Content marketing is important for B2B and B2C companies. 

Content marketing is a valid marketing approach for both B2B and B2C companies. However, many are skeptical of adopting content marketing as part of their strategy because they’re unsure of itsf ROI. Here, we dispel the myth that content marketing does not produce significant ROI and examine its importance in the marketing mix. 


Content Marketing for B2B Companies Is Similar to Marketing for B2C Companies

Here’s a typical definition of content marketing; 

‘A type of marketing that involves the creation and sharing of online material (blogs, white papers, case studies, videos, social media posts, etc.) that does not explicitly promote a brand but is intended to stimulate interest in its products or services.’

This definition shows that content marketing is crucial for every business.

There’s a need for B2Bs to understand their prospects’ pain points and adopt content marketing strategies to educate and inform the prospects about their products and services and how they solve those pain points.

There are many reasons why content marketing is essential for B2B companies, from helping them build trust and authority to showcasing their products and services and generating high-quality leads.


7 Top Reasons Why B2B Companies Need to Have a Strategic Content Marketing Plan

1. Builds Trust and Authority

B2B buyers constantly try to mitigate risks and optimize purchases. They scrutinize every piece of information they receive before making purchasing decisions. When a company consistently presents itself as the go-to resource for expert industry information and insights, they become a trusted authority.

Smart B2B companies can use content marketing to build trust and authority by consistently creating valuable and relevant content. Building a B2B content marketing strategy that includes case studies, blogs, customer testimonials, thought leadership whitepapers, etc., signals industry expertise and helps build buyers’ trust.

2. Helps B2B Buyers Make Purchasing Decisions

B2B buyers are conscious of making purchasing mistakes that could negatively impact their ROI and customer relationships. They extensively research products and services before making any purchase decision.

B2B companies can use content marketing to provide relevant educational content that helps these customers make informed purchasing decisions. They can provide this information using marketing materials that show detailed product information, use cases, demos, and how the products and services help problem-solving.

By using transactional content for B2B marketing, companies can get their customers, who are at the decision stage of their buyer journey, to make instant buying decisions.

3. Improves SEO and Website Traffic

Strategic content marketing helps B2B companies rank higher on SERPs for different money keywords, increasing website traffic and driving MQLs. During product research, most B2B buyers use keywords to query search engines for specific information regarding their needs. This is especially true when they don’t know about companies offering the required solutions.

Because search engines reward quality content with high-ranking and qualified leads, strategic companies can rank for those keywords, have more visibility, and deliver exceptional content detailed enough to answer all the prospects’ questions. Creating content relevant to your target audience and search engines can generate high-quality leads, leading to increased revenue.   

4. Helps Companies Stay Competitive

Most B2B companies are already leveraging content marketing to drive leads. And since B2B buyers conduct online research before purchasing, companies not adopting content marketing lose out on many sales and market share. 

It has become a critical differentiator among companies with similar target markets.

5. Bring Higher-Quality Leads

High-quality lead generation is one of the many benefits of content marketing to B2B companies. Content marketing generates more qualified leads because it drives leads actively seeking solutions. These prospects don’t waste time making purchasing decisions when they encounter content they resonate with.

Different approaches to content marketing help companies attract people at different stages of their buyer’s journey. With informational and educational content, B2B companies can attract customers at the awareness stage of their buyer journey. Companies can also attract higher quality leads at the consideration stage of their journey, with a different approach to content – transactional.

Knowing how and when to use each approach to content marketing for B2B lead generation is vital to increasing sales and revenue. . It all lies in the company’s content marketing strategy.

6. Content Marketing is Cost-Effective 

Content marketing is a cost-effective marketing approach for B2B companies for valid reasons. Consistently updated quality and valuable content can rank at the top of search engines for years and generate leads year-on-year. This is cost-effective in the long run and requires an insignificant investment compared to paid marketing. 

Furthermore, valuable content can be repurposed into other forms, such as infographics, videos, podcasts, eBooks, whitepapers, etc., which can be used in other marketing channels like email, social media, etc. This reduces the cost of generating separate marketing materials for these other channels, reducing the overall marketing cost for a company.

With a solid content marketing strategy, companies can save the costs of running daily, monthly, or yearly paid ads and achieve similar or even better results.

Showcase Your Products and Services

Content marketing is an excellent way for B2B companies to showcase their products and services. Customer-centric companies create content that answers their audience’s questions while suggesting their products and services as the necessary solutions.

Even more, they provide detailed content highlighting their products’ specific features and benefits. 

Since B2B buyers at the consideration stage of the buyer’s journey use online information to compare products and make buying decisions, content marketing becomes strategic for companies that leverage it.

The fascinating thing about using content marketing to showcase products and services is that, when executed well, it can be so engaging and fun that the customer never loses focus or interest. For instance, a product review can be developed to deliver value and drive conversions without the readers feeling they’re being sold to. 

Leverage Content Marketing, Adopt a Strategy, and 10X Your Results

Companies that adopt content marketing and create valuable content are sure to win in a competitive B2B market. It’s a non-negotiable for companies that want to be future-proof and increase market share and profit margin. Hopefully, you have the insights to adopt an effective content marketing strategy, execute it well, and generate 10x your results.