Creating effective b2b content that represents added value for prospects is not that simple. Doing content marketing may seem easy from the outside. In reality, those who deal with these activities have accumulated many hours of practice and experience. The Added Value for the Company.
Writing content without experience would be like running a marathon without training: a sure failure. This is why many b2b companies decide to rely on an inbound marketing agency.
What does a content marketing agency do?
Content marketing is a term that can be applied to many different types of content. From social media marketing to writing copy for landing pages, whitepapers, case studies and even collateral material such as brochures or press releases.
When we at Fontimedia talk about content marketing, however, we are referring to a specific approach to content: inbound marketing. Which consists of creating articles and texts optimized for search engines to be published on the company’s website and/or blog, to attract qualified leads and create a relationship of trust with them, with the aim of turning them into customers.
Reasons to entrust the b2b content strategy to an agency
It might seem daunting to let someone else tell the story of your company. But in addition to the obvious advantages of having optimized content available in a short time. There are other reasons to work with a content marketing agency. Let’s see them below.
Let’s go back to the marathon example. There is certainly a huge difference between running a marathon and writing a blog post, if we are talking about physical effort.
However, in terms of the number of hours spent preparing, learning. Practicing and honing your skills, probably not.
So if no one in your company has the time to spend weeks or months preparing your first blog post. It’s best to rely on someone who does it every day. A content marketing agency knows Google’s algorithm and all the ways to make sure your post ranks well in organic search.
It’s not just about including the keyword. But using the right titles and related keywords, choosing the best sentence and paragraph structure. Formatting images, and even structuring your site in the best technical way to be considered usable and reliable in Google’s eyes.
Anyone can create content, but a good team of b2b content marketing specialists can make sure it not only ranks. But attracts potential customers to your company’s site.
They focus on content creation
CEOs and marketing directors are busy managing so many different issues in their company that they struggle to find the time to write and publish company blog posts.
It often happens that a company decides to start managing its content better. But does not have the resources to create, optimize and publish it regularly and continuously.
Without a person who deals exclusively with b2b content marketing. It is normal for the content not to be given the right priority, deadlines not to be met and continuous problems to be solved.
But here’s the thing The Added Value for the Company
Google does not care what the problem is. It just wants to see interesting and valuable content for users on the company website.
An agency specialized in inbound marketing can dedicate the right amount of time, resources and experience of its professionals to the content. Updating the blog regularly, so as to signal to Google that the site is reliable and authoritative.
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This translates into a higher ranking ,The Added Value for the Company
It is therefore not surprising that most companies, from startups to large multinationals, that outsource their content obtain a much higher ROI than those who cl evel executive database decide to produce it themselves.
They create content that works for the company
Those who work in a specialized agency have already written and afb directory published thousands of articles, CTAs, emails, social posts, etc.
They know how to search for keywords. Write engaging content and catchy CTAs that drive traffic to the company website and, above all, they know what strategies to implement if the desired results are not being achieved.
An experienced team is able to talk about the company in an engaging and non-self-referential way. Reaching an audience that would otherwise have been impossible to reach.
A content marketing agency creates personalized content to support objectives by responding to customer pains and highlighting the company’s unique values and message. This ensures that the content strengthens brand awareness and is more effective in guiding the customer journey than a typical blog post.
They make the company more productive
A company that decides to pay an external agency does so to avoid using internal resources on activities that are not their responsibility. Recovering hours of productivity. A b2b digital marketing agency has a complete team that, in addition to creating content. Can also handle paid campaigns, video and infographic creation, website design and development, copywriting and much more.
Not only can a content marketing agency carry out these activities. But it also has the resources and systems necessary to do so quickly and meticulously.
By entrusting the content strategy to an expert agency. It will be possible to publish quality and always up-to-date content, leaving the company’s internal resources to their own activities.
They know how to reach the target audience
The first consideration to make when you start writing content for the web is that not all traffic is valuable traffic.
In other words, not all content that is positioned on search engines and that people read necessarily translates into new customers.
Anyone can write content
But excellent content that supports marketing efforts is not just about building engaging text. If the content you create doesn’t attract the right organic traffic, leveraging customer pains that your company can solve, there’s no point in publishing it.
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A good b2b inbound marketing agency knows how to combine the company’s competitive landscape with consumer psychology to conduct effective keyword research.
