The Real Return on Investment of Content Marketing for B2B Companies

The Real Return on Investment of Content Marketing for B2B Companies

Today, by 2024, the rules of B2B marketing have changed. The days are over when a catchy slogan and a firm handshake were enough to close deals. Today, information is one of the most valuable currencies and trust is built through valuable insights shared consistently. This shift has led to significant returns on investment for companies embracing content marketing, including increased lead generation, improved brand awareness, and higher customer retention rates.

Why Content Is So Crucial In The Modern B2B Marketing Strategy

Picture the following: 

Your potential client is searching for a solution your company provides. Before they even think about contacting you, they want information. Recent studies show that a typical B2B buyer needs about 7 hours of content consumption to make a purchasing decision online… Well, that’s a lot of blog posts, videos, and social media content!

But here’s the kicker: 91% of B2B buyers say that online content significantly influences their purchasing decisions (CMO Council, 2024). As a B2B SME company, this means your content isn’t just a marketing tool – it’s your digital sales team, working 24/7 to inform and persuade potential clients.

However, it’s not a one-and-done deal. The Edelman Trust Barometer (2024) reveals that 64% of consumers need to hear company claims three to five times (at the very least) before they believe them. 

In short: the importance of a consistent, multi-channel content strategy cannot be underestimated today.

The Clear Benefits of Content Marketing

For B2B SMEs who want to see returns on their investments, content marketing delivers on several fronts:

  • Lead Generation: B2B companies that publish content frequently generate 67% more leads per month than those that don’t. This is because their target audiences will trust them more and therefore will be more likely to buy from them.
  • Brand Awareness: Companies with active content strategies see significant increases, up to 200-300% increases in brand recognition and recall. The more content you post, the more brand awareness you will receive.
  • Sales Enablement: 80% of business decision-makers prefer to get company information from articles rather than advertisements. Your content isn’t just attracting leads. It’s warming them up, making your sales team’s job easier.
  • Thought Leadership: 96% of B2B buyers want content with more input from industry thought leaders. As an expert in the field, you have a unique perspective. Share it, and watch your authority grow.
  • Customer Retention: Valuable content keeps your audience engaged long after the sale, fostering loyalty and repeat business.

Where SMEs Should Focus Their Content Efforts

As an SME, your resources are precious. Here’s where to concentrate your efforts for maximum impact:

  1. LinkedIn: Both your company page and personal profiles are goldmines. LinkedIn is where decision-makers hang out – make sure you’re there too with insightful posts and articles. Yes, LinkedIn is getting more and more saturated, but it’s still the most powerful marketing platform for B2B companies. 
  2. Your Blog: This is your home base. Companies that publish blog content regularly acquire 126% more leads than those that don’t. It’s where you can dive deep, showcasing your expertise and providing real value to your audience.
  3. Email Newsletters: Don’t underestimate the power of landing directly in your audience’s inbox. Personalized, value-packed newsletters can keep your brand top-of-mind and nurture leads over time.
  4. Video Content: Even simple explainer videos or brief expert interviews can significantly boost engagement. Authenticity trumps production value for B2B audiences.

Overcoming the Content Creation Challenge

Now, I can almost hear you thinking, “This all sounds great, but who has the time?” As an SME owner, you’re already wearing multiple hats. The thought of consistently creating high-quality content probably seems overwhelming.

This is where smart strategies and modern tools come into play. Just think about it:

  • Repurposing Content: One in-depth blog post can be transformed into multiple LinkedIn posts, a video script, and an email newsletter. You know the drill: work smarter, not harder.
  • Employee Advocacy: Encourage your team to share their expertise. It not only diversifies your content but also boosts employee engagement and makes your team feel respected.
  • AI-Powered Tools: This is where solutions like Contentist come in. Designed specifically for SMEs, Contentist helps you create consistent, high-quality content efficiently. It’s like having a content marketing team in your pocket, allowing you to maintain a robust content calendar without draining your resources. For example, you can create an annual content calendar in less than 5 minutes… How much time and energy would this save you?

Contentist: Your AI-Powered Content Solution ?

Contentist: Where AI powered copywriting meets a content manager

We created Contentist to tackle the very challenges you’ve been facing.

What Contentist Does:

  • Automates Content Strategy and Planning: Generates comprehensive content strategies and detailed planning schedules with minimal input from you.
  • Streamlines Content Creation: Writes engaging blog posts, social media content (for LinkedIn), and more, saving you time and effort.
  • Ensures Consistency: Helps maintain a consistent posting schedule by automatically scheduling posts and publishing them to LinkedIn without you lifting a finger.

Pain Points Solved by Contentist:

  • Time Constraints: Automates the content creation process, saving you up to 95% of the original time you allocated to create content.
  • Quality Control: Ensures that all content meets high standards, reinforcing your brand’s authority and credibility, and therefore bolstering your personal brand.
  • Resource Allocation: Allows you to focus your efforts on strategic decisions while the tool handles content generation.
  • Cost-Effective Solution: Offers the lowest cost compared to in-house content creation or outsourcing, maximizing your marketing budget.

Conclusion: Your Content, Your Competitive Edge

Contentist: Where AI powered copywriting meets a content manager

As we’ve already discussed, today, your content is often the first handshake, the first pitch, and the first demonstration of your expertise all at once. For SMEs, it’s the great equalizer, allowing you to compete with larger corporations on the battleground of ideas and insights. This is a never-before-seen opportunity that was previously impossible due to the largest players’ economies of scale. 

Even as a B2B company, your unique perspectives, case studies, and solutions are what set you apart. By sharing these through a strategic content marketing approach, you’re not only attracting clients, but you’re also building a community around your brand.

Remember, you don’t need to do this all at once. 

Start small, be consistent, and leverage tools like Contentist to help you scale your efforts. The digital landscape is constantly evolving, but with the right approach to content, your B2B company can not only stay ahead of the curve but also be on par with competitors with much more substantial resources.

As a B2B company, your next big client could be just one piece of content away. 

Don’t hesitate to reach out to us if you need help with starting content creation, and feel free to check out Contentist to see how we can help you streamline your content creation process and drive your B2B success forward.

Learn more about Blackhole, and B2B marketing, lead generation

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