5 effective B2B content marketing channels

b2b content marketing channel

If you create great B2B content, but your target audience never gets to see it, does it really exist?

Content distribution is a key component of any successful B2B content marketing strategy.  This article will highlight five of the most effective channels that marketers can adopt to drive brand awareness, educate audiences, and build credibility.

1. Website

A website is more than a store front for your business. With the right inbound marketing strategy, it can reduce your cost per lead by 80%.

But getting it right is easier said than done. After all, you only have a few seconds to convince visitors that your business is right for them. Fortunately for you, we’ve written a guide to creating website copy that doesn’t suck – because great copy is half the battle.

The other half is great design of course, which goes beyond including beautiful graphics. The information you share must be easy to navigate. Here’s our guide to making sure your design doesn’t kill your copy.

If you can successfully leverage both copy and design, you will encourage visitors to not only engage, but also become converted leads.

2. Email Marketing:

In terms of engagement, email marketing is hard to beat. Not only is it 40 times more effective at acquiring new customers than social media, but it also has the highest ROI: for every $1 spent, email marketing generates $44 in ROI.

However, developing an email list can be daunting, as it requires time and energy to build a loyal and engaged subscriber base. Do it right and you’ll reap the benefits rather than ending up in spam and junk mail folders.

What does this mean in practice?

  • Understand your audience
  • Segment your audience to create more personalised content
  • A/B test your output
  • Have clear goals
  • Most importantly: give people a reason to open your email

Want to find out more? Read our top tips to supercharge your B2B newsletter.

3. Display Advertising:

We love inbound marketing, but sometimes advertising is the perfect fit for your campaign. With display advertising, you have the opportunity to reach up to 92% of internet users worldwide.

To effectively take advantage of display advertising’s powerful reach, a combination of practical tips is needed, such as:

  • Using in-banner videos: marketers see an 18.4% increase in click-through-rate (CTR) by using videos within display ads.
  • Compatibility across multiple platforms: audiences should be able to see and engage with the display ad in a seamless way across mobile or desktop platforms. This will add credibility to the brand image, increasing the likelihood of user interaction.
  • Use a data-driven approach: measure the results of your campaign and optimize them accordingly.

4. Social Media:

The ubiquitous nature of social media has not gone unnoticed by the business community. With 89% of B2B content marketers using social media tools, this makes it the top content distribution channel.

While best practice will vary from platform to platform, the fundamental principles that will optimise the effectiveness of this approach include consistency and the production of high-quality curated content.

Looking for inspiration on how to boost your social media campaigns? Here are six social media campaign ideas for B2B for you to try.

5. Search Engine Optimisation:

With 68% of online experiences starting with a search engine, it is easy to see why SEO is one of the most effective content distribution tools for large B2B organizations.  Organic search drives 51% of all visitors to B2B websites, and understanding and implementing the right keywords is imperative to being found.

We created a comprehensive B2B SEO strategy resource, which you can use to inform your content marketing strategy.

It can be argued that it is more difficult than ever to stand out in a field of noisy competition. However, a clear understanding of the target audience, an approach to creating high-quality content at an informed consistency, while leveraging these five effective marketing channels, can help B2B companies distinguish themselves, and ultimately, reach their audiences.

Struggling to get your B2B content seen by your target audience? We can help you leverage the right marketing channels so you can meet your viewership and engagement goals.  Get in touch at hello@isolinecomms.com