Well executed marketing strategies can help you stand out among your competition and sell your products.
However, B2B marketing is a little different from what you’re used to: your target audience is informed and educated, and your content should generate leads and drive prospects through the sales funnel.
The good news is, you have marketing automation software to assist you in the process. From finding topics for your content to segmenting your audience, marketing automation is your best tool. Chances are, you also use this kind of software to decide where you should engage with your audience. And chances are, your blog post section is somewhere at the top.
Below are four ways why blog content is still relevant to your B2B marketing interactions.
1. Add Value and Engagement Opportunities for Leads and Customers
Valuable blog content builds trust and provides insightful opinions about your products and industry, how-to information, and guest pieces from authority voices in your industry. It gives credibility and makes the audience perceive your company as a subject matter expert.
2. Increase Inbound Links to Your Website
When readers and employees share your blog posts on their own social media, it generates more exposure and increases quality links to your site. This is one of the most organic B2B marketing tactics which an SEO service can’t recreate. Also, it gives you the option to promote your content and reach new people.
3. Create an Engaged Community
If your blog readers find your content engaging, there is a high chance they will spread it on social media—LinkedIn especially, as it’s tailored more towards B2B. Try to engage with your community to drive more social media users to your business. Reply to your fans, tag your authors, and use hashtags. You should also make it easy for them to share your posts on social media with share prompts—don’t overdo it, though! No one likes in-your-face social buttons.
4. Content Can Easily Be Repurposed
Take a popular blog post and increase its shelf life by transforming the content into an infographic, video, or webinar. You can then promote your new content through email or other B2B marketing campaigns. Reformatting your content for different mediums means appealing to more audiences and extending your reach.
With almost 4 billion internet users worldwide, blogs are unlikely to go anywhere in the foreseeable future. But there is a lot of room for growth and innovation in how their content is found, delivered, and accessed.
Apart from delivering good blog content to your audience, you also need to evaluate their journey on your website. Adoption of artificial intelligence (AI) and automated tools will help you get the insights you need. The better you can understand their needs and priorities, the better positioned you are to build a relationship of trust and encourage brand loyalty.
Blog content will continue to be a massive opportunity to position your brand as thought leaders, as experts at the top of your field, and become a key voice in your industry. The ultimate purpose should be to create content that attracts a business’s ideal buyers by identifying their pains and addressing them with your solution.
Remember, the goals of your B2B blog are very different from personal or even B2C blogs. You aren’t trying to push a sale; your attention should fall on building long-term relationships and increasing ROI by giving your audience the power and accessibility to educate themselves and take control of their buyer’s journey.
A solid content plan for your blog is only the beginning—your end goals should be organic reach, lead generation, and customer retention. A solid marketing automation tool, such as Sugar Market, can help you put your blog content on the map, gain more visitors, and ultimately, more leads.
If you would like to learn how to send a steady flow of B2B content to your web visitors, feel free to contact us!