In
B2B, content marketing is all about imparting knowledge to prospects so
that it helps to support the company’s overall goals and objectives.
Content marketing can be used to build the reputation of a company,
deliver the required message in interesting fashion and most
importantly, attract prospective clients to the company web page.
Content
marketing is that aspect of marketing that can be leveraged to, first,
build trust of the product or service being offered. Since most business
deals are settled online, prospects look for secure transactions and
trustworthy sites to do business. So, it is with useful and relevant
content, that one can build a solid reputation for the company and its
products or services.
B2B
companies cater to products or services that will be used on large
scale, such as software or machining products, etc. So, this means,
their buyers are people who need reliable and good solutions for their
problems. Content that is relevant and educating shows the prospect how
well his problem area is addressed and how much benefit he will receive
from it. This powerful messaging makes all the difference in B2B
marketing.
Well
written content can entice a prospect and enable the B2B marketing
company to tackle his doubts as well. So, the next important aspect of
content marketing is the ability to share content without being pushy.
This can be done by highlighting the key features of the product and
what specific problem area it addresses. Adding content on how existing
customers have also benefited from the same feature helps to get the
message across effectively.
Marketing
automation tools can be used to increase the impact of well written
content. The software can be used in the following ways.
Lead Tracking
Marketing automation
can be used to track leads who visit the website from URLs shared in
content. Irrespective of their buying stages, it helps to identify
website visitors, especially the anonymous ones. If the visitor source
is the content that was shared in social media sites or external
websites, then the marketer can assess the effectiveness of his content
outreach program.
Lead Nurturing
By identifying anonymous visitors, marketers now have the opportunity to nurture (through email marketing) only those whom they are interested in and who they think will respond to their marketing efforts.
Score Leads
Leads
can be scored based on their profiles as well. The cumulative scores
can be used as a baseline to nurture leads and add warm leads to the marketing funnel.
Combining the powers of marketing automation and content marketing can be an added advantage for B2B marketers.
Read more on - Lead Nurturing, lead generation