Cast your minds back to 2013: Google told us that B2B buyers don’t usually contact suppliers until over half of the purchase process is complete. This process begins with search and continues with content. This week, MarketingLand has highlighted some of the B2B goings-on in the third quarter of 2014. And it seems that organic content is B2B’s best buddy at the moment.
At the start of this year, a staggering 93% of B2B brands claimed they were involved in content marketing of some description and, out of these, 81% said that articles on their website was their content marketing tactic of choice. Other tactics include social media content, eNewsletters, case studies, videos, infographics and print magazine – to name but a few.
And what do all these content tactics have in common? Well, they’re all involved in a brand’s organic strategy. They are all designed to strike at specific moments, reaching the customer at the right point in their journey and with the appropriate solution.
How is the performance of these tactics measured? For 63% of B2Bs surveyed, it’s by web traffic. For 54% it’s sales lead quality, followed by social media sharing, sales lead quantity and SEO ranking.
It’s pretty easy to see why web traffic is at the top of the list: new research has shown that organic search is by far the biggest driver of traffic and results for B2Bs. This is above and beyond other channels, such as paid search and social.
Put simply, creating quality content for your website is one of the best things you can do; it captures prospects at numerous stages within the conversion funnel. But it’s not just quality – it’s powered by strategy and data, too. It may be a little early to be thinking about 2015 just yet, but B2Bs need to sharpen up their prime weapon - their content - in order to succeed in the organic search channel.
Are you team organic or team paid search?
Vicky Shelton-Smith - Business Development Executive