Well, it looks like the content marketing cat is out of the bag when it comes to B2B organizations. The fact is this: whether you’re targeting your everyday consumer or the director of operations at a large firm, content marketing works. Although 93% of B2B marketers use content marketing to gain more clients (CMI), many in more traditional industries are still holding onto outdated ideas about how to interact with their target market online.
Many B2B marketers are just now catching up to their B2C counterparts when it comes to utilizing digital marketing tactics to reach their audience. In fact, only 42% of B2B marketers say that they are effective at content marketing (CMI). That means that less than half of B2B marketers believe that their efforts actually help drive new business to their organization!
We’re here to help turn those statistics around and bust some of your biggest B2B content marketing myths…right meow.
B2B Content Marketing Myth #1: Customers Won’t Read My Blog
One of the biggest challenges B2B marketers face is engaging with key decision makers in their target market. In fact, “90% of B2B buyers say that when they’re ready to buy, they’ll find you” – not the other way around (Source: DemandGen Report).
But, will they?
B2B companies that #blog produce 67% more #leads than companies that don’t.
Click to tweet.
More and more businesses are getting online each day and people – decision makers – are inundated with content and marketing messages from every angle. You’re going to have to make a big impact (or at least a consistent effort) if you want to remain visible above the noise.
Fortunately, having a company blog is a really simple strategy for doing so. And it also integrates well with other tactics such as social media, email and lead generation. Another recent study stated that “B2B companies that blog produce 67% more leads than companies that don’t.”
If you aren’t convinced yet, keep reading.
B2B Content Marketing Myth #2: My Customers Don’t Use Social Media
One sentiment we often hear from B2B clients is that their audience doesn’t use social media. But, this couldn’t be further from the truth. In fact, “85% of B2B buyers believe companies should present information via social networks.” And that’s from decision-makers mind you – not the guy in accounting.
Sure, your target audience might be made up of CEO’s, directors and senior managers, but they use social media too. And, they’re not afraid to interact with brands when they’ve had a memorable experience, whether good or bad. Which brings us to another point: “63% of B2B marketers are either vaguely aware or not aware what is being said about their company online.”
Hello? The 21st Century just called – it said you can’t sweep your reputation under the rug anymore.
B2B Content Marketing Myth #3: B2B Content Has to Be Boring
Did you know that “41% of American workers say they don’t know what their employer stands for and what differentiates its brand from others”? Ouch, that hurts! And just imagine – if your employees don’t know what your brand values are, there’s an even better chance that your customers don’t, either.
Most B2B sales and marketing content consists of spec sheets, brochures, your website and maybe a case study or two. Those are all great tools to help your customers learn about your products but they won’t do anything to sway their decision when it comes to your competition.
So what will?
Well, a recent Harvard Business Review article suggests that shared values are what customers are looking for and you can give it to them by making your marketing more emotional and fun. After all, directors, CEOs and small business owners are people too, and appealing to their values will set you apart from your competitors.
B2B Content Marketing Myth #4: We Don’t Have the Budget for That
According to a Forrester Research Study, “the average B2B marketing budget is about 2% of revenue” – just enough to produce a few spec sheets and brochures. But, all kidding aside, recent data shows that “there is a correlation between effectiveness and the amount of budget allocated to content marketing. The most effective marketers allocate 37%, on average…”
One thing that many B2C companies understand (even embrace) is the fact that, if you want to be able to produce the kind of content that conveys your organization’s values, get it out to the channels where your customers are and do so consistently – you’ll need to spend some money on the right staff and resources to get the job done. That doesn’t mean you have to forgo the staples like case studies and spec sheets that your customers rely on – it just means you’ll need to spend more time and effort on other tactics like social media, email and blogging, too.
If there’s one thing we can take away from all of this, it’s that the digital landscape has changed the way B2B marketers engage with their audience. If you’d like to learn more about how you can engage your audience through blogging and social media without blowing your budget, download The Ultimate Guide to B2B Blogging. Right. Meow.
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