Content Marketing for the B2B Organization: The 3X Lead Gen Solution 

 July 4, 2020

By  Lynn Swayze

Whether you call it a blog post... an article... or just a blog... inbound content marketing is highly effective for generating both organic and paid traffic for your organizations.

The Benefits of Inbound Content Marketing for Savvy Organizations

Content Marketing is one of the best ways to generate quality organic traffic for your business and attract the types of clients who want what your consulting business has to offer.

Blogging also...

✔️ Improves your organic rankings and reach based on keywords related to your business... keywords your ideal buyers are already using in their searches

✔️ "Pre-sells" potential buyers and stakeholders on who you are and how you help before you ever talk to them... giving you a "24/7 sales person" who's helping generate business for you

✔️ Gives value to your prospects up front, making them more likely to engage than with bottom-of-funnel engagement ("book a call with us!", "Let's have a meeting!", "Reply to this email!")

✔️ Clarifies your brand's message so your prospects know what to expect before they ever hop on a sales call

And that's just the start! For example, did you know that annual growth of organic traffic is 7.8x higher for content marketing leaders compared to followers (1)? Or that content marketing costs 62% LESS yet generates three times MORE leads than traditional marketing (2)?

Other Benefits of Content Marketing

Content marketing isn't just beneficial for attracting potential buyers for your business. It is also useful for signalling to Google that your business is relevant and active, thereby increasing your likelihood of getting found organically on Google.

Content Marketing work also forces your marketing team to remain up-to-date on market trends and competitor activity... thereby giving your business a competitive edge on those who aren't doing this.

Inbound content marketing also forces you to consistently reconsider and reinforce who you're selling to, what your unique mechanism is, and what value you bring to the table.

Finally, inbound content marketing done right also forces your team to work with sales to discuss pipeline needs and language. And marketing and sales teams who work together are 38% more effective than those who don't have marketing and sales enablement.

All in all, content marketing can help with...

  • Brand Awareness
  • Lead Generation
  • Lead Nurturing & Engagement
  • More Sales
  • Customer Retention and Referrals
  • Upselling and Cross-selling

With all these benefits, it really makes sense not to skimp on this powerful growth lever. So how do you use content marketing in your marketing?

The Role of Content Marketing in the B2B Marketing and Sales Cycle

Many organizations cite confusion about how to use content marketing most effectively in their marketing and sales enablement strategy. Which is normal, because marketing can be pretty darn complicated when you get down to it.

Content Marketing can also be found at all stages of the marketing and sales cycle, which is also why it can be easy to get stuck producing content for one stage while neglecting another. (I'm looking at you, firms-who-only-write-case-studies!)

Content Marketing in the Awareness Stage

In the awareness stage, your potential buyers are problem aware to solution unaware and are looking for answers. They're often asking tactical and strategic questions like, "How do I get started with content marketing for my software company?" or, "How do I fix loading problems in Thrivethemes?"

To reach them, you need to show that you and your brand have answers and experience to solve these problems. You give value by answering the questions... and your prospects, if they trust you, will want to hear more from you. They should, if you've done it right, begin to consider you as a potential solution to their problem....

... whether that problem is needing a mobile-friendly website, migrating to the cloud, getting legal help, or whatever it is you do...

... this works to generate quality leads for your business.

Awareness Stage Content:

  • Written content (ungated): articles/blog posts
  • Written content (gated): Guides, reports, white papers, checklists
  • Video Content (ungated): YouTube videos, self-hosted free video content, Facebook "Live", VSLs
  • Video Content (gated): "Masterclass" training, free courses
  • Audio Content (ungated): podcasts
  • Original Research

Content Marketing in the Consideration Stage

In the Consideration Stage, prospects are solution unaware to solution aware and are beginning to explore the options available to them to solve the problem. They asking questions like, "Which CRM is better - ActiveCampaign or HubSpot?" They're exploring how to solve the problem they're having and whether to continue to DIY or hire someone to help.

Consideration Stage Content:

  • Comparison articles or white papers
  • Webinars which lead to the solution you offer
  • Quizzes and surveys

Content Marketing in the Decision Stage

In the Decision Stage of the buyer journey, your potential clients are solution aware and ready to take action. The purpose at this stage is to maintain their attention by being top of mind and by giving them opportunities to buy from you. These clients are asking questions like, "What does engaging with you look like?" and "What kind of results can I expect?" and "How much does it cost?"

Decision Stage Content:

  • Case Studies
  • Sell Sheets
  • Webinars
  • Demos and Trials
  • Comparison/Spec Sheets

How to Get Started

If you're interested in getting started with content marketing for your organization, then you'll want our FREE lead magnet checklist. It highlights the components of an irresistible lead magnet PLUS the marketing campaign assets you'll need to create to generate consistent leads.

👉 Get it here 👈


  1. 7.8x higher for content marketing leaders compared to followers.
  2. 62% less with 3X more leads.

Lynn Swayze

Lynn Swayze is a direct response copywriter, marketing automation technologist, and funnel consultant for solution providers, advisors, experts, and info-marketers. When she's not working, she's reading gothic horror or mysteries, hanging with the family, or planting things. Get a free basic Marketing Vault membership here.

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