Content can have an astounding impact on your digital marketing regardless of whether you’re a B2C or a B2B company. In fact, conversion rates tend to be six times higher for companies using content marketing than those that aren’t. It increases traffic, improves your position in search engines, and offers an interesting platform for leads to gain information about your products and services.
As a B2B marketer, you may think that there’s nothing to write about relevant to your company. But people are looking for content on niche topics, whether it’s how to pick the right product for your project or simply updates on what’s happening in the industry.
Check out the statistics below that prove just how important content has become in digital marketing.
So, why exactly is content such a powerful marketing tool?
It’s been said that we interact with up to 5000 ads every single day. Whether that number is accurate or not, there’s no denying we are constantly being bombarded by branding and advertising. That being said, you need a way to interact with leads that can get through all the noise associated with excessive ads. Multiple surveys have discovered that people would rather learn about a business through content as opposed to advertising. Moreover, 95% of B2B buyers believe content is a trustworthy source for information about a company and its offerings. In summary, they’re more likely to pay attention to it and more likely to trust it – which in my book is a win-win.
If your content is relevant to your ideal buyer and actually useful, you’re going to attract high-quality visitors to your website. There are questions your buyers have – bring them to your site by answering those questions and solving their pain points. No one is researching an industrial topic for fun – if they’re interested in your content, there’s a good chance they’re also going to be interested in your products and services. Using a tool like ActiveConversion, you can also identify who’s visiting your content and then reach out to them personally. Or you can add the visitors to a nurture campaign that shares additional relevant content with them, increase brand recognition and offering them an easy path to learn about what you do.
Not every visitor you get to your website is ready to buy, but that doesn’t mean they’re not a lead – they’re just not ready yet. At this stage, it doesn’t make sense to send them sales emails and request a meeting, but you also don’t want to lose touch with them and miss out on a future sale. If you send them relevant and useful content, you’ll stay top of mind so that when it comes to them making a purchase decision you’ll be in a much better position. The important thing to focus on when sending out content is that it’s actually useful to your lead. If your content is irrelevant or unrelated to their needs, they may become annoyed and begin to form a negative opinion of your brand.
Beyond people actually wanting information on industrial topics, content is also a fantastic way to improve your SEO. The more content on your website, the more opportunities there are for people to find you online. For example; say your company provides well abandonments – you could write a few blogs about abandonments and exponentially increase the number of times the keyword “well abandonment” appears on your site.
Of course, Google is too smart to let you just haphazardly cram your web pages with keywords. If you place keywords in every other sentence the chances are that your content will incur Google penalties; i.e. your search ranking will go down and you will appear lower down the page in Google search results. That being said, keywords will naturally appear in your content as you’re writing about the topic. Write for readability first, SEO is a happy side effect in most cases. To squeeze a little more SEO from your content, you can place your keywords in the title, the first couple of sentences, sub-headings, meta description, and page URL.
Blog content also increases your number of indexable pages. Websites populated with blog content get up to 434% more search engine indexed pages than those without. That’s more than 4X the opportunity to show up in search results.
As you can see, content marketing is an important part of your marketing strategy. But, we know it’s hard to find the time to write content.
That’s why ActiveConversion offers an array of custom content creation services. Whether you’re looking to produce a series of blog posts, a white paper, a case study, or any other piece of content; we have the skills and resources to create it for you. Interested in learning more about our content creation services? Email firstname.lastname@example.org.
About Gail Moch
Gail has a background in marketing and technology that she puts to use as ActiveConversion's sales & marketing coordinator. She has a passion for innovation and creativity that she applies to all aspects of her life. When she isn't at the office, Gail can be found relaxing with her husband and two dogs.
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