How B2B Marketers Can Get More Leads from Content in 2023

MIG shares how B2B marketers can get more leads from content in 2023
MIG shares how B2B marketers can get more leads from content in 2023

You already know that B2B marketer content marketing provides an endless amount of benefits. But you also know that it takes knowledge and dedication to gain content-generated leads and keep up with a consistent strategy.

That’s why our experts are shedding light how you can master B2B marketer content marketing. With these essential tips on how to optimize your content to generate more leads, you can also increase traffic, brand awareness, sales revenue and more.

Quick Takeaways

  • 91% of B2B marketers use content marketing to gain new leads and spread the word about their business. 
  • 30% of marketers reported that content has the highest ROI of any marketing channel
  • Content marketing costs 62% less than traditional marketing and creates 3x more leads
  • 80% of consumers are more likely to buy with a company that offers a personalized experience

Any B2B marketer can implement a content marketing strategy that sets their business up for success, and it’s simple when you optimize your content.

What Is B2B Content Marketing?

B2B content marketing is defined as creating and delivering high quality content tailored for a specific target audience to increase brand awareness, traffic, and sales.

In fact, 91% of B2B marketers use this strategy to effectively gain new leads, probably because content marketing costs 62% less than traditional marketing and creates 3x more prospects.

statistics show that 91% of B2B marketers use content marketing

Image Source: Demand Metric

Most B2B companies attract, engage and convert audience members using content such as:

  • Blog posts
  • Podcasts
  • Videos
  • Newsletters
  • Infographics

To create effective content, you must first understand the buyer’s journey, motivations and decision-making process. Using each form of content to address each element will help you drive revenue and generate more leads.

Why Is B2B Marketer Content Marketing Important?

Recent research conducted by the Content Marketing Institute (CMI) showed that most B2B marketers use content marketing to increase brand awareness, educate their audience and build credibility.

chart shows that most B2B marketers use content marketing to increase brand awareness, educate their audience and build credibility

Image Source: Content Marketing Institute

But those aren’t the only benefits of using B2B marketer content marketing. Doing so also:

Clearly, content marketing has a great ROI for B2B companies. In fact, 30% of marketers reported that content has the highest ROI of any marketing channel. That’s because when you consistently publish content tailored to your audience, readers view you as a leader in their space.

How To Generate Leads With B2B Marketer Content Marketing

The right strategy makes your audience more likely to engage with your business and invites an endless amount of benefits. Here’s how you can generate more leads with B2B marketer content marketing.

1. Understand Your Audience

Remember, the first step to creating effective content is understanding the buyer’s journey, motivations and decision-making process. That’s because understanding the fundamentals of your audience’s needs determine the quality and relevance of your content.

By talking to customers, asking them questions, researching online, and observing our competition, you can gain a lot of insight on the questions and concerns of your readers. The more you learn about your audience, the more effective your content will be in generating new leads.

2. Promote Your Content Consistently

Promoting your content consistently is just as important as creating it. To learn more about the power of consistent content, enjoy the short video below.

Video Source: Adam Erhart

Blogging or posting videos on a regular basis allows prospects to enjoy and share your content. This heightens the chances of new customers finding value in your offerings and ultimately making a purchase with your business.

A great way to ensure you post content consistently is to create a calendar dedicated to sharing content. Not only can you target and monitor your content, but you’ll also be able to better engage your audience and create valuable backlinks.

3. Consider The Right Channels

Sharing content on the right channels can make or break your success. A content marketing strategy that utilizes the same platforms as a business’s audience will increase the likelihood of gaining more visibility and new leads.

For example, if your readers spend most of their time on LinkedIn, that’s where your content should be posted on a consistent basis. Remember, understanding your audience and their habits is the first step in driving lead generation.

4. Use Data to Back Your Content

Using reliable data to make a point is a great way to gain your audience’s trust. Trust is key to gaining customer loyalty, and establishing trust starts with ensuring accuracy in your shared content.

Back your content with credible facts and data, and work with industry leaders to share their established respect and authority within your content. The combination of trending topics and credible statistics will do wonders for the success of your content.

5. Optimize For Conversion

Leads just represent potential until they actually make a purchase. Turn potential into revenue by optimizing your content for conversion. To do so, focus on strategically placing CTAs throughout your blog content.

example of MIG’s strategically placed CTA

Position CTAs in blog sidebars or at the end of an article. This guarantees that people genuinely interested in your content will understand how they can keep learning about your products and services. By including a clearly defined next step for readers, you invite them to keep engaging with your business.

6. Personalize Your Content

Personalization will enhance the effectiveness of any content marketing strategy. In fact, 80% of consumers are more likely to buy with a company that offers a personalized experience. That’s because it makes customers feel unique and compels them to take action towards making a purchase.

By simply using a reader’s first name in an email, you can easily create a personalized experience for your audience members, not only making them feel special but also more likely to convert.

7. Prioritize Visual Appeal

Although copywriting is a major key to valuable content, you can’t overlook the power of visual appeal. Imagery is proven to boost the impact of your content because it gives readers a break from lengthy text. Enhance your content and keep readers on your page longer by including:

  • Educational videos
  • Infographics
  • Gifs
  • Illustrated summaries

Doing so will keep your audience interested and engaged, making it more likely that they’ll find your value in your content and invest in your products or services.

Grow Your Business With Content Marketing Today

Master B2B marketer content marketing and enjoy your business’s enhanced user experience, increased site traffic and improved engagement. Don’t have the time to invest in marketing content yourself?

Start generating more leads today by posting content consistently with the help of Marketing Insider Group. Perfect your B2B marketing content marketing by checking out our weekly blog content service today, or schedule a free consultation now!

Lauren Basiura

Lauren is a writer for Marketing Insider Group, a top-rated Content Marketing Agency. Connect with her on LinkedIn to stay up-to-date on all things MIG.

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