B2B buyers are increasingly expecting a B2C-like experience when interacting with B2B companies. This means that they want easy access to relevant and valuable content and information, as well as seamless and efficient communication and collaboration throughout the buying process.
To meet these expectations, B2B marketers need to focus on creating an omnichannel presence that allows buyers to engage with their brand and access content and information on their own terms. This can include creating a robust website or landing page with more in-depth contextual, educational resources than a blog alone that acts as a content hub.
Content hubs can bolster your B2B marketing strategy and provides many benefits for your outreach such as:
- Customer Education: Creating this space creates a point of reference for the prospect where they can be directed to further “bingeable” content, or where they can be redirected to multiple times whether through ads, emails or through their own interest. Making content easily accessible and all in one place aids customer education as prospects can research your product or service at their own pace.
- Improved customer journey: By delivering a B2C-like experience to B2B buyers, companies can not only improve the overall customer journey, but also differentiate themselves from the competition and build strong, long-lasting relationships with their clients. Creating localised content hubs with muti-lingual content and incorporating strategic CTAs brand can guide users to relevant content or encourage certain engagements.
- Customer insights: Creating personalised user content journeys through email content, social media advertising and landing pages, allows marketing teams to gather important data on what interests their customers and helps to identify buying intent signals which is valuable data which can strengthen a follow-up telemarketing strategy.
- Targeted messaging: Prospects’ content experiences can be enriched by using programmatic advertising on social media channels. By tracking engagement and user behaviour on the landing page to gather customer insights, prospects can then receive advertising with tailored messaging based on their user profiles and leveraging data on customer behaviour to push them to additional content relevant to their interests, industry, or job title.
- SEO strategy: Incorporating landing pages that act as a content hub for a specific topic, product, or service is a great way to improve SEO as you can drive more traffic to your website and rank for more keywords. It is also an opportunity to build backlinks as well as internal links, increasing the link authority of a page.
- Brand Authority: Building a content hub is an opportunity to showcase your industry expertise and differentiate your brand from your competitors as you present your insights with an authoritative narrative. It’s also an opportunity for your prospects to further familiarise themselves with your brand and therefore increases brand awareness.
- Lead Generation: By engaging prospects with meaningful content, brands can push users through the funnel from awareness to conversion. By encouraging users to subscribe or provide contact details in exchange for exclusive gated content, companies can capture leads and begin the nurturing process.