We live in an age where everyone feels like they’re an expert, and to some degree, it’s true; the internet provides unlimited access to all forms of information. As a result, consumers no longer have to solely rely on advertisements or a detailed sales pitch to find the answers.
According to a 2011 study conducted by The Content Council, 70% of users no longer consider advertisements as their preferred means of gathering information. What’s their new favorite? Content and lots of it.
Content marketing is a key component in any fruitful b2b CleanTech relationship. Its power is often overlooked, but you would be doing yourself a disservice by doing so. We have the proof.
Here are 3 reasons to show you why content marketing might be worth more than you think. Let’s get to it!
Content Reinforces the Customer’s Connection with Your Brand
A positive brand association isn’t only a result of product marketing. No matter how small, every interaction a customer has with your clean energy business is an opportunity to leave a lasting and joyful impression.
After you’ve done the hard work of securing a prospect’s interest, you don’t want to lose them. Quality content is a great way to keep the momentum going. Visitors are more likely to stay on your site and explore your other offerings if they are pleased and enlightened by what they’re reading.
The best part about quality content is that its results are long-lasting. An expertly crafted post can continue to draw in traffic months down the line, and in some cases, years after it has been published. As long as the information is relevant and accurate, it will never go out of style (unlike certain regrettable fashion trends).
This is not to say that you shouldn’t keep your content current. While some content is evergreen, at the rate that green technology changes, you can’t expect your customers to keep up with everything without some assistance.
Just Ask Your Peers. Content Works!
We know that we shouldn’t jump off a cliff just because everyone else is doing it. But if there was a cushioned landing and a promise of success, we might think differently.
Trust us, content marketing isn’t a leap of faith. It’s a proven strategy, and many of your peers are already aware of this. In 2014, Content Marketing Institute and Marketing Profs surveyed B2B marketers, and found that 66% of successful marketers had a documented content strategy. Among the unsuccessful marketers, only 11% had a concrete strategy to market their content.
The numbers may not tell the entire story, but we can see that a thoughtful content strategy dramatically increases the odds of a successful internet marketing campaign.
ROI Never Lies
One of the major benefits of content marketing is that it’s more cost effective. It costs about $373 to generate a lead through traditional marketing methods, but with content marketing, that price shrinks to $143.
Producing leads on the cheaper side is great, but how effective is content marketing at actually bringing in new prospects? Companies that use a carefully planned content strategy generate 67% more leads than the ones that don’t.
Anyway you slice it, you get more bang for your buck. Especially when you take into consideration that content goes hand in hand with email marketing, which boasts an impressive ROI of 4,300%!
The Bottom Line
Blog content marketing is a potent, cost-effective method for supplying your clients with valuable information in a form that is familiar and easy to consume. Still, high quality content takes time and effort to produce, and you may or may not have the resources to execute your content strategy at a level that meets your standards.
Working with a professional content provider can help you create the blog content needed to effectively attract new visitors and convert them to leads.
To learn about what’s needed to develop an effective Content and Inbound Strategy, grab our free eBook here!
If you have any questions about how to get started with an Inbound Strategy for your CleanTech company, don’t be shy, reserve a time to speak with us here. We’re happy to help!