Keeping in mind the increased usage of online channels and social media, B2B marketers are prioritizing an advanced content strategy for 2021.
In spite of various blockers and technical challenges associated with content marketing, a vast majority of marketers are highlighting their content strategy. Content has remained a critical investment area for most brands amid the pandemic – due to rapid digitization.
Earlier, social media marketing was influential primarily in the B2C companies – however, it has a similar impact in the B2B landscape. Currently, content marketing is a primary tool for modern B2B organizations. Unsurprisingly, marketers indicated that content marketing consumes more budget now, compared to the pre-COVID-19 era.
Basically, marketers are focused on overcoming the challenges while keeping track of how this pandemic has influenced the buyer-seller balance. Businesses worldwide are creating content to address these points of friction – to get B2B consumers across the finish line (end-sale process).
Certainly, content marketing is a silver lining for the pandemic-affected business strategy of B2B brands. As a result, brands are putting efforts into changing their content strategy. In fact, martech and advanced tools are in use to measure the effectiveness of such content delivery. As we advance, it will make a lot of sense for B2B marketers to have measurable efficacies.
Robert Rose, Chief Strategy Advisor at Content Marketing Institute, says, “We’ve had to expand our network via digital marketing strategies such as webinars and podcasts, as we relied mostly on in-person events and conferences for brand awareness. We saw an increase in those whose organizations use content creation/ collaboration/workflow technologies (58% this year vs. 48% last year) – not surprising in a work-from-home world.”
Today, it is a fair deal for B2B enterprises to arrange an agreement with social channels aimed at personal use. Still, content marketing strategy has not been an up-front approach for the B2B sector. Even though brands have good intentions, they run up against content marketing blockers often.
As a result, CMOs are investing in their production team – to train and prove necessary supports. Therefore, it is essential to implement an ROI-centric metric tracker in order to ensure ‘good’ content. This will help companies with more clicks and improved search ranking.
Tonya Chin, Chief Communications Officer at Nutanix, explains,“One trend that has recently seen an uptick in local publications being bought, not by larger media conglomerates looking to consolidate, but by firms producing sponsored content. This is a completely different publication model and one that might be more financially viable (although only time will tell), but it will sometimes put transparency at odds with financial stability. While sponsored content can absolutely be just as valuable to readers, I also expect a growing need and reader demand for transparency.”
Cleary, content marketing amid the pandemic was considered swift and dramatic alterations in strategy – indicating how fast brands could adapt it. As we enter 2021, this compliance could substantiate to be relevant, helping businesses drive more sales and stand ahead of their peers.