Success in marketing means staying ahead of the curve on changing trends. As new ideas in content marketing surface, those who analyze them and adapt the quickest are most likely to survive. New and evolving B2B content marketing strategies continue to shift and take shape, all with the potential to add important value to digital marketing and the role of the chief marketing officer (CMO). Here are four B2B content marketing imperatives on our radar and how you can take advantage of them. 

4 B2B Content Marketing Musts:

1. Content Marketing Performance Measurement

Digital marketing provides B2B marketers with a treasure trove of data on the behaviors and decision-making processes of target audiences. However, data alone doesn’t translate to value. CEOs want to see that marketing spend is generating a return on investment. With that in mind, it’s important to make a connection between the data received from inbound marketing efforts and the value it delivers to the company. To make your case, consider focusing on these three data points:

  • Which channels are working? Did email campaigns or social media outreach generate the best ROI? Data can show the CEO exactly from where B2B clients are coming, allowing the team to make smarter decisions about where to invest its marketing spend.
  • What content is resonating? Content marketing allows B2B marketers to trace lines back to the exact content that is generating the most engagement with clients.
  • Which target audience is responding? B2B marketers can use data to show CEOs which target audience groups are responding, reaching out to the company, and then converting to buyers.

2. Integrated Digital Journey

In this business, building brand loyalty is key to survival. Rather than constantly fighting for new customers against the competition, B2B marketers use the right content marketing strategies to build brand loyalty, and drive B2B clients’ purchasing decisions. An integrated digital journey is the first step on this path.

Consumers overwhelmingly prefer to work with brands that provide a smooth journey and offer an excellent user experience across various platforms. Whether it’s email marketing content and social media posts or blog articles and superior call center service, customers want a smooth, integrated journey. Newscred points out that 84 percent of consumers expect brands to create content that is relevant, provides solutions, entertains, and informs. Unfortunately, it’s also been noted that 60 percent of all content fails in this respect.

The right content, delivered at the right time across the proper marketing verticals, showcases the brand in a positive light. When it is easy to interact with, informative, and useful to the consumer, loyalty grows. With growth in loyalty comes a growth in revenue as well.

3. Content Personalization

B2B content marketers have been much slower to adapt to content personalization than their B2C counterparts. The time has come to bridge this gap. Dynamic content that responds to the needs of individual B2B clients is critical to success in personalization. The right tools can help a brand collect all the data needed, from demographics on a client’s company name and industry to its geographic location. This can all be put to good use when personalizing content marketing to meet the expectations of various clients.

4. Marketing on LinkedIn

Social media such as Facebook and Pinterest have long been used in the B2C realm, but B2B content marketing is starting to catch up in its own right. The primary difference is the platform of choice. As Forbes points out, the acquisition of LinkedIn by Microsoft in 2016 led to a slew of new features that make the platform efficient and cost-effective for B2B marketers. One example is InMail analytics. Now, B2B content marketers can see which InMail contact efforts work and which ones don’t. This means more data-driven decisions can be made, saving money and increasing efficiency with marketing spend.

Content marketing delivers actionable data that enables brands to make data-driven decisions.Click To Tweet

Value of Content Marketing to the CMO Role

Content marketing delivers actionable data that enables brands to make data-driven decisions. This not only helps companies more effectively reach out to B2B clients and make better connections, it also provides hard proof of the value content marketing brings the firm overall. CMOs can use this to showcase content marketing successes for the business, highlighting the effective marketing and cost efficiencies.
How to Launch a Content Marketing Strategy in Eight Easy Steps [Guide]

Justin is responsible for leading overall direction on all digital programs and projects as well as overseeing and advancing the agency's digital competency and teams. He works alongside our senior management team to provide strategic and tactical client counsel; help set client expectations; and collaborate with account teams on project implementation and competency training. Justin holds a Masters in Business Administration with a dual concentration in Marketing and Management Information Systems, and a Bachelor of Arts in English, General Literature and Rhetoric from Binghamton University.