Content marketing means promotion with the help of creating and publishing content. This content can be used to promote various products or services. For example, in e-commerce, you use interesting product descriptions and stunning product images for marketing. As a result, you get leads and conversions.
Business-to-Business (B2B) marketing, however, is a little different. In this type of marketing, businesses try to sell their products/services to other businesses instead of customers. It is a very important source of revenue and can not be overlooked. Implying strategies for increased B2B leads can be very profitable.
There are a number of content marketing tools that can assist businesses to increase their B2B sales. This article is going to cover such tools. But first, let’s talk about some things that these tools can improve.
Enhancing Brand Awareness and Visibility
Content marketing tools can help you increase the brand awareness of your business among your target audience. Also, they can improve the visibility of your business in the search engine.
Here are some points that explain how these tools do so:
- Content marketing tools assist marketers in so many ways. This reduces their workload greatly. As a result, marketers don’t find this marketing process difficult anymore. So, they become consistent in content creation and distribution. This practice yields great results in terms of sales and lead generation.
- Some tools help build trust between two different businesses. For example, tools for sharing positive reviews. They can help the other business know that your customers are satisfied with your service. Furthermore, according to an online source, 70% of marketers keep building brand awareness as their top priority.
- Similarly, brand awareness can also be enhanced by content marketing tools. This can be done by showcasing your portfolio or any past achievements on your website. In this way, you can show the other business that you have industry expertise.
All the above-mentioned factors can be easily improved using content marketing tools.
Improved Engagement and Nurturing with Other Businesses
Content marketing tools can help you identify the preferences of other businesses in your industry. You can research these businesses and edit your content accordingly. In this way, they might want to purchase your services.
You can generate B2B leads by creating content that provides value to other businesses. Try to retain their attention by saying things that would benefit other businesses in the market. You can explain various offers on your website’s landing page. Or, you can write blog posts in which you explain the perks of your brand in a non-promotional way.
Things like content formats also matter in B2B marketing. You should use proper formatting to give off a professional look. Also, the structure of your content should be in such a format that it is easy for readers to navigate through it.
An online study says that 80% of B2B buyers want to have a buying experience like a B2C customer. So, think of other businesses as your customers and create engaging content accordingly.
Optimizing Content Strategy with Data-Driven Analytics
In any type of marketing, you first have to create a marketing strategy or plan. The same goes for B2B marketing. Once this plan is structured, you try to implement it. Content marketing tools keep you aware of your progress. Given in the following is a list of ways these tools can do so.
Content Analytics and Performance Tracking
Data analytics tools can keep track of your marketing campaigns. This includes the B2B campaigns as well. You can use these analytics to determine if your strategy is working or if it needs changes.
A/B Testing for Maximum Impact
The information from performance tracking tools can be used to try out new things. For example, if your strategy for B2B lead generation is not working, then you can create a new plan or make changes to the old one. In other words, these tools will allow you to test different strategies to find out which one works best for you.
Identifying and Leveraging Trending Topics
Just as explained before, analytics tools help you find out the flawed parts of your marketing strategy. Once you notice a decline in your performance, you can look for trending topics or strategies and imply them in your marketing plan.
Increased Efficiency and Time Saving
We have mentioned before that content marketing tools can help you save a lot of time and effort. But let’s explain it in a little more detail. Here is a list of processes that these tools can perform to save time and increase efficiency.
- Online marketing tools allow you to create a routine for uploading content. You have to set up these tools only once, and it will do the rest. For example, you set up a content marketing tool to upload content every Thursday at a set time. Now you can add multiple files in a specific order, and the tool will upload them one by one on every Thursday.
- Marketing tools keep work streamlined. Some tasks that would otherwise require a team of trained professionals can be done with the help of a single tool. Such a tool can manage multiple projects at the same time. For example, it can manage your e-commerce campaign and B2B campaign simultaneously.
- Content marketing tools can also provide pre-built templates and content libraries. You can use them to save a lot of time.
Better Search Engine Optimization (SEO)
If you want your business to flourish, then your website’s SEO performance should be great. However, SEO for B2B is a little different from traditional SEO. Nevertheless, it can be improved in many different ways.
According to a B2B marketing statistics site, 61% of B2B buyers visit review sites before choosing a service provider. So, it is a good idea to get listed on such websites.
Here we have listed how marketing tools can improve different aspects of B2B SEO.
Keyword Research and Optimization
Normally, you would choose a target audience that comprises daily web surfers who have shown interest in your product or service. But when it comes to B2B marketing, your target audience should be the employees of other businesses who decide whether to buy a product or not. Marketing tools can help you identify the best keywords for this purpose, and you can optimize your content accordingly.
Content Structure and Readability
When trying to grab the attention of a professional through content, it shouldn’t have any writing errors. You can use content marketing tools to create content that is readable, grammatically accurate, and easy to understand.
Just like keywords, backlinks in your content should also be the ones that can impress other businesses. If you have relations with any trusted company, then linking to their website can be a good idea. This will let other businesses know about your credibility.
Measuring Return On Investment (ROI)
The main purpose of generating B2B leads is to produce revenue. Content marketing tools can keep track of this ROI. These tools tell you if your B2B leads are becoming conversions or not. With the help of this information, you can make changes to your content creation plan in such a way that it generates more conversions.
Similarly, these tools can also help you identify high-performing content types. In this way, you can optimize your content to perform better.
Moreover, the calculations, such as cost per lead, can be calculated with these tools. These numbers can also help you make key decisions about your content marketing plan.
Popular Content Marketing Tools for B2B Lead Generation
We are now going to list some of the content marketing tools that we have been talking about in the article above.
HubSpot is a diverse platform. It provides multiple services related to customer relations management. It has 5 different products for different purposes. These are:
- Marketing Hub (for managing marketing campaigns)
- Sales Hub (for improving sales)
- Service Hub (for customer support)
- CMS Hub (for website management)
- Operations Hub (to manage data)
You can purchase any of these products according to your need and move further on your journey of generating B2B leads and sales.
You can use SEM Rush mainly to manage your paid advertisements. These advertisements can be used to interest other businesses. Other than that, it also provides SEO services. This tool provides you with all the information that you need to rank in organic search.
However, its most useful tool in terms of B2B marketing is the market research tool. You can use this tool to monitor the behavior of your fellow businesses and then optimize your content in such a way that interests them.
Prepostseo is a content optimization toolkit. It is a platform that has all the necessary tools that you need to optimize your content for better SEO performance. Tools like plagiarism detector, grammar checker, and paraphraser can help you enhance the quality of your content.
Such content provides value to a reader and also is well-optimized for search engines. You can use this platform’s tools to enhance the quality of your content. Resultantly, you can grab the attention of other businesses.
Buzz Sumo helps its users to stay aware of all the trending topics in the industry. In other words, this tool can be used to generate ideas. It is designed in such a way that it can search for hot topics in any niche.
Other than that, this platform can also keep track of things like your online mentions and other alerts. In this way, you can manage your B2B marketing and catch the interest of your target businesses by covering some trending topics.
Trello is a project management platform. This tool can keep you following your B2B marketing strategy. Its interface shows you your schedule so that you know what your next step is. Similarly, it also keeps track of all the tasks that you have completed.
Additionally, it also has tools for online meetings, brainstorming, and task management. Simply put, this tool assists you in managing all your ideas related to B2B marketing. Trello could be compared to Asana. You maybe read about Trello vs Asana
Content marketing tools can be very useful for multiple reasons. For example, they can save a lot of time and resources. This makes your work more productive and improves your overall business.
You should use these tools to keep adapting and evolving your content strategy. Similarly, you should constantly be trying to make content that might interest other businesses and ultimately result in profitable B2B relations.
Author Bio –
Eric Williamz is a passionate content writer and blogger. Being devoted to making a difference through his publications, he chose to blog as a career during his academic years. Compiling his knowledge from Computer Science, he is pursuing to present best solutions through his writings.