Best Practices - B2B Content Marketing Strategies
Some three best practices for B2B content marketing are measuring success, embracing user-generated content (UGC), and knowing the target audience by creating buyer personas.
- According to research, more than 50% of B2B marketers fail to properly document and fully utilize analytics, thus making it difficult to measure the success of the campaign.
- According to the Content Marketing Institute, the following are the most important metrics, according to B2B marketers:
- Sales Lead Quality (87%)
- Sales (84%)
- Higher Conversion Rates (82%)
- Sales Lead Quantity (71%)
- Website Traffic (71%)
- Brand Lift (69%)
- SEO Ranking (67%)
- Customer Renewal Rates (66%)
- Purchase Intent (64%)
- Subscriber Growth (62%)
- As per G2 Crowd, each B2B marketer has different goals, so a good rule of thumb is to ensure that one determines their KPIs, monitor relevant analytics, and keep track of the most critical metrics that count towards achieving the goals.
- According to the Content Marketing Institute, return on investment should be measured with 55% of the most successful B2B organizations measuring their content marketing ROI. Average B2B marketers spend 26% of their total marketing budget on B2B content marketing, while the most successful ones spend 40% of their marketing budget on B2B content marketing.
- Some analytical tools used to measure content ROI are Google Analytics, MonsterInsights, Hotjar, BuzzSumo, and Hubspot CRM.
Embrace User-Generated Content
- According to G2 Crowd, 92% of consumers rely on people they know or referrals for content and word-of-mouth (WOM) marketing results in twice the sales than paid marketing. For B2B companies, displaying reviews can increase conversion rates by up to 270%.
- As per research, 70% of people trust images react to or liked by other people than images created by the brand. Also, 61% would most likely engage with ads if they contain user-generated content.
- An article from Forbes noted that B2B decision-makers value the comments and opinions of other professionals' buying choices. Persuasive user-generated content (UGC) can help them to take action, and hence, partnering with influencers and rewarding existing customers contributes to a business's user-generated content.
- Examples of companies that have leveraged UGC are Hootsuite via Instagram and Buffer's platform.
- B2B companies should leverage social media for user-generated content since over 5 billion people own mobile phones, and 50% of them are on social media.
Know Your Audience and Create Buyer Personas
- According to research, for B2B businesses to give their customers more value, they need to understand their audience's pain points and create content that specifically addresses those interests.
- Using marketing personas eases website use by a factor of between two to five. Using buyer personas by personalizing emails can increase click-through-rates by 14% and conversion rates by 10%.
- A recent Content Marketing Institute survey shows that B2B teams leveraging well-researched personas were successful, but only 42% were actually talking to their customers.
- A good rule of thumb is direct communication with customers as this is the only way a B2B marketer can know what content target customers identify with.
- A strong buyer persona should include "the fictional buyer's name and title, basic demographics such as age, income, location and lifestyle, key identifiers, values and preferences, and pain points and challenges."
- According to the Content Marketing Institute, 90% successful B2B organizations prioritize their audience's informational needs over the organization's promotional message.
We were able to determine these three best practices by compiling lists of best practices from reputable sites such as Forbes, G2, Entrepreneur, Content Marketing Institute, and from B2B content marketing experts like Neil Patel. These three best practices are mentioned four times out of five lists we compiled. Also, we have included success metrics and quantitative data for each best practice, and these are the main reasons why we have considered these three as best practices. Neil Patel was featured in INC and was labeled as one of the most successful and ubiquitous digital marketers. He is a New York Times, Los Angeles Times, USA Today, and IndieBound bestseller and was recognized by President Obama and the United Nations as one of the top 100 entrepreneurs under 35. His clients include Amazon, eBay, Google, Salesforce, NBC, General Motors, Hewlett Packard, and Viacom. Thus, we can be confident that the data from his company and blog is reliable and credible.