B2B Content Marketing

How to Bring Your B2B Content Marketing Back from the Dead

Our industry has been transformed by large and small B2B brands have used to create millions of engagements. In reality, content marketing was used by 88 percent of all B2B brands in 2016.

However, then marketers created too much content that oversaturated the market. This made content hard to stand out. But there were other reasons as well that stopped content from succeeding. 

Marketers in the quest to get more content out as quickly as possible skipped on research and delivered content that offered no value to the audience. If someone spends time reading your content, it should be interesting and worth their time, or they will not ever visit your website to read more. 

The second reason is the distribution of the content which many companies gave an afterthought to. Creating good content is not all, you need to effectively distribute it, so it gets seen by the targeted audience.

The third reason, organizations failed to monitor performance. Tracking and monitoring content enables you to know whether it is working or not. With the insights, you can gauge the performance, improve on things that do not work and ensure the effectiveness of the content delivery. 

With that in mind, in this article, we’ll look at some of the most important B2B content marketing practices you should follow right now…and in the future to add new life into your content while staying relevant and reachable to your audience.

What is business-to-business content marketing?

Creating insightful, engaging, persuasive, and highly useful content that drives leads and sales is known as B2B content marketing. Consistent publishing is important in content marketing because it can change a customer’s behavior.

Build entertaining and motivational content to increase the likelihood of an effect on the reader. Otherwise, it would be useless in terms of selling your product or service.

In the past, one might assess the efficacy of content marketing by looking at website traffic. However, it was not an effective method of evaluating results. You can gain more insight if you calculate the level of interaction with the content and the conversion rate.

The Benefits of Good Content Marketing for Business

So, what exactly does a company stand to gain from investing heavily in content marketing?

The increasing number of visitors to the website. Content marketers see an 8-fold increase in unique site traffic year over year.

There are more leads. For every dollar invested, content marketing generates three times as many leads as paid search.

Thought leadership is a term used to describe someone who is in control of their thoughts. Thinking leaders in their industry are regarded as brands that include important, valuable material, which helps create brand loyalty and authority.

Conversion rates are higher. Conversion rates are six times advanced for companies who use content marketing.

A more frugal budget. A content marketing campaign costs 62 percent less to initiate and sustain than any other form of campaign, according to DemandMetric.

More focus on your business. The internet is used to access the content. Both of these benefits contribute to increased sales, increased revenue, and more long-term business growth. However, it would help if you had a plan to gain a competitive advantage of content marketing. It’s not just about dumping gallons of content out into the world, both online and off. It’s all about taking a holistic approach, using various content platforms to complement one another, and keeping a consistent brand story throughout.

Take, for example, Demandbase. They generated $1 million in new business from a rational content package that included a white paper, infographic, webinar, live presentation, and Slideshare, rather than from loads of content. The bottom line is that most people believe marketing consists solely of doing things (ads, campaigns, and social shares, content.) Content marketing, on the other hand, yields company results. Here’s some more evidence:

 The Development of Thought Leadership (aka Blogging)

In some cases, “creating thought leadership” is just a fancy way of saying “blogging.” It’s worth noting, though, that not all blogs have to be thought leadership bits.

Allow me to demonstrate.

True thought leadership articles and blog posts educate and inform practitioners in a specific industry or role. Unfortunately, many businesses use their company blog for advertising their services while providing little to no value to their target market. It’s not thought leadership if a blog post is solely promotional; it’s a sales item.

Regular content writing is essential for business and brands. In addition to assisting your prospects in gathering the knowledge they need to make informed choices, it allows your company to update your B2B website with fresh, original content every month, a practice that will boost your rankings with search engines such as Google and Bing.

6 unique Ways to Give Your Content a New Life

Let’s look at what can be done to enhance content with that in mind. Here are three moves that marketers should be taking right now:

  1. Know your audience: Knowing who your audience is and what they want is the first step in creating engaging content. This entails sketching out customer personas and journeys before putting pen to paper.
  2. Disseminate and track: There are three questions to consider when creating any piece of content: What is the purpose of its creation? I’m curious as to where it’s being distributed. What method would be used to keep track of it? Marketers would be at a disadvantage right away if there are no straightforward responses.
  3. Match the right people with the right content: Material preferences reveal generational differences. For example, younger generations prefer video and social material, while older generations prefer email. Make sure you understand how to better communicate with your target audience.

That’s what there is to it. Now, here are some pointers to help you get started with B2B content marketing:

  1. Find your niche: Regardless of how good the content is, if you take the same approach and discuss the same subjects as anyone else in your industry, you might as well give up. Find a niche in your industry—preferably an emerging trend that will be applicable in three to five years—and start creating content around it. As a result, when your subject becomes famous, you’ll be a well-known expert.
  2. Experiment and innovate: The majority of the advice we’ve provided so far has focused on content planning. The number one enemy of content marketing is saturation. Experiment with different types of content and platforms to improve the chances of standing out.
  3. Say something unique: On that note, don’t be afraid to buck the trend now and then. Doing things the same way you’ve always done them is a surefire way to fall behind. Those who recognize a new opportunity and dare to suggest anything unique would certainly reap the greatest benefits.

It’s not going to get any easier when it comes to content marketing. The market is already crowded, and it is expected to become even more so. Quality, however, takes precedence over quantity. So, in the name of distinction, take a step back, evaluate what you’ve been doing, and make the required adjustments. Strategically built content will still win out in the end.


It’s the optimistic snowball effect in motion once you get your content marketing plan up and running. Your brand’s visibility grows and becomes stronger. Since you already have a base in place – a massive content library with published, visual, and experiential content, all built to connect with your target buyers – achieving your marketing objectives with future content becomes simpler.

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