Content lays the foundation for successful marketing. It can educate, persuade and build trust. With blog posts, white papers and social media updates, you can create a powerful – and cost effective – inbound marketing system that brings you new leads and sales.
If you’re developing a content marketing plan for your B2B company, you’re not alone. Over 91% of respondents in the annual State of B2B Content Marketing survey use content marketing for their inbound efforts.
Other key insights from the survey include:
- B2B Marketers are spending 33% of their marketing budgets on content marketing (up from 26% last year).
- 54% of respondents plan on increasing their content marketing spending in the next year.
- 83% of marketers use LinkedIn as their top channel for social media distribution.
While last year’s survey showed that creating engaging content was an issue, this year 64% of respondents cited that producing enough content was the biggest challenge they faced. 52% faced problems with creating engaging content, and 45% reported that they were having trouble producing a variety of content.
If you can relate, there’s good news. Finding a content marketing partner can help your B2B inbound marketing efforts and solve all three challenges.
Creating Enough Content
Content marketing is an ongoing marketing activity. You need to create fresh content on a weekly, monthly and quarterly basis in order to stay top of mind with your audience. With production needs like this, it’s no wonder that many B2B marketers are challenged to create enough content. There’s a lot of planning, writing and publishing that needs to be done.
That’s why many content marketers find it helpful to outsource content creation – either entirely or partially – to an inbound marketing partner. By creating the plan together and dividing the work between your in-house team and your outsourced provider, you can make sure that your brand is making use of all of the available content marketing options.
Creating Engaging Content
B2B marketers know their own product or service inside and out, but it can sometimes be difficult to step outside of that framework and see their business from their ideal customer’s perspective. Creating content that engages that audience can be difficult. Being too close to the product or service can prevent you from being able to find topics and ideas that are helpful to your customers. A content creation partner can help your company get an outside perspective on what makes you unique, and help you craft engaging content that is clickable and shareable.
Creating a Variety of Content
So you’ve got a great design team but no one on staff that can manage blogging? No problem! When you find a content marketing partner, you can focus on the content pieces that are easiest for you to create without sacrificing variety. With an inbound partner who creates content, you can make use of all of the methods of content marketing including email newsletters, articles on your website, case studies, videos, white papers and more.
Content marketing partners can help you overcome your B2B marketing challenges. By dividing the work, getting an outside perspective and tapping into content types that you’re unfamiliar with, a content marketing partner can help you experience all of the benefits of content in your business.