Why content marketing is still king in the B2B worldlr

Roughly 9 years ago, Seth Godin said content marketing “is all the marketing that’s left.” Today, with the rise of ad blocking, the benefits of content marketing still prove his statement. It’s more than a tactic, or even strategy, but rather, a mindset. 

So how does teaching and convincing potential customers with the resources you create help? Let’s dive into some obvious and less obvious answers. 

Increase perceived value

Content marketing, as Marketing Prof’s Ann Handley said, “allows you to unapologetically charge what you charge.” Why? 

Because content marketing builds a stronger brand, leading to being seen as a thought leader over time. The focus here is on “time,” meaning it doesn’t happen overnight. 

How much effort do you think HubSpot has spent on building its colossal marketing resources library? 

Source: HubSpot
Source: HubSpot

In economic terms, content marketing helps you achieve price inelasticity regardless of demand. When you get to that stage, your brand equals top quality. 


Marketing and sales alignment

“Old marketing was about how many. New marketing is about who.” In other words, content marketing can bring in more qualified leads and not lists of random contacts.  

This is done thanks to the much-needed collaboration between marketing and sales. Only 19% of buyers rely on salespeople for purchase decisions. Meanwhile, content marketing helps move customers through the buyer journey – awareness, consideration and conversion – by delivering warmer leads to sales. 

Here are some stats that show the kind of results you can get if marketing and sales work together on content marketing initiatives:

  • Some brands cut costs of acquisition by an average of $14 per new customer 
  • PR Newswire achieved a 30% shorter sales cycle within a year
  • DemandBase generated 1,700 leads with a content marketing campaign using multiple content formats

Flow-on effects to other channels

If you adopt the mindset of creating great content and act like a publisher, then you should attract people to your content marketing destination, be it your blog or an off-domain content hub.

HP’s off-domain content site
HP’s off-domain content site

Without having to get too technical, content marketing, in this case, helps improve a bunch of things such as your website’s domain authority, SEO, and backlinking profile. 

The idea is to create content/resources so great that people have to syndicate or link back to you. Marketers can also achieve this through guest blogging and branded content.

Great content gets shared on social media, and having highly engaged readers from social sources can benefit your SEO by sending “social signals” to search engines.

It’s a team effort

One of the less obvious benefits of content marketing is its impact on the personal branding of individual employees. This is particularly important for B2B businesses where there are extended interactions between customers and staff.

If you can tap internal expertise by letting people contribute ideas or help write blog posts, not only does it improve morale, but also increases customer’s trust. Nobody wants to deal with a faceless corporation. 

For instance, Kevan from Buffer, or Nathan from CoSchedule have written so much great content that people can project the trust placed on these individuals onto the respective brands.