The Content Marketing Landscape in the B2B Tech Enterprise Industry
Content marketing has become a core part of any successful B2B online marketing campaign. Creating content that is cost-effective and provides best conversion results can certainly be a challenge. In order to increase the chances of a successful campaign, you should always be aware of how the B2B marketing landscape looks like.
Marketing Channels
Studies show that half of B2B tech sales will come from digital marketing by 2020. While the digital sales channel has already been around for some time, it is slowly asserting its dominance over other marketing channels. Even the digital marketing channels can be broken down in various sources of leads and sales, such as:
- Blogging
- Whitepapers
- Case Studies
- Videos
- Social Media
Naturally, budget is a major factor for all organizations, therefore it’s important to analyse all opportunities without spreading your efforts too thin. Instead of going after all these marketing channels, take the time to identify channels most often used by prospective clients. By narrowing your focus you will attract relevant traffic to your website and increase your return on investment.
Different Generations of Content
According to data, a third of millennials report having available budgets on enterprise technology purchases of over $10,000. On the other hand, 23% of Baby Boomers and 27% of Gen X report the same authority.
The purchasing power within enterprises is slowly shifting to the newer generations as the workforce ages. Since data is showing an increase in millennials as decision makers, it’s important to ensure content is being delivered through channels preferred by them. Similarly, aim for language and style that resonates with the millennial generation.
Some of the things to keep in mind in regards to millennials:
- They value collaboration
- They want to get to know their vendors
- Word of mouth is still relevant
- They want a mobile-friendly experience
- If Google trusts you, they trust you
Other target generations should not be completely ignored, however when creating content for B2B tech enterprises keep in mind that decision makers might have different preferences for communication and product features.
When it comes to B2B purchases, they’re hardly ever the result of a single decision maker within an organization. More often, there are five or more individuals looking to have their questions answered and pain points addressed. For this reason, it’s essential to create content that addresses different target audiences.
