Content marketing is a technique for creating and distributing valuable content to attract, acquire, engage targeted audience. The objective is to drive profitable customer action, but why is it important to leverage content marketing.
To understand this we have to first understand the importance of a content focused marketing approach. Ex: lets take example of a company “X”that supplies and ships boxes. The company X is trying to tell customers about its great products, amazing customer service and low prices.
The company’s traditional interaction marketing approach, while the all two familiar sales pitch would work before, but if the company’s in store traffic is low, and sales are declining.In an effort to drive more sales, the company decides tries to implement content focused marketing approach.
In the content focused marketing approach, the company shared relevant information with the customer , establish their expertise and recognize their customer’s needs and then made the sales pitch.
By sharing their content with the customers, the company was able to engage with them, offer insights and information that was helpful for the customers and gain their trust and help them connect with the brand.
Having trust and feeling connected to the brand makes the customer receive to any subsequent marketing messages, which in turn can result in a positive action in the future.
How do B2B marketers use content marketing?
How do marketers create interesting content when their product does not seem exciting B2B marketers use content marketing to leverage leads.
They do so by focusing on their efforts on selected goals, build brand awareness, engage with customers and prospects , promote thought leadership and drive sales.
How should marketers reach out to B2B customers?
A B2B customer could be anyone working at a company, so marketers need to focus their efforts based on consumption behavior. The B2B customers begin their search by examining content across various channels including social, take peer feedbacks which is done before they approach a vendor.
Marketers need to be active on these channels so that they can voice their brand & product offerings. Marketers should provide content that fits all these needs and make them readily available and easily accessible online, by doing so they ensure consistent messaging for their brand.
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