Most B2B marketers now have an advanced content strategy in place due to the increasing use of online channels and social media.
Despite different technical challenges and blockers associated with content marketing, most marketers are prioritizing their content strategy. This has remained a significant investment area for most brands – due to the rush towards digitization amid the pandemic.
Earlier, social media marketing was influential in the B2C sector – however, it eventually has a similar impact in B2B. Lately, content marketing is a primary tool for modern B2B organizations.
Basically, more marketers were focused on meeting the challenges while keeping track of how COVID-19 has influenced the buyer-seller equation. Enterprises globally are creating content to address such points of friction – in order to get B2B consumers across the end-sale (or finish line).
Undoubtedly, content marketing is the silver lining for the B2B brand’s pandemic-affected business strategy. Nearly 25% of marketers indicated that they made major changes to their content strategy due to the pandemic. Around 69% modified it slightly or moderately – claims a recent study by Content Marketing Institute.
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As mentioned in the report, “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.”
This is certainly because the line between personal and professional life has got blurred online. It has become a fair deal for B2B marketers to arrange agreement via social channels aimed at personal use. However, content strategy has not been a straightforward approach for B2B brands.
Even if the companies have good intentions, often, they run up against the content marketing blockers. This slows the output and adversely affects the content quality level that brands could have achieved. Hence, CMOs need to invest in the production team – by training and providing necessary supports.
Clearly, launching a blog-post is not going to be enough. It is crucial to implement some ROI-centric metric tracker to ensure ‘good’ content – with more clicks and better search ranking. These could ultimately help to drive more sales, making the company stand ahead of its peers.
Measurable outcomes are most applicable in planning for marketing strategies. While good content is gold, if it doesn’t deliver the ROI planned, it will not serve the purpose.
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Over the next few quarters, increasing levels of tech tools will be used for measuring the effectiveness of this content delivery. B2B enterprises have it in them to apply these strategies, and going forward, it will make a lot of business sense for B2B enterprises to have measurable efficacies.
