5 B2B content marketing tactics to generate leads

Did you know that 91% of B2B marketers focus on content marketing tactics to reach more customers and generate leads?

Why is content marketing important?

Content marketing is crucial as it’s your chance to provide potential customers with reasons to choose you, through high quality and engaging content, information and advice.

If you don’t implement a content marketing strategy, you may fall behind the competition as surveys show 60% of marketers are committed to content marketing.

Informational and consistent content is also something customers have come to expect from the brands they choose to do business with.

Here are 5 tactics that you can use in your B2B content marketing strategy that are easy to implement, but also shown to generate leads:

1.   Respond to key questions

The most successful content marketing strategies come from companies with an understanding of their customer’s wants and needs.

Use online tools such as Google Trends, Analytics and Search Console to figure out what your customers are interested in, what they’re searching for and how they currently interact with you online.

Once you have this information you can ensure that every piece of content you put out, whether that be through social media, landing pages or blog posts responds to a need, a problem or an interest.

2.   Run A/B tests with your content

No matter how much research you do, you can’t always expect your content to be successful straight away.

The best thing to do is to run A/B tests, where you show different users different versions of the same content.

An example A/B test could be having 2 versions of a pop-up box asking users to subscribe to an email list with different sets of copy.

You can determine which content was more successful by seeing which pop-up box generated the most email subscribers.

3.   Video content

Video content is the future, something which we are already seeing play out with the popularity of platforms like TikTok and YouTube. You don’t need a full TV or movie crew to adopt this tactic either. Shorter, bite-sized video content (under 30 seconds) that’s not overly-edited is hugely popular.

If you’re able to convey important information and grab a user’s attention in a short video clip you have the potential to generate leads.

4.   Influencers

People are far more likely to trust influencers over traditional celebrities now, which provides a big opportunity for companies able to reach these highly engaged and loyal audiences.

We suggest identifying key influencers in your niche on social media platforms that may be able to promote your services to their audience.

5.   Blogging

If you haven’t already made blogging a part of your content strategy, now is the time to start.

Blogging can generate 3x the leads than paid adverts, will drive new customers to your website, and keep current customers interested if you’re generating informational content that aligns with their interests. It’s also useful for SEO, can be repurposed into other content formats such as email marketing and creates a library of resources that you can point your leads to in order to underline your expertise and authority in your niche.