B2B Content Marketing: Only as Strong as its Weakest Link Guide

By Peter Morgan on October 3rd 2016

 

Content marketing is core to B2B marketing today.

It’s a strategy that can benefit every part of the sales funnel, shortening sales cycles and generating millions of dollars in new business.

It’s also growing in popularity. In recent Content Marketing Institute research, survey respondents indicated that 28% of their B2B marketing budget is now spent on content marketing, with more than half expecting to increase their investment in 2016.

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So content is king. No news there… but that’s only half the story.

As a marketer, it’s important to remember that content marketing is only as strong as its weakest link. You may be creating great content, but if you’re not investing in its promotion then its impact will be limited.

“The quickest way to kill your content marketing is to do nothing after you create your content.

Creating content is only part of content marketing. The other half is promoting it. I saw this as a problem a long time, ago, when I gave this advice to businesses: Don’t forget the ‘marketing’ in content marketing.”

Neil Patel, Kissmetrics 

A successful B2B marketing strategy not only requires great content; it requires a mechanism through which to seed that content into the right audiences, through which to nurture those audiences over time, and through which to convert them into customers.

Given its ubiquity, social media offers such a mechanism. But while growing social channels organically over time should be a goal of any content marketing strategy, B2B marketers relying purely on organic outreach risk wasting the investment they’re making in the content itself.


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To maximize chances of success, content marketing strategies should encompass organic, earned and paid outreach – and such paid outreach needn’t break the bank.

LinkedIn, Twitter, and Facebook all provide excellent routes through which B2B marketers can find and target niche audiences on modest budgets – and thanks to end-to-end tracking, marketers can easily understand the impact their activity is having on their business.

Despite the growth in social media advertising, some B2B marketers remain doubtful of its worth – convinced it can only offer value in the world of B2C marketing.

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With that in mind, we’ve created The B2B marketer’s quick guide to social media advertising. This guide is intended to break down that stereotype, to convey why social media advertising has become an integral part of the B2B marketing mix, and explain how brands can harness it to add value to their bottom line.

The guide also shares best practice tips gathered by the social media advertising team at Metia Group, and offers insight from our Performance Benchmarking Index – a data collection benchmarking tool through which we track, measure and optimize all of our social media advertising campaigns.

You’ll learn what represents a good return from the main social networks, and what trends and pitfalls you need to be aware of before you start a campaign. And for those ready to get stuck in, we provide a practical six step guide to ensure your social media advertising campaigns drive measurable value for your business.

Download the guide at: https://goo.gl/wQVf6V

Peter Morgan

Pete is Social and Analytics Lead at Metia Group. He has a degree in Economics, founded the independent record label Lost My Dog, and enjoys life in Surrey with his wife, daughter, and dog.

  • Really enjoyed the guide Peter and it provided some great insights. I agree with your view that many B2B companies are still quite cold to the idea of social media, so its important that there are more resources out there which examine how to make it a success.