Three Effective B2B Content Marketing Tactics to Focus on in 2015


In person events, videos and blogs will be the fastest-growing lead generation channels among B2B content marketers next year. Check out this article for a few tips on how to tweak your marketing strategy to increase ROI and foster strong customer relationships.

As a marketer, your goal is to capture the consumer’s attention by making your message relevant to the target audience. Raising brand awareness, generating leads, and winning over new clients are your top priorities. However, changes and advancements in the marketing field are accelerating, so it can be difficult to stay ahead of the curve. If you’re looking for a bit of inspiration, MarketingProfs and the Content Marketing Institute partnered again this year to bring you the latest B2B content marketing industry survey. Analyzing the data might give a few ideas about how to reenergize your content marketing strategy for 2015.

The fifth annual study includes findings from over 1,200 North American B2B marketers and presents benchmarks, budgets, and trends for 2015. The research reveals that marketers are still struggling to measure ROI, especially when they don't document their strategy. Another big challenge they are dealing with is creating engaging content on a regular basis. Even so, more than half of marketers are planning to increase their budgets in 2015. If you’re one of them, consider redirecting your efforts in a more productive way. Of all the tactics B2B marketers use, these were ranked the most effective.

In-Person Events

Events fuel lead generation and allow marketers to materialize customer relationships. Whether businesses decide to participate as sponsors, hosts, or attendees, they can gain plenty of attention and establish powerful connections with prospective clients through this outlet. Events help B2B marketers create solid content by building interest leading up to the event, providing live coverage during the event, and following up at the end. Sharing an experience with your audience will increase engagement and hopefully boost sales.

So why don’t more companies organize or sponsor events? The answer is simple: the cost. Events can take a big chunk of your marketing budget, and executives usually prefer less costly marketing techniques. However, investing in conference tickets for a couple of company representatives or booking a few speaking gigs for an expert from your team is more accessible, and can significantly raise brand awareness. In addition, webinars can be just as effective and they are far easier on your budget.


According to research conducted by Forbes, executives are embracing the non-text web, with more than 80-percent of them admitting they are watching more online video than a year ago. Customers are receptive to video advertising, and 65 percent have visited a vendor’s website after watching a video. Moreover, marketers who use video as part of their content marketing strategy achieve an average website conversion rate of 4.8 percent - compared to 2.9 percent for those who don’t use video. This date comes from the Aberdeen Group, who provides some great insight on the subject.

Why is video so important? As inSegment, a digital marketing agency, notes in a blog post, video is an interactive form of content, which makes it more engaging to visitors. It can boost SEO ranking and serve as a great branding tool as well. If you also consider the fact that nearly three quarters of consumers are more likely to purchase a product or service if they can watch a video explaining it beforehand, it will become clear that hosting videos on websites, social networks, or YouTube channels is a great way to generate leads.

Editorial Content

Editorial content is the core of many B2B marketing strategies. A company blog is one of the cheapest and most effective tools to engage with customers. It gives marketers the chance to boost traffic to the website, create a community, communicate the brand’s message, and build credibility. Case studies are an effective type of content that proves your team’s expertise and allows potential clients to familiarize themselves with the company’s process. Smart social media updates increase reach and engagement. Quality editorial content is essential to keep B2B audiences informed about the company’s values, products, and innovations.

If you’re looking to upgrade your editorial content in 2015, switch to storytelling. Sharing authentic, creative, and inspirational stories will help you reach a wider audience. Though storytelling, you take the reader on a journey from beginning to end, instead of simply saying “look at how awesome we are” or “buy our product.” You deliver consistent and compelling content to build a more complete picture of the company. To better understand what the practice entails, here are a few examples of brands that excel at storytelling.

Clients are now flooded with more content than ever before. It won’t be easy for marketers to stand out from the competition and prove that content activities can indeed deliver superior business results. However, investing in compelling content creation and interacting face to face with your audience during events will significantly increase the effectiveness of your content marketing campaigns. Despite popular belief, B2B content can be both engaging and conversion oriented.