to repurpose content into other formats and eventually build a community. Google doesn’t reward your ability to just create content for one keyword, but instead focuses on how well that content fits into the context of your site. Marketing Automation From digital transformation strategy to scaling your digital business. LinkedIn is especially used by B2B companies for marketing campaigns. Also, brands accept the power of Instagram and try to create their brands’ hashtags to help create relevant conversations.
Ideas and topics that they can talk about for days simply pour out of them. More often than not, people want to buy from businesses they know, like, and trust. For personal brands, this is an incredible way to build relationships with your audience over the internet. Your viewers get the benefit of watching you, listening to you, hearing the inflection of your voice and getting a sense of your personality.
Although the vast majority of B2B marketers report using some sort of content marketing, many teams fail to generate the results they desire. Part of that disillusionment comes from the belief that “doing content marketing” starts and stops at having a blog. As we mentioned above, once a piece of content is published, the real work has only just begun.
Outside of blog posts, many brands also invest in the creation of ebooks, whitepapers, reports, testimonials, case studies, sell sheets, and videos. I think with the pandemic, it’s been cool to see the rise of user generated content. We have transitioned from needing a full production team, studio set up, etc for great content but now, you’ll see big brands using customers’ pictures and videos just shot directly on their iPhone.
Content marketing is all about magnetizing ideal customers to your brand. It isn’t about pushing your products or services in front of their noses and hoping they’ll bite. You’ll probably create tons of blog posts, but if you’re strategic, you’ll use your blog as just one channel in your content campaigns. At the top of the funnel, design your marketing to raise awareness for your business, brands, and products. Measure traffic from channels like Google, Facebook, and Twitter. Failure to provide an ascension path from every piece of content you create isn’t just bad marketing—it’s a bad user experience.
It is also essential to understand how often these platforms can change and the rate at which new social media platforms pop up. Having some kind of presence on the most popular social media sights means that your audience will always be able to see and engage with you. Marketing teams that wield content strategically across the funnel can build trust, accelerate sales processes, and contribute directly to their companies’ bottom lines. At this point, you should understand what makes B2B content marketing unique, what it looks like across stages of the customer journey, and how you can maximize its impact. At the outset of digital content marketing, teams largely thought about their impact at the top of the funnel.

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