• By Galen O'Hanlon
  • 3rd March 2015

Content marketing for B2B companies: 5 reasons why it’s essential, and surprisingly easy

Think content marketing isn't for you? You're wrong. Here's why.

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So you're a company that sells to other companies – and you might think digital content can't help your business to grow.

But you'd be wrong. Just because you're not selling directly to consumers, you're still selling to people. Even the most beige of companies is made up of people – and people like digital content. Here are five good reasons why you should start content marketing immediately:

1. Digital content is great for SEO

Search Engine Optimisation: the big, obvious reason that you should be content marketing. Having more words on your website will make it much easier for the search engines to find. This is not an invitation to go keyword-stuffing. If your content is relevant, useful, and engaging then you won’t need to, because all the keywords will appear naturally. We hope.

2. It will strengthen your business relationships

Do it right – and often enough – and you can become the go-to place for information and analysis in your sector. If your potential customers can see that you’re switched on, knowledgeable, and engaged, then they’re much more likely to buy from you.

3. It helps to Establish your credibility

How do your customers know that you’re as good as you say you are? Show them with the content on your website. We’re not just talking about the homepage and testimonials – you can make content work much harder than that. Case studies, guides, white papers, infographics, blogs, everything: these things are an opportunity to show people who you are, and why you’re good.

4. It Makes you human

We train companies to write like humans, not corporations. That’s all well and good for the static copy on the website, but you can go further. Build up a bank of consistent and useful digital content, and you show that the ‘we’re human bit’ wasn’t just something your copywriter told you to do.

5. It doesn’t have to be cool 

You don’t have to make a viral video. You don’t need to design the latest interactive ad. Coca-Cola and Oreo and Irn-Bru are famous for their content marketing across social media platforms – but that isn’t the only way. Content marketing is not about getting down with the kids, or suddenly trying to appeal to hipsters. It’s about reaching your customers, wherever they are. And a lot of the time they’re on the web.

Convinced? Now read about putting together a great content strategy for the web

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