NSA Communications

If you want to know what content marketing does for the B2B bottom line; this one’s for you.

Throughout my career, I’ve often been asked “what does content marketing and social media actually do?”

B2B sales are not like buying a concert ticket, fast moving consumer goods, or necessities where customers are usually ready to buy within a short time frame.

B2B products are usually a higher investment or require a lifestyle change, which means customer journeys are longer and marketing campaigns need to be geared for the marketing funnel long-game.

I like to call it – “get in your head marketing”.

Or in other words – content marketing.

Content is a key driver for building trust, establishing thought leadership, and generating qualified leads. This approach delivers marketing and sales qualified leads (SQLs) but also nurtures relationships throughout the buyer’s journey.

“thought leadership is considered the most effective tool a marketer can use to demonstrate an organization’s value to potential buyers.”

Edelman

Here is why content marketing is essential for B2B sales:

1. Content marketing establishes thought leadership and trust

Content serves as a powerful tool for B2B businesses to establish thought leadership and build trust with their target audience. According to Edelman’s 2022 B2B Thought Leadership Impact Report, thought leadership is considered the most effective tool a marketer can use to demonstrate an organization’s value to potential buyers. The report found that this is particularly the case during economic decline. 50% of C-suite leaders believe thought leadership is more impactful on their decision-making during these times. For example, HubSpot’s blog offers a wealth of informative content on inbound marketing, positioning the company as a trusted resource in the industry. When businesses showcase their expertise through valuable content, they earn the trust of potential customers, who are more likely to engage and convert into leads.

2. Content marketing delivers marketing qualified leads (MQLs)

Producing leads is the name of the marketing game, and content marketing has got you covered. According to the Semetrical, content marketing generates three times as many leads as traditional outbound marketing, while costing 62% less. By offering valuable content gated behind forms or subscriptions, B2B businesses can collect contact information from interested prospects. For instance, Salesforce’s comprehensive e-books and whitepapers require users to provide their information before gaining access. These MQLs can be nurtured through targeted email campaigns, providing further valuable content and building relationships.

“content marketing generates three times as many leads as traditional outbound marketing, while costing 62% less“

3. Content marketing generates sales qualified leads (SQLs)

“Marketing delivered leads, but they weren’t sales ready!” Sound familiar?

Well, content marketing also plays a pivotal role in generating sales qualified leads (SQLs) for B2B businesses.

According to Demand Gen 2022 Content Preferences Survey, 47% of B2B buyers consume three to five pieces of content before engaging with a sales representative. As prospects engage with content and progress through the buyer’s journey, their behaviour and interactions can be tracked, indicating their readiness to make a purchase. By analyzing this data, B2B marketing teams can identify SQLs and pass them on to the sales team for further nurturing and conversion. Content marketing therefore acts as a powerful lead generation engine, fuelling the sales pipeline and driving revenue growth.

4. Content marketing helps nurture leads throughout the buyer’s journey

According to Data Axle Genie, companies that excel at lead nurturing generate 50% more sales-ready leads at a 33% lower cost. B2B businesses can create targeted content that addresses the specific pain points and challenges faced by their prospects at each stage. By providing relevant and helpful content, such as blog posts, webinars, or case studies, businesses can guide prospects closer to making a purchasing decision. For instance, software company Adobe offers a range of content, from beginner-level tutorials to advanced industry insights, catering to their diverse audience.

“47% of B2B buyers consume three to five pieces of content before engaging with a sales representative“

Are you a B2B business looking to develop a cost-effective marketing strategy that actually performs? NSA Communications can help you use content to deliver leads and drive growth.

Get in touch with us to find out what we can do for you:

E: noha@nsacomms.com M: 0405 383 190