Many B2B companies in the UK have been slow to recognise the benefits of having a content marketing strategy.  What do we mean?  Well to clarify what otherwise might be seen as just another piece of business jargon, ‘content marketing’ is defined as any marketing that involves the creation and sharing of media and publishing content in order to acquire and retain customers.  It’s an inexpensive way to market any company or organisation, regardless of size.

However, blatant self-promotional content is a huge turnoff and therefore companies need to find innovative ways to tell stories without ‘blowing their own trumpets’.  Publishing articles and creating an online blog (like this!) are two examples of ways in which to explain the complexities of services and products to a wide audience.  And they work - research undertaken by software firm Hubspot has shown that B2B companies that regularly blog generate 67% more leads per month than those that do not!

It is well recognised that the most powerful and influential people in any industry are often thought leaders.  Today, they are also content creators who use content to generate opportunities, build brands, sell products and services, recruit teams and create advocates.

Content marketing works regardless of one’s role or organisation type. If it is meaningful and insightful content, people will share it, link to it and talk about it.  However, three reasons why many companies fail at using it effectively are: a) They don’t invest in professional, quality content; b) They don’t execute a consistent content strategy; c) They don’t promote or share their content.

Ultimately, we know that selling to businesses is about selling products to the people who run those businesses.  In our experience, having a point of view or telling interesting stories while producing creative content is an effective way to reach them.  Why not give it a try!

The Prowse & Co. team produces well written, thought-provoking content which can be used across your website, blog, online newsroom and publicity materials.   If you are struggling to find the inspiration or the time, just give us a call on 01372 363386.