Marketing has evolved, and the most successful companies have had to adapt. The days of interruptive advertising are over, and customers now have more control. To succeed, businesses must create compelling content that their target audience wants to consume.
Content marketing is essential for various reasons. For starters, B2B customers usually research a potential purchase for weeks or even months before making a decision. This means that businesses have a lot of time to influence their decision-making process.
Furthermore, content marketing can help businesses build trust and credibility with their target audience. In the age of fake news and clickbait headlines, businesses are more important than ever to be seen as trusted sources of information.
So, what sets the top B2B content marketing companies apart from the rest? Here are a few key things to look for:
1. How They Chase Traffic
In most cases, B2B content marketing companies chase traffic without considering intent. But if a company is only interested in getting as much traffic as possible, they’re not likely to create valuable content for their target audience.
Typically, they get a list of the needed keywords and prioritize them by volume to generate content ideas. This process often creates a lot of content that no one wants to read.
On the other hand, the best B2B content marketing agencies understand the importance of creating content for specific stages of the buyer’s journey.
They know that not all keywords are created equal and that some are much more valuable than others. They take time to understand the customer’s pain points and come up with ideas for relevant content based on this, after which they generate keywords.
2. Their Understanding of Audience Levels
Audience levels are a vital concept in content marketing. They refer to the different stages of awareness a potential customer has about a problem or need. To create truly compelling content, businesses need to understand these levels and create content that’s appropriate for each one.
The top B2B content marketing agencies deeply understand audience levels and create content accordingly. They know that a customer just starting to become aware of a problem will need different content than someone already familiar with it.
The goal is to create content that will educate and inform the reader at each stage of their journey. This way, you can slowly build trust and credibility with them until they’re finally ready to make a purchase.
3. Content Promotion
Creating great content is only half the battle. Once it’s been created, businesses need to put in the effort to promote it. After all, what good is great content if no one ever sees it? That is where many content marketing services fail.
Some will publish the content and wait for the SEO algorithms to do their job. Sadly, this doesn’t always work. The best B2B content marketing agencies have a solid plan for promoting the content they create. This might include everything from social media promotion to email marketing to paid advertising.
4. Accountability For Lead Generation
Many B2B content marketing companies will discuss their ability to generate traffic and leads. But at the end of the day, what matters is whether or not they can deliver on those promises. Unfortunately, there’s no easy way to hold content marketing companies accountable for lead generation. In many instances, they will give metrics that are hard to verify.
However, you can measure the ROI of content marketing. And any reputable company should have no problem providing case studies or other examples that show the results they’ve achieved for their clients.
Generally, choosing a content marketing agency is a big decision. After all, they will be responsible for helping you shape the way potential customers perceive your business. Make sure to do your research and only work with a company that you feel confident in.