5 Reasons Why You Should Outsource Your B2B Content Marketing
Your B2B content marketing efforts have one primary goal – to put valuable, relevant and informative information in front of your prospects and existing customers. It is the vehicle to generate quality leads and to drive higher conversion rates. You are providing actionable insights for your target audience. The content you are creating becomes the resources professionals use to drive their companies purchasing decisions. Customers are no longer waiting to find out about products and services from the sales department calls. They are heading online and seeking out the answers to their questions themselves.
They will hopefully come across your engaging social media posts, blog articles that solve their pain points, your latest webinar, website copy, white papers, infographics, videos, podcasts and email newsletters, etc. Every interaction with your content strengthens the prospects relationship with your brand (well, only if it’s really good content).
Are you confident enough that you can generate industry defining content in-house? Do you have the writing ability and the time to craft conversion creating copy? Does outsourcing this work seem like an unnecessary expense? Here are five reasons why you should investigate using professionals to make your presence felt in this arena.
1. You Might Not Have the Right Expertise
It’s a war of the words out there. Battles are being fought against competitors with the power of creative copy. It’s not enough to trot out an article every so often and hope to gain ground, you have to come with a vision, a plan that puts you consistently on top. A content marketing strategy is not about how many keywords you can stuff into a blog post to rank higher. If you want Google to take notice of you, it’s algorithm is going to need a little more effort on your part.
Having knowledge about how to create an overall strategy for the channels at your disposal is not gained overnight. It requires time, trial and error, testing and tenacity. The pros have done the legwork. They know what works and what doesn’t. Most importantly they know how to cut through all of the clutter, debris and empty noise on the net to reach your prospects. They have worked out what will be consumed by our short attention spans that seek life enhancing information. A strategy based on knowledge and know-how is going to impact your business growth positively and you’ll experience exceptional ROI from investing in professionals.
2. Prospects Expectations Demand Quality Content
We have all spent enough time online to know what truly great content looks like. Most of us scan through the headlines to get the basic gist of an article or paper, but then comes the moment when we sense that what we are reading is of superior quality. We slow down and absorb more of the lush text or engaging visuals. We take note. We click to the brand’s website hungry for more input. We bookmark, join a newsletter, and imprint the memory of a valuable experience. We know we are consuming a “best seller”. If you want your B2B content to make a lasting impression, you have to give it a fighting chance. Using graphic designers and writers with wordsmith prowess will catapult your content into prime time online viewing. There is just no substitute for quality.
3. You Have to Create Content Consistently
If you want to be visible online, you have to understand that you are actually a publishing house. You must be putting out quality content all the time. Your subscribers are going to expect to receive their weekly dose of your newsletter tips. They are waiting eagerly for your B2B product updates and they want to download your whitepaper that is going to make doing their jobs a whole lot easier. If you don’t have the team or the time to meet your customer’s expectations, you will be doing your brand a disservice.
Content marketing can often get relegated to the bottom of the to-do list when it comes to the crunch where your key responsibilities have to be met. But having an inconsistent output of content is going to cost you in the long run. In the hands of a professional, all you have to worry about is finding the time to read the great new content that’s been generated and is already drawing traffic en masse to your site.
4. You Need Great Testing, Tracking and Analyzing Skills
If you are struggling to find enough time to upload quality content regularly, you are certainly not going to be able to test, track and analyze it. There is no point putting out fabulous content if you don’t know how it’s being received. You want to be able to repeat successes and transform low performing content. You want to know where your weaknesses are in your B2B content marketing and how that impacts your overall strategy. Understanding the metrics regarding your current efforts will give you actionable insights just like in every other aspect of your business.
B2B marketing agencies are equipped to make adjustments based on the data they receive from constantly tracking and analyzing content. They can then implement changes to make sure your content reaches the intended targets. Hiring professional to tackle the metrics and then having them show you how to interpret the findings, means you will be putting your budget in the right places, using the right content.
5. An Outside Eye Can Lead to Innovative Content
Sometimes you just need a new set of eyes on a situation. You know you have a great product but you might not be getting that message across to your potential consumers. You might be putting them to sleep with jargon filled technical essays or perhaps your content is too informal for what you are attempting to convey. Bringing in an outside B2B inbound marketing company can give your content a boost. Sometimes we just need a different perspective to help us not be so myopic about our own product. We get to see an expanded view of our company when we see it through the eyes of an outsider. These professionals can bring a creative approach you might not have contemplated or even known was possible. It can result in a surge of optimistic fervor surrounding the possibilities for your product.
B2B content marketing done right, is a formidable force for generating leads, attracting new customers, improving your SERP’s ranking, driving increased web traffic to your website, positioning you as a thought leader in your industry, improving customer retention and building your brand. Bringing on professionals to optimize all of these opportunities will elevate your company’s presence online, save you time and ensure quality content.
Give us a call to see how we can assist you with creating a B2B content marketing strategy that converts.