Most tech companies now use content like blogs and guides to market their cloud services, but not all of them do it successfully. Here’s are some of their most common mistakes.
As an inbound marketing agency, we have quickly come to realise that inbound doesn’t work for everyone. “Why?” I hear you ask. Well, there are a number of considerations and commitments every organisation needs to make when signing up to any form of long-term marketing plan, and inbound is no exception.
In a B2B marketing strategy, the sales cycle is longer, buyers have many more factors influencing their decisions and most importantly, are not ready to buy straight away. With B2B services and products not typically bought off the page, buyers need to be nurtured before they buy – which can only be achieved by using the principles of inbound marketing.
We’ve previously discussed the reasons why you need a buyer persona and how they form the foundation of a strong content marketing strategy. There’s just one question left to answer and a rather important one at that:
In the formative years of the internet, a brochure style website was sufficient in achieving a company’s marketing goals. Back in the early 2000s, company websites were still perceived as a novelty and had a limited impact in the B2B sales pipeline. It was rare for a buyer to undergo serious research online – instead they relied on traditional marketing methods such as magazine ads, trade shows and sales calls. As long as a website was well designed, offered basic contact information and was aesthetically pleasing, visitors were happy.
After years practising the same product-driven approach to marketing, 97% of CMOs now believe that marketing must do things it hasn’t done ever before to be successful. ‘Storytelling’ can achieve the most difficult, yet rewarding goal in a B2B technology marketing strategy: humanise your brand.
We can almost guarantee that every piece of B2B marketing content you read online will highlight how:
1. Content marketing is essential to your business in the digital age.
2. Everyone is already using content marketing.
Be it blogs, social media posts or email marketing, publishing content can sometimes feel like stepping into an abyss - praying that someone, somewhere, will actually read the work you’ve spent tireless hours crafting like this! However, there is a science - as well as an art - to gaining an established readership and timing is a key component of a successful B2B content marketing strategy.