Content marketing is essential for successful B2B lead generation efforts. However, this tactic has changed a great deal over time. In the past, content was seen as a way to build organic links to improve search engine optimization results. Now it is critically important for the lead nurturing process because most buyers consult multiple sources of content to make an informed decision. Because the buyer's journey has changed a great deal in a relatively short amount of time, B2B marketing professionals need to account for new types of content in their strategies. Content marketing is becoming more visual.
In the past, content marketing efforts largely centered around blog posts and longform content such as white papers and e-books. While these forms are still highly applicable, it may be a good idea to add more visual content into the mix. Infographics are an excellent addition to a content marketing strategy because they manage to communicate a large amount of information in a way that makes it easy for decision-makers to understand (1). B2B products are often complex, which means infographics may be a great way to condense the key benefits of a solution to give buyers some clear takeaways. This approach also provides a more visually appealing way to present relevant industry statistics.
Account for visual content
The sales cycle is getting longer, and buyers may seek more information before arriving at a decision. While white papers can help guide leads in the right direction, prospects may be looking for other sources of information because of lengthy text. Videos are another great way to communicate complicated concepts that would otherwise require extensive reading to understand.
One of the reasons B2B marketing teams don't see the results they want from their content initiatives is because they fail to make a human connection to buyers (2). Leads are less likely to trust overly promotional sales messages or anything that is too full of industry jargon. Infographics and videos can help marketing teams speak their target audience's language and relate to prospects on a more personal level. Authentic storytelling is essential for making strong connections with potential customers, and visual content mediums can make this process easier than text-based pieces.
B2B decision-makers are consistently changing how they research product offerings, and marketers need to switch up their approach to content to ensure they are attracting the right prospects and engaging them with relevant information.