How to Rescue Your B2B Content Marketing Strategy?

Content marketing is a powerful and effective way to reach your customers. When working within the Inbound Marketing methodology, it works as a very effective attraction and conversion tool.

What is content marketing?

Contrary to what many believe, "content marketing" is not a new term or a cliche of marketers. Content marketing has been present for more than 100 years, in magazines and/or newspapers. However, today far from using it as part of an advertising strategy, brands have been dedicated to producing increasingly specialized content to reach a specific audience consistently without losing the focus of marketing. The digital marketing agency is also focusing on their client’s requirement for content strategies that could help them to reach the goal.

What is the difference between advertising and Content Marketing?

I must clarify that I am not against conventional advertising. There is nothing wrong with doing PR or using traditional marketing tactics. Even many people using all bound strategies combining traditional tactics with inbound methods. But, today, consumers are in complete control of what, how and when they consume information, and are hardly influenced by advertisements.

How do we gain the attention of the consumer who lives connected?

You guessed, formulating a content strategy that includes the pieces of quality content that your audience needs and helps them in their daily lives. And as long as they find it valuable and begin to trust you, they will permit you to get context about their purchase intentions.

Therefore, if you want to visualize yourself as a company that comes out to rescue and loyalty to your audience, you should focus on seeing yourself more as a media company that creates its audience and, at the same time, offers a product or service.

If you have a lot of money and spend it on all possible advertising, that's fine it's what most companies are doing. You can keep doing it, but many companies can't afford that. Let's imagine that you sell country houses, so you place an ad to promote your new real estate project on Facebook and also buy advertising spaces in other media (panels, newspapers, magazines, etc.).

Then, as soon as you get a prospect (name and email) asking for more information through Facebook, the next thing you do is try to sell, sell, sell, until you run out of that prospect.

“Stop selling and start helping”

On the other hand, when you use content marketing within the Inbound Marketing methodology to sell, when a prospect arrives from which you barely know your first and last name, the first thing you should do is relax, and start delivering “value through new content of consistent way.

Remember to always keep in mind the following: “Beyond visits and likes, the main indicator that your content strategy works depends on gradually earning subscribers and understanding their behaviors throughout their purchase cycle or buyer journey.