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Why Content Still Matters to B2B Marketing


Content marketing is not a new concept; the idea endures because it works. Content marketing, as you understand it today, took off in the late 90s as more people accessed the internet and has been augmented in recent years by the rise of social media. You may wonder if the current form of content marketing for business to business (B2B) companies has become outdated; in short, no.If your B2B company is not involved with content marketing at least at a basic level, you are losing ground to your competitors. Rest assured; they are actively seeking to improve their content to attract their target customers better. So, if you don't want your B2B company to lag behind the competition, it is essential to understand why content marketing is still crucial to your success. Here are some reasons why your company should be invested in content marketing and the importance of each.

Content Marketing Reaches Likely Customers

When you get started on your B2B content marketing campaign, the first step is to understand and identify who your most likely customers are. You need to create a customer profile (personas) for your target audience. This will enable you to create content specifically for your target to demonstrate that you truly understand who they are and what motivates them.

TIP: Do some research with your most successful customers to find out why they continue to choose your company and what they see as its best attributes. Once you have gathered your research together, apply it to your personas.

Content Marketing Lets Your B2B Company Define Clear Goals

What is your company's goal in starting a content marketing campaign? Is it to build your brand? Are you seeking to improve your SEO (search engine optimization) results? Do you want to drive more traffic to your company's website? Maybe you want to increase conversions of visitors to your site into actual customers. Perhaps it's a combination of a few actions or all of the above. Content Marketing calls for goals that are sharply defined and that will allow every department within your organization to focus its energy on those goals. A lack of ambiguity will lead to greater success.

Website Content

Website content is the most basic part of 21st-century content marketing, but still one of the most important methods of content marketing. Having significant, engaging content will help to drive traffic to your website. Use keywords that are relevant to the business you are targeting, but don't pack keywords.

Search engines such as Google and Bing have signals to detect keyword packing and will penalize your site for the practice. Be sure to keep content fresh in order to have return visits from potential customers.

Blogging is an excellent way to keep your content up to date and utilize those keywords. Your blog should be about industry related subjects that matter to the business you are targeting.


Websites are always evolving. Be sure that your website adheres to the latest best practices, technology upgrades and uses vibrant, pleasing colors that are compliant with your company's branding. Video and imagery are also effective in grabbing a customer's attention, just be sure that the images are not too big and videos too long to avoid slow load times. To keep bounce rates low, you should ensure that your site host has speeds able to handle your website.

Social Media

Google rewards a comprehensive digital platform which includes social media. If your company does not have any social media accounts, it's way behind in the game. Social media is one of the best ways to build your brand and engage with potential customers.  As with your website, language and imagery should follow branding guidelines. Choose social media platforms where your customers engage with relevant content. Linking back to a blog on your website or landing page in a social media post will help with rankings on search engine results pages (SERP). Search engines look for multiple links to a site in its consideration of SERP rankings. When someone shares your social media post, it improves your SERP results; the more shares, the better the results.

To Sum Up

When you use all the tools at your disposal in content marketing, your target customer results are likely to follow. Monitor analytics to see what is effective and what isn't in order to adjust accordingly. It will take discipline and patience on your company's behalf to yield results, but the effort will pay off.

Don't let your B2B company ignore content marketing anymore; allocate the time and budget necessary to compete in today's modern marketing world.  

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Vera Fischer

By Vera Fischer

The visionary of 97 Degrees West for more than thirteen years, Vera has served as the CEO and President since 2004. During Vera’s tenure, the agency has achieved steady growth while surviving both economic recessions in Austin, Texas. Vera began her advertising career at GSD&M where she worked on accounts: Krispy Kreme Doughnuts, Houston Rockets, Dollar Rent-A-Car, Pearl Vision, SeaWorld and DoubleTree Hotels. Her next stop was the nationally recognized T3 known as “The Think Tank.” While at T3, Vera spearheaded the Dell Computers launch of the Preferred Accounts Division and lead national projects for the ESL and Enterprise Divisions. Other notable accounts included Quintiles Oncology, Austin Lyric Opera and St. David’s Hospital. In 2001, Vera left the agency world to embark on the client side as Director of Marketing for Forgent Networks, the software spin-off of VTEL video conferencing. Vera managed an annual multi-million dollar marketing budget, developed online lead generation programs, managed the inside sales team and consistently delivered high-quality MQLs to the sales team. In 2004, after a company wide re-org, Vera was laid off while on maternity leave. Within the day, she founded her agency, 97 Degrees West. Vera’s weekly podcast entitled, “System Execution”, launched in mid-2016 with notable guests like Ari Weinzweig, Jeff Smith, Gary Bizzo, Dr. Alan Pitt, and other business and thought leaders. Vera is the first woman to host a podcast devoted to systems and processes of successful companies. She is quickly becoming one of the country’s leading authorities on the topic of execution Vera is a member of the Austin University Area Rotary Club, an advisory board member for the School of Journalism & Mass Communication at Texas State University and a Mentor at Capital Factory in Austin, Texas. Vera is completing her Master’s in Strategic Communications at Texas State University in May 2018.