B2B content marketing: what does it deliver?

More customers? What do you actually have to tell them?

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B2B content marketing: these are the facts

B2B content marketing is mainly meant to captivate and engage a small business audience. They need to be convinced by your story. You tell that story most effectively through storytelling. With it, you bring your story and knowledge to their attention again and again in different ways.

Want to captivate and engage more customers? You can! Then they need to know what you have to say. In different ways. And through different channels. What content do they find interesting? And which resources are best to use? A few facts about B2B content marketing at a glance.

45%

More traffic

Regular blogging leads to 45% more traffic to websites, reports, books, etc.

91%

LinkedIn as a resource

91% of B2B executives choose LinkedIn as primary source for news and relevant content (64% choose online news sources and 29% choose Twitter)

76%

Events where you meet people

76% of B2B executives indicate that events where you meet others are most effective in generating quality leads for their funnel. Followed by lead nurturing campaigns (58%) and webinars (58%).

Be relevant_

Content every day!

In a world where we are 'always on', as a B2B organisation you would prefer to be relevant every day. For your customers, employees and relations. But every day content: that takes time, and time is money. Do you need to be relevant every day? And how do you do your B2B content marketing as smartly as possible?

Always on: really?

The answer is simple. Yes, it takes time and money. But at a time when your press release barely makes it into a newspaper anymore, you will have to invest in new ways. You want to convince, connect and enthuse your customers, relations and employees through content. So that you get more customers and generate more turnover.

How then?

B2B content marketing is not something than makes money on day 1. Creating new content takes time. Of course, you need to invest if you want to showcase something new. But you can also recycle existing content just fine. Rewrite it, get a different layout, expand or shorten it. Great blogs? Bundle them into an e-book! Interesting research? Turn it into not just a report, but 'snackable' content with infographics, short conclusions and animated figures.

In short: there are many ways to showcase yourself on a daily basis. As long as it is relevant, interesting, funny or educational for your audience. Why you should produce so much, read below ...

Why is content marketing so important for B2B?

  • Most respondents (41%) said they view around 3-5 pieces of content before contacting your sales organisation;
  • 68% of respondents want B2B companies to organise their content based on an issue or problem/pain point (for the customer);
  • Case studies (47%) and webinars (39%) are the top two online content assets most valued as 'influencer content formats';
  • 92% of respondents find peer reviews or user feedback most credible;
  • 63% of all respondents said they do want to give up their data when it comes to a webinar, directly followed by interesting white papers (49%).

B2B channels_

Through the best channel

Of course, your stories can be distributed through the website, social media or presentations. But there are plenty of other channels, which not everyone thinks about. Which channels are relevant for B2B content marketing? What do your customers most enjoy reading or receiving? And how do you make sure they receive the right information during their search?

Helping your customer get the right information faster

Through B2B digital marketing tools, you can gain precise insight into how your customers are searching. What do they find interesting? What information are they looking at? What keywords are they using? Through this data, you therefore know how your customer provides himself with information. And you can use that in turn to guide him or her faster to content that is relevant. This way, you simplify the search for your customer and make sure they take action faster. For instance: downloading a white paper or picking up the phone for more information.

So what information is actually valued by your customer?

What content do B2B customers value most?

47%

Case studies

39%

Webinars

35%

Independent report

32%

Video

32%

Peer reviews

Contents_

Creating content from the right conviction

Creating content every day: that's quite a lot of work. Do you want to invest in it? Then we think it should be relevant, informative, inspiring or educational. We are convinced that only then will you create content for your customers that they are waiting for. There is already enough bad content out there. That's why Voxx works from the conviction that:

  1. Content always comes first. Only then is communication relevant, meaningful and worth your money.
  2. Communication and content contribute to your success. More people, more sales, more reach: whatever your goals, communication should support them.
  3. Appealing, substantive stories are the basis for credibility. And that ensures long-term relationships with your employees, customers and associates.
  4. Collaboration is the key to success. That means: a genuine interest and an honest, practical no-nonsense approach.
  5. Quality is the basis for results. Your customers expect you to communicate on their level, about their issues and pain points. Only quality content makes your customer value you. Only quality is worth an investment.

This is how you get the most out of your investments in B2B content marketing.

other stories_

Organising a successful B2B webinar? Pay attention to these tips!

Also want to be nominated for a Dutch Marketing Award?

Contact_

Start with a personal connection and start content marketing

If you want to outsource your B2B content marketing, you prefer to do it to a true content specialist: Voxx Content in Context. With us, you enjoy direct contact which allows us to move quickly. We work in small teams of seniors who ensure a personal approach and like to build an intensive, personal relationship. Are you curious about what we can do for you as a specialist in B2B content marketing? Then give us a call at +31 (0) 20 427 44 33 or send an e-mail to info@voxx.nl.

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