\nWe\u2019re here to help turn those statistics around and bust some of your biggest B2B content marketing myths\u2026right meow.<\/p>\n
B2B Content Marketing Myth #1: Customers Won\u2019t Read My Blog<\/h2>\n
One of the biggest challenges B2B marketers face is engaging with key decision makers in their target market. In fact, \u201c90% of B2B buyers say that when they\u2019re ready to buy, they\u2019ll find you\u201d \u2013 not the other way around (Source: DemandGen Report).<\/p>\n
But, will they?<\/p>\n
B2B companies that #blog produce 67% more #leads than companies that don’t.
\nClick to tweet.<\/a><\/p><\/blockquote>\nMore and more businesses are getting online each day and people \u2013 decision makers \u2013 are inundated with content and marketing messages from every angle. You\u2019re going to have to make a big impact (or at least a consistent effort) if you want to remain visible above the noise.
\nFortunately, 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<\/a>. Another recent study stated that \u201cB2B companies that blog produce 67% more leads than companies that don’t.\u201d<\/p>\nIf you aren\u2019t convinced yet, keep reading.<\/p>\n
B2B Content Marketing Myth #2: My Customers Don\u2019t Use Social Media<\/h2>\n
One sentiment we often hear from B2B clients is that their audience doesn\u2019t use social media. But, this couldn\u2019t be further from the truth. In fact, \u201c85% of B2B buyers believe companies should present information via social networks.\u201d And that\u2019s from decision-makers mind you \u2013 not the guy in accounting.<\/p>\n
Sure, your target audience might be made up of CEO\u2019s, directors and senior managers, but they use social media too. And, they\u2019re not afraid to interact with brands when they\u2019ve had a memorable experience, whether good or bad. Which brings us to another point: \u201c63% of B2B marketers are either vaguely aware or not aware what is being said about their company online.\u201d<\/p>\n
Hello? The 21st Century just called \u2013 it said you can\u2019t sweep your reputation under the rug anymore.<\/p>\n
B2B Content Marketing Myth #3: B2B Content Has to Be Boring<\/h2>\n
Did you know that \u201c41% of American workers say they don\u2019t know what their employer stands for and what differentiates its brand from others\u201d? Ouch, that hurts! And just imagine \u2013 if your employees don\u2019t know what your brand values are, there\u2019s an even better chance that your customers don\u2019t, either.<\/p>\n
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\u2019t do anything to sway their decision when it comes to your competition.<\/p>\n
So what will?<\/p>\n
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.<\/p>\n
B2B Content Marketing Myth #4: We Don\u2019t Have the Budget for That<\/h2>\n
According to a Forrester Research Study, \u201cthe average B2B marketing budget is about 2% of revenue\u201d \u2013 just enough to produce a few spec sheets and brochures. But, all kidding aside, recent data shows that \u201cthere is a correlation between effectiveness and the amount of budget allocated to content marketing. The most effective marketers allocate 37%, on average…\u201d<\/p>\n
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\u2019s values, get it out to the channels where your customers are and do so consistently \u2013 you\u2019ll need to spend some money on the right staff and resources to get the job done. That doesn\u2019t mean you have to forgo the staples like case studies and spec sheets that your customers rely on \u2013 it just means you\u2019ll need to spend more time and effort on other tactics like social media, email and blogging, too.<\/p>\n
If there\u2019s one thing we can take away from all of this, it\u2019s that the digital landscape has changed the way B2B marketers engage with their audience. If you\u2019d 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<\/a>. Right. Meow.<\/p>\n
Image credit: www.foundanimals.org<\/a> <\/span><\/em><\/p>\n
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