Not everyone sees the value of B2B content and content marketing, so how do you convince the sceptics and get employees on board to help boost the visibility of your posts?
This was the topic of the August episode of the B2B Comms Breakdown live webinar, which I co-hosted with Ayo Abbas. You can catch up with the video replay (scroll to the bottom) or read on for an edited transcript.
We started the discussion with the case for creating B2B content…
What is worthwhile about content marketing?
Ayo: One of the biggest things about content marketing is that it is a way of positioning yourself as a thought leader, getting your views and projects out there and getting known for what you want to be known for.
It’s about building a brand rather than letting others build it for you. It’s how people get to know, like and trust you and keeps you front of mind. So when I want to buy, I think of you.
The LinkedIn B2B Institute put out some research that showed 95% of the market isn’t in a state to buy. That means only 5% of your target market is actually ready to buy.
So, how do you keep them warm? That’s where content marketing is a valuable tool to help you do that.
Stacey: I see content as a conversation, as a narrative with your existing and potential clients. It’s about nurturing that relationship and keeping that channel open.
There’s a practical element, too. Adding content to your website is good for SEO; that content is sitting there, and people can find it.
It’s all part of your brand building, but it’s not just about the hard wins, the business sales and people wanting to work with you.
That is part of it, but it can lead to speaking opportunities, networking opportunities, and opens the door offline just as much as online.Continue reading “From sceptic to supporter: The case for B2B content marketing”