B2B Content Marketing: Why Is Content Marketing Important?

B2B companies need effective content marketing because it aids in the development of relationships with potential and existing clients. It may also assist in increasing revenue and brand recognition.

Content marketing is a type of marketing that should be used with other forms of marketing, such as social media marketing and email marketing, to increase sales and brand awareness. Businesses may use a variety of marketing approaches to reach a larger audience and achieve their marketing objectives.

Key Talking Points:

Content marketing is a more comprehensive term for the idea that content can be used to attract new audiences, as well as build loyalty in existing customers for increased profitability of a business. It's all about producing and distributing useful, relevant, and consistent information which is helpful to someone within your target audience, leading them on to your website. The best content will be a part of a larger marketing strategy, and so will often encourage client action at the end as a part of this. So be sure to use the appropriate content marketing planning tool for your content marketing and SEO (search engine optimisation).

Blog Posts and Guides

Blogs and guides are a great way to show off your company's knowledge and expertise...

  • They can assist you in reaching a certain target market that may be interested in the products or services you offer.
  • Blogs and how-tos may be a useful marketing tool for establishing trust with potential customers.
  • You can become an authority in your field by sharing useful information.
  • Blog posts and guides can also help improve your website's SEO.

If you haven't already, now is the time to start utilising blog posts and guides as part of your content marketing campaign. Your competition is likely already taking advantage of this powerful tool - don't let them get ahead of you.

Shown above is an expandable image that allows you to see an example of a blog post that Omnisity wrote and designed for our client, The Skinsmith.

Case Studies

Case studies are an essential part of content marketing, especially for manufacturing companies. Case studies can be used to present a product or service offered by your business, as well as its benefits, which can help increase sales. Case studies are also helpful in portraying how a company has helped solve a customer's problem. This type of content marketing can help build trust between a company and its customers.

When creating case studies, it is essential to ensure they are well-written, educational and informative. They must also be relevant to your company's goods or services.

Video Content

It's no secret that video content is one of the most powerful tools in a marketer's toolkit. Video content is compelling, instructive, informative and entertaining. What are the advantages of utilising video material? Let's have a look at some of them.

The most significant benefit of video content is that it is highly engaging. Video material is 50 times more likely to be viewed than text-based material. As a result, your audience is much more likely to see and absorb your message when it's delivered via video.

Another significant benefit of video content is that it can be very informative. A well-made video can pack a lot of information into a short amount of time, making it a great way to educate your audience about your product or service.

Finally, video content is also highly entertaining. A good video will not only keep your audience's attention, but it will also leave them wanting more. This may be an excellent approach to foster brand loyalty and encourage customers to return.

The video above demonstrates video content that Omnisity created for our client, Repose Furniture.

Having looked at what content marketing is, and the different types of content marketing, it's no wonder many businesses are turning to this branch of marketing to connect with their audience and achieve their business objectives. But what exactly are the key benefits of doing this?

Increased Brand Awareness

A consistent content marketing strategy will help you push your brand in front of more people, increasing brand awareness and reach.

Content marketing does not just include promotional content of products and services, but involves emotional and educational content too; emotional content, such as introductions to your team and business values, for example, helps to build loyalty and trust, as well as raising awareness of who you are as a company. Educational posts moreover position you as an authority and leader in your field, encouraging your audience to look your way when they have a problem.

Drive More Relevant (Targeted), High-Quality Web Users to Your Website

One way to increase the quantity and quality of traffic to your website is to focus on driving relevant, targeted traffic. This can be accomplished by optimising your site for specific keywords used by your audience, using targeted advertising, and creating content that appeals to your target audience. You'll improve the likelihood that these visitors will take the requested actions, such as purchasing, signing up for a newsletter, or making some other action, if you deliver relevant traffic to your site.

Capture More Qualified Leads

By driving relevant traffic to your site, the opportunity for qualified leads will increase. You can generate more leads and sales from your content marketing efforts by providing valuable information that solves your target audience's problems in a clear and accessible way.

Regularly producing helpful, informative content can build a better relationship with your customers, leading to greater engagement and loyalty.

There are a lot of other benefits of content marketing, but these are just a few of the most vital ones. If you haven't started using content marketing in your entire marketing plan yet, it's time to start. Your business will thank you for it!

Increased Visibility Within Search Engines (Google) for Targeted Keywords

One of the most important ways to increase web traffic to your site is by increasing your visibility within search engines, specifically Google. The most efficient approach to achieve this is through targeted keyword usage.

Adding relevant keywords to your website makes it easier for Google to understand the intent behind your content, view you as an active authority on your topic, and rank you higher in the search results because of this. This will increase the number of web users who see your site and click through to it.

Of course, simply using relevant keywords is not enough to guarantee success. Your website content must also be high-quality and informative to persuade users to stay on your site once they reach it.

If you can achieve both of these things, you will be well on driving more targeted, high-quality web users to your website. Boost your chances of success.


Example: The image above shows 24 of the 316+ page one ranking keywords for our client, Advanced Seals and Gaskets.

How to Build a B2B Content Marketing Strategy

When building a B2B content marketing strategy, firstly you need to understand your audience demographic, including the problems they have which you can solve. Bearing this in mind, consider the platforms on which your content will live, your tone and style of copy, as well as the format of the content, such as colours, fonts, or graphics.

Once this has been considered, a strategy which structures the content topics in a way which works towards meeting your marketing goals should be created. Topics can be formed based upon keywords, addressing common problems faced by your customers, or knowledge surrounding your industry. Content can then be created and regularly uploaded, with data analysis to track the success of the content.

The ultimate goal of content marketing and SEO is to get your site found in the search engines. They can work together to help you attract the correct sort of people while also converting them into leads or clients when implemented correctly. Here's how:


SEO and content marketing both utilise keywords (words and phrases frequently used by a target audience) to help boost a website’s ranking in a search engine.

An effective keyword strategy can help you organise content, targeting specific keywords for specific topics. Keywords generated by this strategy will not only help you come up with fresh ideas for content, but will ensure your content remains relevant to your overall marketing goals.

High-Quality, SEO Focused Content

Creating high-quality content should be prioritized for any website looking to increase organic traffic. Quality material not only improves search engine rankings but also allows other websites to link back to your website. This can help improve your site's visibility and reputation.

When producing content, make sure to emphasize quality rather than quantity. It's better to have a few well-written and informative articles than many poorly written ones. Also, make sure your material is relevant to your target audience. There's no point in writing a piece about a topic no one cares about.

Increased Organic Traffic

Creating high-quality content should be prioritised for any website looking to increase organic traffic. Quality, authentic material not only improves search engine rankings but also encourages other websites to link back to your website - known as backlinks. This can help improve your site's visibility and reputation.

When producing content, make sure to emphasise quality rather than quantity. It's better to have a few well-written and informative articles than many poorly written ones. Also, make sure your material remains relevant to your target audience. There's no point in writing a piece about a topic your audience is not interested in.

Example: The image shown above highlights increased organic traffic growth for Master Key Systems over the previous six months.

Content Marketing Helps You Attract High-Quality Web Users

To attract the appropriate number of visitors, you must first develop relevant and intriguing content. This means publishing blog posts, infographics, white papers, and other resources that value and answer people's questions. When you do this, you're more likely to earn links from other websites (which helps with SEO and content marketing) and share them on social media (which also helps with SEO and brand awareness). People who like your content are more likely to return to your site in the future. As a result, you may see that content marketing and SEO are two sides of the same coin.

They assist you in attracting interested internet users and converting them into leads or customers by providing high-quality, relevant information. Suppose you want to be successful with either one. When you do this, your website traffic (and conversions) start to increase. Although content marketing is not new, its significance has increased dramatically in recent years. As buyers become more sophisticated and the competition for attention online increases, businesses must find new ways to break through the noise and reach their target audiences.

Content marketing is an essential part of any successful marketing strategy, and if you're not utilising it in the correct way, you're missing out on a huge opportunity to grow your business. However, if you're ready to start using content marketing to reach your goals, we can help.

… by calling 01384 294 444 or by emailing [email protected]. You can also contact a member of our highly-skilled and friendly team by using our simple contact form.

Also, discover how a complete, search engine optimisation (SEO) strategy can help drive your manufacturing business forward by checking out SEO For Manufacturers: The Complete Guide to Search Engine Optimisation.

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