By Art Allen

For B2B brands, having a content marketing program tends to be a given. But one of the challenges of having a baseline assumption is that it can be easy to lose sight of why content marketing became such a cornerstone of B2B marketing in the first place.

Let’s take a detailed look at why content marketing is important for B2B brands and how you can get the most from your content strategy.

1 — Content draws people organically to your brand

Consistent content creation supports your broader search engine optimization (SEO) efforts, making your brand more discoverable and authoritative in organic search results.

The more high-quality content you have, the better your website will perform overall. This is especially true after Google’s helpful content update that rolled out in summer 2022.

This update from Google is incredibly good news for B2B brands, because helpful B2B content is also intent-qualified content. In other words, if you’re writing what B2B buyers in your industry are genuinely looking for, and providing legitimately useful information, you’ll eventually start showing up higher in search results.

So, instead of cramming your blog post full of keywords, write something that is actually useful to your customers and you will be rewarded with additional organic traffic.

Research has shown that organic search accounts for more than half of all website traffic.

“Instead of cramming your blog post full of keywords, write something that is actually useful to your customers and you will be rewarded with additional organic traffic.” — Art Allen @punsultant
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2 — Content reinforces your credibility

Ranking well in search results is a good first step toward establishing your content’s credibility. But that initial goodwill only goes so far. To reinforce your brand as an authoritative voice in your field, you need to send signals to your readers that you are a credible source of information.

The baseline signal of credibility is being brand-agnostic and user-focused. If your content comes across as salesy and pushy, readers will move on quickly.

On the other hand, if your content prioritizes answering reader questions, includes relevant statistics, cites third-party sources, and links to other relevant content on your own website, you are much more likely to be seen as a credible resource.

If that’s not enough, you can supercharge your brand’s credibility by including influencers in your content marketing. Relevant quotes from industry experts are a potent signal to readers that you are interested in providing a holistic take on the topic at hand, and that your brand is in alignment with respected voices in your niche.

3 — Content helps you build relationships and loyalty

Performing well in search gets readers in the door, and reinforcing your credibility keeps them reading. If you keep doing this by consistently publishing relevant and valuable content, you can foster strong, long-lasting connections with your target audience.

But you can’t just address final decision makers or subject matter experts. You’ll want to have content that covers …read more

Source:: Top Rank Blog

Author: Aaron