Content Marketing, On-Site Content vs. Off-Site Content, Webinars, Thought-leadership, Blogging, Drip Marketing, eNewsletters, Guest Blogging, etc. You may have a vague understanding of these marketing terms. But you may not be sure how they work together and/or why it should be important to your company.
Content marketing, when strategically executed, can exponentially increase your brand awareness, generate leads and fill your sales pipeline. It can also strengthen your company’s position in the marketplace as a thought-leader.
Like any relatively new concept, it can be hard to appreciate the value that these program components bring and/or why you should allow them to be used in your company.
A Google search can quickly surface an ocean of resources that validate why content marketing should be used for B2B marketing and sales. The following items were pulled from such an exercise in an effort to spotlight the value of content marketing.
By developing and marketing information that is easily found by prospects, companies can educate customers and demonstrate how their product or service solves customer problems. Content marketing aligns with the way buyers want to learn about your products or services. This translates into a better buyer experience, lower cost of acquisition over time, and an opportunity to differentiate your organization in a changing environment. Explain how you can measure the program by looking at engagement with your content, sales lift, conversion, and overall awareness of your organization. (Source: Frank Dale, Compendium)
After just 5 months, she her team haven’t just embraced marketing automation and rebuilt their sales funnel. They’ve increased their sales by 1100%. Adopting LeadPages® and LeadBoxes® didn’t just make managing their sales sequence easier. It produced some staggering conversion results. Their opt-in page is converting at an average of 80%. The email open rate has increased from 11% to 45%, which is an 309% increase. Their webinar registration has increased 10X. Webinar attendance has increased from 25% to 73%. (source: Lead Pages https://blog.leadpages.net/marketing-automation-increases-chet-holmes-sales/)
“Every customer of theirs is now online, and if they do a web search for the company’s product or service they need to find them immediately or they might lose them. The only way to insure that this happens is with content that is appropriate for them.” (Source: C.C. Chapman/Content Marketing Institute)
Inbound marketing delivers 54% more leads into the marketing funnel than traditional outbound marketing (source: http://resources.kapost.com/mainstay-content-marketing-roi-study-download.html?rs=Resources)
Content marketing doesn’t produce impressive short-term results; it bolsters long-term profits. Solid content drives traffic and positions your brand as a hub for information. Great content creates ripples in your industry, which can’t always be measured by social media shares or lead generation numbers. (Source: John Hall, Influence & Co.)
Case studies reveal that integrated customer journeys provide a competitive advantage, in some cases double sales year over year.
“Hands down, it’s much easier and much quicker to deploy landing pages with LeadPages. Its a time saver from a design standpoint, a developer standpoint, and a strategic standpoint,” said Dan Camacho, GE Digital (Source: Case Study: GE Digital Uses LeadPages to Power Up Effective Content Marketing Campaigns.)
61% of consumers say they feel better about a company that delivers custom content, and are more likely to buy from that company.
By adding landing pages to your existing marketing efforts, you can:
Business buyers on average are consuming content online roughly two-thirds of the way through the buying process. Webinars offer B2B marketers an opportunity to reach out to potential buyers, but they have to be used as an effective tool. “We use the webinars to build trust and give away as much value as we could to prospects,” said Anthony Myers of BookPrimo.com The true effectiveness of a webinar really comes down to what it delivers and how much customers can apply it to their current needs and problems.
A successful content strategy must therefore accomplish three critical objectives. First, it needs to get noticed. This requires understanding how and where your audience acquires information. Will they log onto a webinar? Attend a seminar? Do they prefer to receive whitepapers online or in printed format?
Second, content must answer your target’s information needs. Again, research will uncover what keeps them up at night, the knowledge gaps they struggle with, and what other information sources they currently consult.
Finally, content must be credible. Achieving credibility requires taking a close, hard look at your organization and asking: What do we know that no one else knows? In what areas can we credibly be considered thought leaders? One strategy for increasing the likelihood that your content will be perceived as credible is making it proprietary: surveys and other primary research can establish credibility even in areas in which you may not already be perceived as an authority. (Source: DeSantis Breindel)
When done right, weaving your brand’s story consistently into ongoing, fresh conversations with your audience can become the connective tissue of all your marketing by giving you a direct line into what your customers want. (Source: Tom Gierasimcauk/Content Marketing Institute)
Marketers using marketing content platforms saw 60% improvement in content effectiveness from documented alignment with customer personas.
Emails sent via marketing automation drive 18x’s more revenue than email blasts.
Relevant content drives webcast audiences – and when your company gains the “trusted advisor” position it facilitates the transition from “interested prospect” into a lead that can be identified, tracked and qualified. (source: On24)
Marketers who have prioritized blogging are 13x more likely to enjoy positive ROI. (HubSpot State of Inbound, 2014)
Nearly 40% of US companies use blogs for marketing purposes. (eMarketer, August 2010)
54% more leads are generated by inbound marketing tactics than traditional paid marketing (Source: State of Inbound)
"Business buyers don't buy your product, they buy into your approach to solving their problems." So how do you get your unique approach across? Great marketing content fuels the demand generation engine, boosts brand visibility, and attracts buyers interested in the problems your company can solve. To engage business buyers, many B2B marketing executives invest in content marketing and hope to position their firms as thought-leading standouts in their market. (Source: Forrester)
$20K is the average companies save per year by investing more in inbound marketing vs. outbound marketing. (Source: State of Inbound)
Content is Gold Analogy
Guest blogging is a method used by bloggers, marketers and experts to expose their brand or blog to a large audience. Not only does guest blogging allow the writer to display themselves as a knowledgeable source, it's beneficial for search engine optimization if it's done properly. (Source: business.com)
Average website conversion for companies with defined processes is more than twice that of companies without (5.9% vs 3.8%). (source: http://cmoessentials.com/39-essential-content-marketing-facts/)
Best-in-Class companies are over twice as likely to align their content marketing efforts to their SEO strategy. (source: http://cmoessentials.com/39-essential-content-marketing-facts/)
Businesses that use marketing automation to nurture prospects experience a 451% increase in qualified leads. (source: https://www.salesforce.com/blog/2014/01/20-marketing-automation-stats.html)
Are you willing to allow marketing to leverage the suite of content marketing tools for your success? The number of validated sources that experience success using content marketing to increase brand awareness and generate sales leads are endless. At the end of the day, content marketing is a proven tool to help companies reach their sales goals through marketing.