Most marketers know that content is the essential ingredient for bringing visitors to their sites from Google.
That’s why B2B content marketing went from almost nonexistent among B2B companies about five years ago to a methodology that none of them would dare be without.
However, content can do a lot more than just improve search traffic for your site. Another important capability is its potential for increasing your company’s exposure.
3 Ways B2B Content Marketing Can Bring Your Business Greater Exposure
Greater exposure means more people see your content. When that happens, you don’t just see better search results. You see more traffic from more channels and enjoy B2B content marketing that converts much easier because those channels also bring you greater authority.
Here are three simple ways to make sure your B2B content marketing efforts get in front of more people.
1. Create Content Using Subject Matter Experts
There’s nothing wrong with outsourcing your content-creation needs. There’s also nothing wrong with covering the occasional general topic on your site.
However, if your company’s subject-matter experts are never contributing, your content probably doesn’t bring in as many views as it could.
That’s because B2B buyers are far less interested in general topics. They often have the same background as many of the people at your company. A CFO understands accounting, so they won’t be impressed by copy written by someone who doesn’t have similar credentials. It’s when a company can create expert copy that speaks to the actual experience that the CFO will be engaged and more likely to convert down the line.
Furthermore, subject-matter experts have insights that can be truly helpful and even actionable. For example, if you sell hardware for data centers, it will help if someone on your staff used to work at a data center and can create content about it. They can make recommendations based on that unique experience.
You can still outsource or use your marketing department to polish up the copy a bit, but be sure you bring some of your content more views by having a subject-matter expert write it.
2. Test Your Efforts with Analytic Tools
As opposed to advertising copy that came before the Internet, one of the biggest advantages of B2B content marketing is that you can literallytest how well it does, often in real-time.
That’s why you should be using software to measure just how well your content is doing in objective terms. Just some examples of these tools include:
Every company should be using these tools, but, again, they’re especially important for B2B marketers. We need to know where our traffic is coming from and get a sense of why, or we can face extremely long buying cycles that kill ROIs.
When you’re looking to grow exposure, you want to see which sources are bringing you the most views, so you can go back to them again and again.
3. Do More Than Just Publish Your Content
Speaking of which, don’t expect your website to do all the work when it comes to increasing your exposure. Unless you already have a website that is seeing impressive amounts of traffic, your B2B content marketing efforts will need to include a bit of elbow grease.
Aside from organic traffic, amplify your copy by using paid media to bring you even more views. Over time, you’ll be able to reduce your budget, but for now, it’s worth spending some money to build that exposure.
Does Your B2B Content Marketing Generate More Clients?
B2B content marketing should be a priority for every company. Over time, it builds a reliable channel for organic traffic and easy leads. It can also help position your organization as an authority and thought leader among your industry.
Still, none of those achievements will mean much if you can’t use that content to convert leads into clients. In fact, when your conversion rate is low, content marketing can actually cost you.
That’s why we created Hushly. Our platform actually works with the content you already have. There’s no need to make expensive changes to your current website, either. All you need to do is install it.
After that, we guarantee you’ll see your conversions improve by no less than 51%.
Name another company that can claim the same.
Sound too good to be true? Just contact us today and we’ll gladly show you how it works.