The Significance of B2B Content Marketing Transformation
In the evolving B2B marketing landscape, content has become crucial. By 2020, customers will engage with enterprises largely through digital means. B2B companies must embrace a content-centric approach to keep up with changing buyer behaviors. Utilizing content calendars, managing websites and blogs, being mobile-friendly, engaging in social media, incorporating videos, and allocating budgets for content creation are essential for success. Statistics reveal that B2B buyers rely heavily on online search and content consumption to make purchasing decisions, emphasizing the critical role of content marketing in attracting and engaging customers.
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Presentation Transcript
Why should B2B companies be Content Crazy? A PRESENTATION BY
By2020, customers will manage 85% of their relationships with an enterprise without interacting with a human. Are you ready? 2
Test you readiness in the changing B2B Content Marketing scenario 1. Do you have a content calendar for the coming year? Yes / No 2. Do you actively manage your website and blogs? 3. Is your website mobile friendly? 4. Do you have a Social media presence? What's your score? 5. Does your company use videos to explain products and services? 6. Do you have a dedicated content marketing resource/team? 7. Do you have an annual budget for content creation and content marketing? 3
Have you got some Nos? Have you got some No s? You could be behind the times! 4
Numbers speak STATISTICS SHOWING THE CHANGING B2B MARKETING LANDSCAPE 5
B2B Buyers 81%ofB2B purchase cyclesstartwithweb search 90%B2Bbuyerssay when they areready to buy, they ll find you. Looking for product first. Not for you. 70% B2Bbuyerssay they prefer getting to know a companyvia articles rather than ads 6
B2B Buyers 44% Researchedcompany productsusingsmartphones or tablets 85%B2B buyers believe companies should present informationvia social networks 68%B2B buyers now purchase goods online, up from 57% as per the 2013 State of B2B Procurement study, Acquity Group 7
B2B say content marketing is core to their marketing strategy 98% Marketers identify website as the most leveraged content channel 95% more leads are generated by inbound marketing than traditional outbound marketing 54% 8
B2B identify videos as the most leveraged content type 78% Marketers marketers have the objective of generating leads through content marketing 83% of B2B content marketers are producing more content than they did a year ago 73% of marketers confirm marketing content s positive ROI 41% 9
B2B researchers mostly start with a generic search and conduct average 12 searches before engaging with a brand s site Did you know? Is your company on the top of search pages? Non C-suite employees heavily influence purchase decisions Do you have content to address the needs of all the employees who can influence buy decisions? 10
91% growth in B2B buyers using smartphones throughout buying cycle Did you know? Is your website mobile friendly? By 2017, online video will make up nearly 70% of consumer Internet traffic. Videos on landing pages increase conversions by 86% How many online videos do you have? 11
Uses of Content Marketing for B2B Businesses 12
Content Marketing Value Reach target audience effectively Improve search engine rankings Increase website traffic Generate leads Lower advertising costs Increase brand awareness Thought leadership Customer engagement to build loyalty and advocacy 13
Content Marketing Value Contd. Align content with the buyers interests, role, industry and place in the buying cycle Individual customization, 1-to-1 conversations and many-to-one collaboration Influence purchase decisions by nurturing the prospects Passionate subscribers create a group of passionate subscribers who will evangelize the brand Customer upsell create engagement for other products and services 14
Content is Required through the B2B Buying Cycle The Buying Cycle Blogs, Social Media, webinars, educational videos, website, articles Need recognition Research reports, case studies, website, newsletters, trade publications, online communities, white papers, webinars, events Research Evaluate Testimonials, podcasts, seminars, blogs, website, demos, online communities Purchase Websites, Online catalogues, Buyer s Guide 15
Sources: Target Marketing Social Fresh Earnest Agency Iconsive NewsCred State of B2B Content Marketing 2015, Regalix Research 2014 B2B Content Marketing Trends North America: Content Marketing Institute/MarketingProfs The Changing Face of B2B Marketing, thinkwithgoogle Cisco Visual Networking Index: Forecast and Methodology, 2014-2019 White Paper 17
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