We talk a lot about how brands can reach consumers but what about when you’re working B2B?
According to the sixth annual B2B Content Marketing Benchmarks, Budgets, and Trends— North America report 2016, less than half (44%) of B2B marketers are clear on what content marketing success would look like in their organisation.
What’s more, only 30% consider their organisation effective in terms of its content marketing efforts – way down from 38% in 2015. While these statistics are somewhat worrying for B2B brands looking to commit to content marketing, there is light at the end of the tunnel.
Respondents who felt their content marketing efforts were successful reported well-documented processes, good communication, experience and a clear understanding of success.
This might sound easier than said than done but au contraire – there are a wealth of ingenious tools and platforms out there dying to help you with your B2B content marketing.
Here are five of our favourites.
Designed to provide marketing support to independent stores, Promoboxx “connects and aligns national brands and local retailers to drive sales.” This means that advertising and content from the top-level can be processed by Promoboxx and then sent through to ground floor channels for promotion across social, email, websites, and mobile.
“We believe that by aligning with your local retailers, you’ll increase local awareness and drive sales, all while making your retailers better marketers,” says Promoboxx. “By creating better marketers, you in turn are creating better business people.”
Used by some of the biggest names in technology and telecommunications (IBM and AT&T, anyone?), Kapost is one of the most popular B2B platforms available. It claims to be the “only system designed to support, planning, executing, distributing, and analysing the full-funnel content that delivers real business results.”
Kapost allows you to make the most of collaboration through shared calendars and workflows, meet every deadline with its scalable project management, ditch messy shared drives with an intuitive content repository, and score individual assets by revenue generated and conversion metrics.
Another prominent industry player, HubSpot has three different pieces of software available to B2B brands. With what it calls the ‘HubSpot Growth Stack,’ you can “grow like a company twice your size while connecting like a real human being.”
HubSpot’s first offering is a free CRM that enables you to easily align sales and marketing for better organisation. The second is a marketing platform to grow traffic numbers and convert more visitors into customers. Last but not least, its sales software can increase productivity and close more leads with less work.
Sold as the only “always-on” content engagement platform, LookBookHQ believes that attention is gold. With that in mind, the platform has developed a way for B2B prospects to self-educate at their own pace. Inspired by the way TV viewers binge-watch their favourite shows, this behaviour-driven marketing model empowers your clients to discover and convert more by arranging content in a personalised and interactive way that prompts them to want to find out more by clicking deeper and deeper.
“We’ve entered a new era of content engagement in which attention is a rare commodity that marketers can’t afford to waste,” says LookBookHQ. This is why it has designed a system that eliminates dead-end experiences and accelerates engaged prospects through the funnel.
With a content marketing platform as well as its well-loved content curation software, Curata has every B2B base covered. Claiming to “eliminate your content blind spots,” some of Curata’s high profile customers include J.P. Morgan, Symantec, and Cisco.
Curata’s content marketing platform enables you to track published content, discover more about its influence on the funnel and analyse all relevant metrics. Its content curation software uses a self-learning engine to unearth the best content, which can then be organised, annotated, published, and promoted.