There is more demand than ever for high-value content. If you meet that need your users will not only trust you, they will be interested in what else you have to say.
No matter what your industry or business is, content is still king. In a research study completed a few years ago, revealed that many B2B marketers have plans to increase their lead generation budget by up to 50% the following year. Overall, that trend has stayed true.
Besides native advertising, blogging is now the primary channel through which B2B marketers generate leads. Hubspot and WebDAM have shared statistics that show that blogging consistently leads B2B marketers to generate 67% more leads than marketers who do not.
As you can guess, different types of content generates different types of leads. So, what type of content should you focus on developing?
The first step is to understand what type of content your target audience is looking for at what point in the buyers journey. This key step, will determine the basis of your content strategy – what keywords to focus on, which format to have the content in, and where to direct them to for further nurturing once if they value the content you have shared with them.
Once that is mapped out, you can begin developing the content. Content development for B2B lead generation is not an easy thing. It’s easy to make bad content and a lot goes into making content that is engaging. We are B2B Marketing experts and have been developing content to generate B2B leads for our clients since 1991. Developing engaging content is both an art and a science. To begin with, you really need to put yourself in your personas shoes and understand the driving forces behind their problems, preferences, and the situation the way they look at it. What do they value? What are they trying to avoid? When is the last time you validated your assumptions about those answers?
Focusing on how great your product or company is, will not win them over. Demonstrating you understand their pain points, challenges and limits, and how your solution or company will address those concerns will get their attention. People are busy and information overloaded, so you need to make the point and engage them quickly. Make the information easy to scan and visually appealing. Being compelling is no easy task, especially in the B2B space.
According to a Content Marketing Institute Report, small B2B marketers believe case studies to be the most effective content marketing strategy, both for lead generation and prospect nurturing. Are you using Case Studies in your marketing? How many do you have? Case Studies are a great way to attract, nurture and convert prospects, but to develop them well can take a lot of work. Do you have resources available to help produce a library of them on an ongoing basis?
If you are not satisfied with your answers to those questions, then consider our Content Marketing Program which provides a cost effective and manageable way to develop new content each month for blogs, case studies, whitepapers, press releases, etc. Do you have a plan in place to generate the content you need to attract the prospects looking RIGHT NOW for that content? How many opportunities are you losing without it?
It’s time to take action and develop compelling content that will attract more buyers to your business.
We will be releasing a B2B Content Marketing series that will cover the steps and in-depth strategies to generating leads and buyers with your content. If you are interested in getting this series, please sign up here: