There are so many advantages to content marketing that listing them all would take too long. I know you're busy, so I've narrowed it down to the #1 benefit I see in my executive role.
Attracting New Prospects & Customers to Your Website
As a company leader, you're worried about ROI. ROI makes the machine run - it makes your business valuable, pays your employees, and keeps you on track for retirement. To get more ROI, you need new prospects and customers on your website.
Prospects find your site by searching for an answer to a question. B2B content marketing provides that answer. Whether it's a blog post, LinkedIN update, email, or a helpful eBook, your content marketing is the bait that attracts these people to your website.
Content Marketing costs 62% less than outbound marketing & generates 3x as many leads, according to DemandMetrics.
Getting eager eyeballs on your website and other web properties should be your top priority. Not only is it much more effective to reach today's buyers through content marketing, it's also much cheaper (and provides greater ROI to boot).
B2B Content Marketing Makes Targeting More Effective
Your website can't be all things to all people. Really, all it needs to be is the right thing for the right person. If you want to attract and sell to your best prospects, you need to make some sacrifices.
Content marketing forces you to cut the fluff. Right at the start, you identify your buyer personas and their buyer's journey, which tells you what that type of person finds useful while researching. Create content targeted only to those interests to get the greatest ROI.
Remember, to attract new prospects and customers you have to meet them on their terms. If you don't have a solid understanding of those terms, you won't be able to produce content that makes them take action.
Prospects and Customers Will Find You In Search Engines (SEO)
Most new prospects will find you in search engines. They hop on Google and enter keywords related to their question. The search results are your best chance to position yourself in front of them.
Ranking well in search doesn't happen on accident. It needs to be planned. Specific tactical moves must be made within a content marketing strategy to rank higher for ROI-producing keywords.
Your content marketing needs to be search engine optimized so your prospects can easily find you when they're looking.
Content Marketing Helps Prospects (Which Helps You)
The reason content marketing works so well is because it serves the needs of your prospects. It's meant to be helpful for them in their buying process. In turn, this helps you increase revenues.
By being helpful in their research process, you build rapport and trust. Rapport is key to building trust. Trust is key to closing the sale.
According to a CBS News/New York Times poll, respondents said that they think 30% of people in general are trustworthy. That same poll rephrased the question, and respondents said they think 70% of people they know were trustworthy.
Your prospects interact with your content long before they interact with you. Start building trust as early as possible to produce the best results for your business.