{"id":4392,"date":"2020-05-28T12:58:30","date_gmt":"2020-05-28T10:58:30","guid":{"rendered":"https:\/\/www.cosmicdevelopment.com\/?p=4392"},"modified":"2024-01-22T15:58:37","modified_gmt":"2024-01-22T14:58:37","slug":"how-to-use-content-marketing-in-your-b2b-lead-generation-strategy","status":"publish","type":"post","link":"https:\/\/www.cosmicdevelopment.com\/how-to-use-content-marketing-in-your-b2b-lead-generation-strategy\/","title":{"rendered":"How to Use Content Marketing in your B2B Lead Generation Strategy"},"content":{"rendered":"\n<p class=\"has-medium-font-size\">Content marketing is a highly effective, scalable, and affordable way to generate strong leads for your <a rel=\"noreferrer noopener\" aria-label=\"B2B marketing strategy (opens in a new tab)\" href=\"https:\/\/www.cosmicdevelopment.com\/blog\/how-to-build-a-strong-b2b-marketing-strategy\/\" target=\"_blank\">B2B marketing strategy<\/a> consistently. Today, more than ever, during this COVID-19 situation, your clients and your leads want to feel that you care about them and that you are willing to provide additional value to their business. The impact of social isolation and the increase of many ongoing news and distractions in today\u2019s everyday life make the attention span even lower. It makes this period to be even more challenging. The pressure is real, and the success of your company\u2019s content depends on how much value that content will provide.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">Producing content that is engaging is a constant challenge. Content marketing is not as simple as it might seem, and there are many challenges that B2B marketers face. Some of the key challenges are:<\/p>\n\n\n\n<ul>\n<li>Producing engaging content<\/li>\n\n\n\n<li>Producing consistent content&nbsp;<\/li>\n\n\n\n<li>Measuring content effectiveness&nbsp;<\/li>\n\n\n\n<li>Producing content from experts<\/li>\n\n\n\n<li>Lack of Budget<\/li>\n\n\n\n<li>Having Skilled Content Marketing Professionals&nbsp;<\/li>\n\n\n\n<li>Lack of Marketing Integration <\/li>\n<\/ul>\n\n\n\n<p class=\"has-medium-font-size\">When we say content marketing, we suggest creating and sharing content in various formats that provide value to your target market and get your clients to act or <a rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\" href=\"https:\/\/www.cosmicdevelopment.com\/blog\/free-it-consultation-during-coronavirus\/\" target=\"_blank\">schedule a free consultancy<\/a> to get more insights. The most used B2B content marketing tactics are social media content articles, eNewsletters, articles on your website, blogs, case studies, videos, illustrations, photos, white papers, infographics, research reports, microsites, e-books, mobile apps, in-person events, online presentations, webinars\/webcasts, conferences, podcasts, games and gamification.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">There are many options for using suitable tactic depending on what your business does, but here is a list we think is a must-have content variety you need to offer your potential leads:<\/p>\n\n\n\n<ol>\n<li><a href=\"#blogs\">Blogs&nbsp;<\/a><\/li>\n\n\n\n<li><a href=\"#ebooks\">eBooks<\/a><\/li>\n\n\n\n<li><a href=\"#research\">Research<\/a><\/li>\n\n\n\n<li><a href=\"#videos\">Videos<\/a><\/li>\n\n\n\n<li><a href=\"#casestudies\">Case Studies<\/a><\/li>\n\n\n\n<li><a href=\"#reports\">Reports<\/a><\/li>\n\n\n\n<li><a href=\"#cta\">CTA<\/a><\/li>\n<\/ol>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"blogs\"><strong>Blogs<\/strong><\/h2>\n\n\n\n<p class=\"has-medium-font-size\">The first step of the content marketing strategy is to have valuable articles on your blog. If your company already has a vast range of blogs that trigger curiosity and solve problems for your clients, you need to make analysis in your social media pages and within your company\u2019s <a href=\"https:\/\/www.cosmicdevelopment.com\/blog\/what-i-learned-from-google-analytics-academy\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">Google Analytics <\/a>account. To have result-driven content, you need to analyze your buyer personas &#8211; your targeted audience profiles and, more specifically, their pain points and challenges. You need to know what they\u2019re struggling with and write your blog content around while experimenting with the content proven to be popular and trendy.&nbsp;<\/p>\n\n\n\n<p class=\"has-medium-font-size\">The first step in creating relevant B2B blog posts for your audience is to target the posts with the client\u2019s main points and offer solutions on how to solve their challenges. If you seek a faster and easier way to do this, the only way is with outsourcing expertise. There are many <a rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\" href=\"https:\/\/www.cosmicdevelopment.com\/blog\/first-hand-reasons-why-outsourcing-content-creators-is-the-right-way-to-go\/\" target=\"_blank\">reasons why outsourcing content writing is the right solution<\/a>. To discuss further the benefits of outsourcing content creators, <a href=\"https:\/\/www.cosmicdevelopment.com\/hire-us\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">schedule a free consultation<\/a> with us today.<\/p>\n\n\n\n<figure class=\"wp-block-gallery aligncenter has-nested-images columns-default is-cropped wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"636\" data-id=\"4407\" src=\"http:\/\/staging.cosmicdevelopment.info\/wp-content\/uploads\/2020\/05\/a-vintage-typewriter-3601081-1-1024x636.jpg\" alt=\"to blog or nor to blog on a typing machine\" class=\"wp-image-4407\" srcset=\"https:\/\/www.cosmicdevelopment.com\/wp-content\/uploads\/2020\/05\/a-vintage-typewriter-3601081-1-1024x636.jpg 1024w, https:\/\/www.cosmicdevelopment.com\/wp-content\/uploads\/2020\/05\/a-vintage-typewriter-3601081-1-300x186.jpg 300w, https:\/\/www.cosmicdevelopment.com\/wp-content\/uploads\/2020\/05\/a-vintage-typewriter-3601081-1-768x477.jpg 768w, https:\/\/www.cosmicdevelopment.com\/wp-content\/uploads\/2020\/05\/a-vintage-typewriter-3601081-1-1536x954.jpg 1536w, https:\/\/www.cosmicdevelopment.com\/wp-content\/uploads\/2020\/05\/a-vintage-typewriter-3601081-1-2048x1272.jpg 2048w, https:\/\/www.cosmicdevelopment.com\/wp-content\/uploads\/2020\/05\/a-vintage-typewriter-3601081-1-370x230.jpg 370w, https:\/\/www.cosmicdevelopment.com\/wp-content\/uploads\/2020\/05\/a-vintage-typewriter-3601081-1-760x472.jpg 760w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\"><a href=\"https:\/\/www.pexels.com\/photo\/a-vintage-typewriter-3601081\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"Image source (opens in a new tab)\">Image source<\/a><\/figcaption><\/figure>\n<\/figure>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"ebooks\"><strong>eBooks<\/strong><\/h2>\n\n\n\n<p class=\"has-medium-font-size\">B2B eBooks are one of the most cost-effective content marketing strategies because they are jam-packed with information, valuable to the audience, and able to collect or convert potential customer information if you decide to use them as a lead magnet. In many cases, buyers are willing to register and share information about themselves in return for eBooks. In other words, this means that your company could get a leg-up on lead generation with eBooks, and that\u2019s why you need to include them into your editorial calendar content list.<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"research\"><strong>Research<\/strong><\/h2>\n\n\n\n<p class=\"has-medium-font-size\">If you are striving to create B2B content marketing that gets backlinks and improves overall SEO (Search Engine Optimization), original research is another must-have in your editorial calendar content list. This is because people\u2013writers want to back up their content with statistics. By collecting your statistics and running a survey or analyzing the results you\u2019ve brought to your clients, you will result in tons of industry authority and backlinks\u2013a key ranking factor in the search algorithms.<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"videos\"><strong>Video<\/strong>s<\/h2>\n\n\n\n<p class=\"has-medium-font-size\">The B2B video content marketing needs to be precisely what your audience wants to watch. In the beginning, you need to follow your Google Analytics reports and get to know what kind of blog content brings you the most traffic, whether it turns your traffic into leads and if not seize the data and use it as action steps accordingly. A good idea for this is to promote your current blog content with solutions in a visual and more appealing way.<\/p>\n\n\n\n<p class=\"has-medium-font-size\"><a href=\"https:\/\/www.cosmicdevelopment.com\/blog\/how-video-content-brought-success-to-rumble\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">Read more about how video content brought success to our client Rumble<\/a><\/p>\n\n\n\n<figure class=\"wp-block-gallery aligncenter has-nested-images columns-default is-cropped wp-block-gallery-2 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image\"><img decoding=\"async\" width=\"1024\" height=\"635\" data-id=\"4189\" src=\"http:\/\/staging.cosmicdevelopment.info\/wp-content\/uploads\/2020\/04\/rumble-bitola-1.jpg\" alt=\"Rumble video content creators at Bitola office\" class=\"wp-image-4189\" srcset=\"https:\/\/www.cosmicdevelopment.com\/wp-content\/uploads\/2020\/04\/rumble-bitola-1.jpg 1024w, https:\/\/www.cosmicdevelopment.com\/wp-content\/uploads\/2020\/04\/rumble-bitola-1-300x186.jpg 300w, https:\/\/www.cosmicdevelopment.com\/wp-content\/uploads\/2020\/04\/rumble-bitola-1-768x476.jpg 768w, https:\/\/www.cosmicdevelopment.com\/wp-content\/uploads\/2020\/04\/rumble-bitola-1-370x229.jpg 370w, https:\/\/www.cosmicdevelopment.com\/wp-content\/uploads\/2020\/04\/rumble-bitola-1-760x471.jpg 760w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">Our Rumble video content creators at the Bitola office<\/figcaption><\/figure>\n<\/figure>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"casestudies\"><strong>Case Studies<\/strong><\/h2>\n\n\n\n<p class=\"has-medium-font-size\">Most of the B2B tech buyers search for peer reviews and testimonials before purchasing. We advise and suggest to you, in the beginning, to create a few case studies on the growth of your biggest clients, starting with what kind of problem your clients had, what did they ask you to do, what kind of solution did your company suggest, and the results your company delivered. Actionable case studies will prove to your potential clients that your service works. You would be giving them data to show it in real-life while you tie in a success story from your existing clients.<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"reports\"><strong>Reports<\/strong><\/h2>\n\n\n\n<p class=\"has-medium-font-size\">One other way to bring value is with free downloadable research included in a report file. Reports are part of content marketing but are time-consuming which is valuable as it serves the clients with up-to-date research data on the topics that they find useful for their business. For the current clients, it is great to send this in an email Newsletter, and for the potential clients, it can be a great lead generation source on your website. Research and reports as content writing build trust, as it educates your clients and provides valuable insights.<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"cta\"><strong>CTA (Call to Action)<\/strong><\/h2>\n\n\n\n<p class=\"has-medium-font-size\">If you already have valuable content, our next step is to include a call to action or CTA. A good content marketing needs to level up your lead generation. The call to action should be:&nbsp;<\/p>\n\n\n\n<ol>\n<li>Action-oriented<\/li>\n\n\n\n<li>Used in first-person&nbsp;<\/li>\n\n\n\n<li>Contain strong visuals<\/li>\n\n\n\n<li>Have a sense of urgency<\/li>\n\n\n\n<li>Eliminate friction objectives&nbsp;<\/li>\n\n\n\n<li>Stand out and be easy to find<\/li>\n<\/ol>\n\n\n\n<p class=\"has-medium-font-size\">For every call to action to generate leads, you also need to remember your buyer\u2019s journey. If the call to action you add does not fulfill the need of your potential client at the specific point in their journey they will be encountering it, it is not going to resonate with them, and they are not likely to move forward. There are many varieties of designs you can use when altering your Calls To Action with (and not limited to): color, button shape and size, size, style, position (both on the web page and the website), and animations.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">When creating your call to action, you need to make sure that the CTA is important enough to attract potential clients. This can be created by utilizing a contrasting color from your website, a bright and robust font, specific placement, and actionable content.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-gallery aligncenter has-nested-images columns-default is-cropped wp-block-gallery-3 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image\"><img decoding=\"async\" width=\"1024\" height=\"634\" data-id=\"4413\" src=\"http:\/\/staging.cosmicdevelopment.info\/wp-content\/uploads\/2020\/05\/pexels-photo-1109543-1-1024x634.jpg\" alt=\"click on a call to action\" class=\"wp-image-4413\" srcset=\"https:\/\/www.cosmicdevelopment.com\/wp-content\/uploads\/2020\/05\/pexels-photo-1109543-1-1024x634.jpg 1024w, https:\/\/www.cosmicdevelopment.com\/wp-content\/uploads\/2020\/05\/pexels-photo-1109543-1-300x186.jpg 300w, https:\/\/www.cosmicdevelopment.com\/wp-content\/uploads\/2020\/05\/pexels-photo-1109543-1-768x476.jpg 768w, https:\/\/www.cosmicdevelopment.com\/wp-content\/uploads\/2020\/05\/pexels-photo-1109543-1-1536x951.jpg 1536w, https:\/\/www.cosmicdevelopment.com\/wp-content\/uploads\/2020\/05\/pexels-photo-1109543-1-370x229.jpg 370w, https:\/\/www.cosmicdevelopment.com\/wp-content\/uploads\/2020\/05\/pexels-photo-1109543-1-760x471.jpg 760w, https:\/\/www.cosmicdevelopment.com\/wp-content\/uploads\/2020\/05\/pexels-photo-1109543-1.jpg 1880w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\"><a href=\"https:\/\/www.pexels.com\/photo\/magic-keyboard-1109543\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"Image source (opens in a new tab)\">Image source<\/a><\/figcaption><\/figure>\n<\/figure>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\">We know this list is overwhelming, but it\u2019s crucial for every business willing to generate B2B leads. If you have new ideas for other pandemic-related business growth ways to help, please feel free to suggest them during our meeting, and if you need more insights, schedule a free consultation <a href=\"https:\/\/www.cosmicdevelopment.com\/hire-us\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">here<\/a>.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><a href=\"https:\/\/www.cosmicdevelopment.com\/hire-us\/\" target=\"_blank\" rel=\"noreferrer noopener\"><img decoding=\"async\" src=\"https:\/\/www.cosmicdevelopment.com\/wp-content\/uploads\/2020\/04\/free-consultation-banner.png\" alt=\"Free IT consultation\" class=\"wp-image-4132\"\/><\/a><\/figure>\n\n\n\n<p class=\"has-medium-font-size\">Learn more about content marketing and its contributions to growing your business from an expert. <a href=\"https:\/\/www.cosmicdevelopment.com\/hire-us\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">Schedule a time<\/a> to talk with a Cosmic Development expert for free to learn more about how you can create great content for your blog.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n\n\n\n<p class=\"has-medium-font-size\">Sources:<\/p>\n\n\n\n<ul>\n<li><a rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\" href=\"https:\/\/blog.wishpond.com\/post\/93784970078\/4-things-you-need-to-do-after-a-lead-is-generated\" target=\"_blank\">blog.wishpond.com\/post\/93784970078\/4-things-you-need-to-do-after-a-lead-is-generated<\/a><\/li>\n\n\n\n<li><a rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\" href=\"https:\/\/neilpatel.com\/what-is-content-marketing\/\" target=\"_blank\">neilpatel.com\/what-is-content-marketing\/<\/a><\/li>\n\n\n\n<li><a rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\" href=\"https:\/\/www.impactbnd.com\/blog\/the-secrets-to-persuading-your-customers-to-click-and-convert-on-your-call-to-actions\" target=\"_blank\">impactbnd.com\/blog\/the-secrets-to-persuading-your-customers-to-click-and-convert-on-your-call-to-actions<\/a><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Content marketing is a highly effective, scalable, and affordable way to generate strong leads for your B2B marketing strategy consistently. Today, more than ever, during this COVID-19 situation, your clients and your leads want to feel that you care about them and that you are willing to provide additional value to their business. The impact of social isolation and the&hellip;<\/p>\n","protected":false},"author":12,"featured_media":4409,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"editor_plus_copied_stylings":"{}","_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[638],"tags":[189,227,228,229],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to Use Content Marketing | Cosmic Development<\/title>\n<meta name=\"description\" content=\"Are you wondering how to use content marketing in your B2B lead generation strategy? 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