The Best Way to Boost B2B Leads and Sales in 2020 — and Beyond

Kevin Mullins

It’s no secret, 2020 has dealt quite a blow to most industries. Many brands and businesses are struggling to meet their revenue goals or even to stay afloat. 

What does that mean for you?

It’s simple: now is not a good time to experiment with your online marketing.

The last thing you want is to build your marketing strategy like you were throwing a handful of wet spaghetti at a wall, hoping some might stick.

To outpace the competition and skyrocket your conversion rates in the post-COVID economy, you need a proven plan.

A bulletproof marketing strategy with a solid track record of generating website visits, marketing leads, and sales conversions.

It’s called content marketing, and it just might be the best way to boost B2B leads and sales in 2020 — and beyond.

boats water

What Is Content Marketing?

Content marketing (also known as inbound marketing) is a marketing style that eschews traditional advertising and direct brand promotion.

Instead, content marketing focuses on creating and sharing online media such as blog and social media posts, YouTube videos, and eBooks — specifically made with your target audience in mind.

By offering value and useful information to prospective customers, you earn prospective customers’ trust and position your brand as the go-to source for your products and services.

Content marketing is a marketing style that eschews direct brand promotion. Instead, it focuses on creating and sharing online media such as blog and social media posts, YouTube videos, and eBooks. These bring value and useful information to consumers and, incidentally, increase brand awareness.

Does Content Marketing Work?

You bet. 

The stats speak for themselves. 

According to HubSpot’s 2020 Not Another State of Marketing Report, a whopping 70% of the surveyed 3,400+ companies actively invest in content marketing. 

Moreover, 60% of marketers claim that content marketing was very or extremely important to their digital marketing strategy, and nearly 25% plan on increasing their content marketing investment in 2020. 

content marketing 2020
Courtesy of HubSpot

But that’s not all.

According to DataBox, 70% of marketers report that search engine optimization is better than PPC at generating sales, and HubSpot found that businesses that regularly engage in blogging are 13 times more likely to bring in a positive return on investment. 

“Fewer searchers are clicking ads; they’re clicking on the results of the knowledge graphs, local packs, and position zero results. These are places PPC can not place you in no matter how much you spend.”

CHRIS STELE, Knowmad Digital Marketing
car tokyo

What’s the Secret Behind the Success of Content Marketing?

It Works with People and AI

Content marketing is specially designed to appeal to both humans and search engines.

Modern digital marketers spare no effort in optimizing their content to fit AI algorithms better. 

However, technical optimization for AI bots and crawlers goes hand-in-hand with providing high-quality information that brings value to genuine consumers — whether they buy the product or service. 

It Has No Sell-By Date

As it’s not created to promote a specific product or a limited offer, high-quality digital content can stay relevant for months and even years on end, all the while generating web traffic and leads. 

Examples include: 

  • Podcasts 
  • Webinars
  • Infographics and cheat sheets
  • Viral videos
  • Case study reports
  • Sector-specific blogs 
  • Landing pages
  • Content offers

It Builds Trust and Brand Awareness

The more value you bring to consumers, the more they will trust your brand — and we all know that trust equals sales.

tokyo building

Using Content Marketing to Boost B2B Lead Generation

Because content marketing works, everyone is using it. 

To break through all that internet noise and connect with your target audience, you need premium content. 

Emphasis on premium. 

For content to work as your digital marketing strategy of choice, you need to:

  • produce high-quality digital content that shows your expertise
  • write content that offers actionable value to your readers
  • optimize each piece and ensure that it contains high-quality information
  • organize your content into a broader marketing strategy that guides internet users on their personal buyer’s journey — step by step.

In 2020, cheap blog article spinners churning out inferior quality content stuffed with keywords won’t do.

You need a strong content marketing strategy to make your brand stand out and get customers to trust you.

Do that and watch your B2B leads and sales increase.

For more details on how the buyer’s journey can help you plan your content, check out this post.

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So what next? Here are some more growth boosting must-haves.

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