B2B Strategies and SEO online marketing basically has only two goals – selling directly or indirectly. Directly through your own online shop or trading partner B2B Strategies and SEO on the Internet. Indirectly, by strengthening the brand, increasing trust and generating leads for sales. But the basis for achieving goals today and in the future is even more successful content marketing. The importance for many B2B markets and success on the Internet is too great to label content marketing as hype.
Content marketing is more than a hype topic in B2B
The topic of content marketing is stockholder database currently on everyone’s lips. But if you take a closer look, the topic is already old. In online marketing terms, it is very old. Content marketing has been carried out in the B2B sector since the beginning of the 2000s with white papers, webinars and online advertorials. Then as now, the focus of content marketing is on the concrete added value for the user. Today, however, the term is defined much more broadly. Many marketers also include PR, texts in general as well as images and videos in content marketing. As Google Trends (see graphic) clearly shows, interest in B2B Strategies and SEO content marketing has increased significantly, especially since 2011.
Content marketing was already defined as an important trend in creative360’s B2B trend paper in 2010. But what has changed since 2011 at the latest and why is content marketing in the B2B sector not just a hype but an essential topic for the present and future?
Over the last five years, the user behavior of B2B
Decision-makers and influential people has changed dramatically. The acceptance of online channels, especially social media, is increasingly blurring with habits from the private sphere. Push marketing has been evolving into pull marketing for years (see also video from 2010 ). Users want control. Needs esg investment in japan are defined independently and information is researched extensively before the first sales meeting. According to a study by Roland Berger, the purchasing process in the B2B segment is already more than half complete before contact is made with the company. Digitization is a top topic, especially in the B2B Strategies and SEO sector and not just for reasons of automation and digital factories (keyword: Industry 4.0 ).
Moving images in B2B, defined as a trend by creative360 in 2009, have become almost indispensable. In the past, companies could differentiate themselves with videos. Today, videos are almost expected and assumed by users. While B2C brands mainly entertain in the context of content marketing, B2B marketers are faced with the challenge of determining which content is useful and effective. As mentioned, the focus is on added value. But what represents added value from the user’s perspective? This requires precise target group knowledge and experience.
Integrating content marketing into B2B communication strategy
For this reason, B2B companies will need to embed content marketing more strongly in their overall communication strategy. According to one theory, by 2020, content marketing will form the umbrella of B2B communication, to which all offline uab directory and online measures will be subordinate. The shift from product to benefit communication has had a strong influence on B2B communication for years. And this shift requires new ways of communicating with B2B Strategies and SEO decision-makers.
Pure product information is no longer sufficient. Users expect more depth and more comprehensive information from websites than ever before. Where sales staff used to provide important information, potential corporate customers now want information on the web. In addition, since Google’s Hummingbird update in 2013 and the subsequent Panda updates, it has been clear that websites without content are not relevant to searchers. And without relevance, there is no top ranking (keyword: Hummingbird ). This is why classic SEO is also changing into content-driven SEO. This requires increasingly networked strategies. SEO is no longer an isolated topic. SEO must be anchored in the website and online strategy as part of content marketing.