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Inbound content marketing in many ways is the unsung hero of most B2B marketing programs. While there are several approaches that one can leverage to bring in leads through paid sponsorships. In contrast, inbound marketing strategies rely on the creation and distribution of engaging, relevant content to attract prospective customers. These can continue to deliver results long after they are published.
Demand Metric’s research shows that content marketing is about 62% cheaper than traditional marketing and triples the lead generation.
In the B2B context, decisions are typically taken after extensive research by domain experts. They are often looking for partners who share the same understanding of the industry and the problems that they face.
While the act of creating of content may be simple, it needs to align with a strategic objective to be able to measure its impact.
In this blog, we will look at the role of inbound content marketing strategies across the B2B marketing funnel.
The Significance of Content in the B2B Marketing Funnel
The efficacy of inbound marketing lies in its alignment with the marketing funnel – a framework that illustrates the customer journey from initial awareness to the final purchase decision. In a B2B context, this funnel is segmented into three main stages: Awareness, Consideration, and Decision. Each stage requires a distinct type of content tailored to the specific needs and mindset of potential customers.
Awareness Stage:
This is where potential customers become aware of a problem or need. The content here must be designed to educate and inform, focusing on broader industry insights and solutions rather than specific products.
Some ways to do this through your content:
Blog Posts:
Share informative articles that address the target audience’s problems or questions, raising awareness of their needs or issues.
Example:
HubSpot’s blog offers a broad range of topics from marketing strategies to business operations, providing well-researched and expert-written content.
Educational Videos:
Create videos that explain concepts, and trends, or provide tips relevant to your industry.
Example:
Zoho CRM uses a structured training program with engaging videos that serve as both explainers and ‘how to’ guides.
Infographics:
Present data or information in a visually engaging way to simplify complex topics.
Example:
Deloitte Insights uses infographics to present complex data and trends in an engaging, easy-to-understand format.
Social Media Content:
Post engaging content on platforms where your target audience is likely to spend time, to increase brand visibility.
Example:
Slack’s consistent, engaging social media presence aligns with its brand identity, offering valuable content to its business audience.
Ebooks and Whitepapers:
Offer in-depth guides or reports on industry trends or challenges to educate potential customers.
Example:
In this “Field Guide” for generating B2B leads, Pardot, a Salesforce company takes a more narrative approach, as the topic itself is less about numbers and more so an exploration of a high-level concept.
Consideration Stage:
Prospects now clearly understand their problem and are actively researching potential solutions. Content at this stage needs to delve deeper, offering more detailed and solution-oriented information.
Some ways to do this through your content:
Webinars:
Host online seminars that delve deeper into topics of interest to your audience.
Example:
Many large B2B companies host webinars to delve deeper into industry topics. Specific examples include tech companies like Adobe or Microsoft, often hosting webinars about new software features or industry trends.
Case Studies:
Share success stories of how your product or service has helped other customers.
Example:
Salesforce’s blog showcases case studies demonstrating how their solutions have helped various businesses, providing practical examples of their product in action.
Email Newsletters:
Provide subscribers with regular updates, insights, and helpful content tailored to their interests.
Example:
Mattermark’s “Raise the Bar” newsletter compiles important industry news and trends, offering a curated snapshot of relevant information.
Interactive Tools:
Offer tools like calculators, quizzes, or assessments that help users understand their needs better concerning your offerings.
Example:
Semrush offers a section with a host of free apps that can be used by small and medium businesses for simple things like email signatures and website speed.
Podcasts:
Produce series that discuss relevant topics, industry news, or interviews with experts. This is a tough one and not many B2B companies have mastered this just yet.
Decision Stage:
The final stage is where customers evaluate and decide on the best solution. Content here needs to be geared towards validation and persuasion, showcasing specific product features, benefits, and customer testimonials.
Some ways to do this through your content:
Product Demos:
Show how your product or service works and how it can solve the user’s problem.
Example:
Zoom’s blog includes posts that help users understand how to utilize their products effectively, serving as a form of a product demo.
Customer Testimonials:
Share experiences of satisfied customers to build trust and credibility.
Example:
Hootsuite does an excellent job of showcasing their customers’ successes with a variety of case studies formats.
FAQs:
Create a comprehensive list of frequently asked questions and answers about your products or services.
Example:
Zappos saves visitors a lot of time with its simple and easy-to-read FAQ page. Questions are separated into larger categories that make for simple searches.
Comparison Guides:
Offer content that compares your products or services with competitors, highlighting your strengths.
Example:
Brinqa compares cybersecurity solution features with an interactive table that lists the key elements of both solutions and explains in detail how they beat the competition.
Special Offers:
Provide exclusive deals or discounts to encourage taking the final step towards purchase.
Example:
Many software as a service (SaaS) subscriptions like Zoho allow customers to purchase services month-to-month but offer significant discounts if someone commits to a longer-term contract.
Long-Term Benefits of Inbound Marketing
Unlike traditional marketing strategies with their short-lived impact, inbound marketing creates a lasting digital asset. Quality content remains relevant and continues to attract visitors, leads, and customers over time, offering several long-term benefits:
HubSpot’s “State of Marketing” report highlights that inbound content marketing strategies yield a higher ROI compared to outbound methods.
SEO and Organic Traffic:
Inbound content, particularly blog posts and articles optimized for search engines, can rank high in search results, driving a continuous stream of organic traffic.
Lead Generation and Nurturing:
By providing valuable information, inbound content helps in establishing trust and credibility, crucial for nurturing leads and guiding them through the sales funnel.
Customer Education and Retention:
Even after purchase, inbound content plays a critical role in educating customers about product usage and best practices, fostering long-term customer relationships and retention.
Social Shares and Virality:
High-quality content is often shared across social networks, amplifying its reach and establishing the brand’s thought leadership.
Invest in Inbound Content Marketing for the long-term:
In summary, inbound content marketing is not a one-off tactic but a sustainable, evolving strategy integral to modern B2B marketing. It involves a deep understanding of the marketing funnel stages and crafting content that resonates with the audience at each step.
The investment in inbound marketing pays off by attracting a clearly defined audience and driving profitable customer action over a prolonged period. It is an indispensable part of any comprehensive B2B marketing strategy.
Do you need help with your inbound marketing? Reach out to us today.