B2B Content Marketing
Your inbound marketing strategy lures potential customers. Then content hooks them.
However, even at this point in the B2B sales pipeline, content should not be overtly selling your product or service. Instead, it should aim to strengthen the bonds of your customer relationship, and add value to it, by providing information or advice that’s relevant to their current stage in the buyer journey.
What the experts in B2B content generation never forget is that this is not just content, but content marketing.
So the content must be relevant to your business as well as to your potential customer. Simply providing information, story-telling, or giving an answer to the potential customer’s problem, is not enough. Effective content should also support your business objectives and demonstrate your thought-leadership – however subtly – and accelerate the customer along the pipeline towards a sale.
Content to move your buyers closer to a sale.
In short, successful content attracts your target audience, engages them, and then converts them into customers.
As part of that process, effective content must include a data capture form so that, having hooked your potential customer, you can nurture them and reel them in closer to a sale.
Need help in fuelling your content engine? See our 10 Steps to Content Marketing success here.
Learn from a real-life example of a managed service package delivering Demand Generation that incorporates content and inbound marketing, and a deeply integrated CMS, CRM and MAP.
Through a promotional campaign emphasising 'duck' and 'water' themes we instigated a communications operation which resulted in a 30% increase in sales.
British Gypsum Product Launch
Working with British Gypsum we produced a multi-platform communications campaign which delivered a return on investment of over 400%.
Using a unique combination of adverts and post-sale incentives the communications campaign yielded an increase in sales of over 20% over eight months.
PHS Business Services
Integrated demand generation strategy incorporating content marketing and inbound to optimise lead nurturing across communications channels.