Inbound Marketing Age

Editor's note: This blog was originally published in November 2012 and has since been updated for optimal accuracy and relevance.

Content, content, content. It is the linchpin of the whole lead generation and inbound marketing process. It educates, adds value and entertains. It can also help you to nurture relationships with your leads in a way that makes them choose your product or service.

What is lead nurturing?

Lead nurturing is the process of using content to draw prospective customers through the sales funnel until they reach the decision to buy.

For a B2B business, there are two broad marketing strategies you can follow for gaining sales. You could pursue a traditional inbound strategy that involves creating a small number of buyer personas – fictional profiles of typical buyers. These buyer personas then form the target for all your content and marketing efforts, ensuring that your creations are attractive to your target market in order to bring in leads and engagement.

Doing your own B2B research can help you to demonstrate thought-leadership and position your company as an expert in your industry.

But research projects aren’t turned around overnight. Research can be a big investment, and to make the most of that investment you should be thinking about how you can create multiple pieces of content from your research.

Some people prefer visual infographics over text statistics.

Some choose podcasts over written reports.

Repurposing your research for different formats means extending its lifespan as well as your reach, and as a result, creating more opportunities to convert prospects into leads.

'Call-to-action’ (CTA) describes a website element that is designed to promote an offer and guide visitors toward it. Typically, they come in the shape of a button, image or textual hyperlink. CTAs are a powerful marketing tool that help to increase awareness and invite meaningful engagement from potential - or existing - customers. They can be thought of as a directional cue that shows interested parties where to head next.

Statistics show that doing research can have a positive impact on the success of a B2B business. Firms that conduct frequent research (at least quarterly) grow almost 12x faster and are almost twice as profitable as firms that do no research.

Companies will often use research to measure customer satisfaction, to discover how they are perceived in the market, as well as measure the appetite for new products.

But the opportunities for B2B research don’t end there.

For B2B companies engaging in an inbound methodology and hoping to grow their customer base, incorporating research into your strategy can offer enormous benefits.

In the inbound marketing arena, we’re often being told that prospects don’t care about what we do, they care about how our products or services can help them.

But this doesn’t mean they don’t care about who you are.

In fact, people really do care about who they buy from.

Sustainability, for instance, is big on the agenda.

66% of global consumers are willing to pay more to buy from companies who are committed to sustainability. Amongst millennials, this figure goes up to 73%.

Editors note: This blog post was originally published in January 2017 and has since been updated for optimal accuracy and relevance.

For many companies, developing a content strategy involves looking ahead to the next blog post, the next video, or the next eBook. This might  involve a brief look back at the performance of past content to see what topics they should cover. However, a more positive approach is to continue to build on what you've already achieved.

And that's exactly what your organisation can do by carrying out a content audit.

Editors note: This blog post was originally published in June 2016 but has since been updated for optimal accuracy and relevance.

What’s the most important ingredient in your content marketing mix? Your way with words, your eye for design, perhaps, or your turn of phrase? Or, is it your marketing data?

A data-driven content strategy is a powerful one; informed by what your ideal customers really want and need.

Data is an invaluable tool for inbound marketers - but you have to know both how to collect it and put it to good use.

If you've produced reams of B2B marketing content and are not seeing the results you expected, 'Thin Content' might be the culprit. So what is it and how do you fix it?

Google defines thin content as content that has little or no value. It’s the opposite of deep content – if Google hadn’t already named it, I’d be calling it shallow content. Examples could be automatically generated content, pages which are mostly affiliate links, doorway pages, content from other sources or low-quality guest posts.

For most legitimate B2B businesses who publish content, it's most likely to be either the last two, or simply pages that don't appear to be really useful to visitors.

Let’s look at three ways thin content harms your online presence.

Content marketing, digital marketing, web design; all are part of such a progressive industry.

We know the value of learning. Our offices are stacked ceiling to floor with books, we constantly seek the latest webinars, seminars and events and we are passionate about training and development. We know that to succeed in this industry, we must always have our finger on the pulse, which is why we promote a culture of learning.

Case studies tell the inside story of your business partnership with customers. Typically, they delve into the initial challenges a user grappled with before finding you, and then share an honest, detailed account of how your business helped them to overcome those issues.

Video is just one of the ways you might choose to chronicle your customer’s experience. Here’s a summary of why case studies are an asset that can be folded into your B2B video marketing strategy.