Content is what sets you apart
It’s the fuel behind inbound marketing – it carries the message your company wants to deliver to your customers at the right time and in the right place.
It’s what powers a successful inbound strategy by pulling people from one stage of the inbound methodology to another and addressing their challenges and questions.
It’s what attracts the right visitors to your site, converts them into leads, nurtures them, helps close them into customers, and then delights them into promoters.
Content in B2B
Content marketing works for every type of business.
In fact, according to a report put out by the Content Marketing Institute, 85% of B2B marketers identified the creation of quality and efficient content as being a leading factor for increased marketing success in 2016.
Additionally, based on company metrics, 78% of these B2B marketers report an increase in audience engagement and 57% saw an increase in sales with use of content for their B2B marketing.
The content process
Now that we've established the importance of content, where do you start and what should you focus on?
The best way to optimize your content for your inbound marketing strategy is to follow a content process that involves 4 main steps:
- Consider the content’s purpose, format and topics.
- Create content that builds trust amongst your prospects.
- Get your content in front of the right people at the right time.
- Analyze & repeat. Determine what worked and what didn’t, and repeat your successes.