Originally published April 27, 2022 , updated on July 31, 2024

Digital marketing is no longer a new concept. But with more channels and higher reader expectations, it has become more complex and time-consuming. Therefore, you need the services of a B2B digital content marketing agency to help you out with your online branding needs in 2022.

Nowadays, so many channels exist to build customer relationships. It’s impossible for one person or company to manage all these channels.

So, what does this mean? Your firm will benefit from B2B content marketing services to create different information formats and promote these through the proper channels.

Quality Matters More Than Ever

In the past, B2B digital marketing focused on generating leads and closing deals. But now, it’s also about building relationships with prospects and customers. The shift in the online landscape has led to a new set of challenges for marketers.

This blog post will explore common challenges and how a digital partner company can help you overcome them. We’ll also discuss the reasons to use B2B content marketing services and the benefits of outsourcing to a digital marketing agency in 2022.

Top B2B Content Branding Challenges

Here are some digital marketing challenges with which a B2B digital content marketing agency can help.

How to Allocate Funds to Activities With Superb Return on Investment (ROI)

Hundreds of approaches exist. The challenge is to focus resources on those that deliver the best ROI. An experienced marketer knows which metrics to track and measure to identify the ones that have optimal ROI.

How to Set Realistic Goals

One mistake to avoid is focusing on short-term results. Effective online strategies deliver both short- and long-term results. The key here is long-term, realistic goals with adaptable plans to reach those goals. For one, spending money on paid search brings in traffic and conversions, but only as long as you pay.

True ROI comes from establishing trust and building solid relationships through quality information aligned with your company’s growth goals.

The B2B digital agency sets realistic and measurable goals. They achieve this following the SMART approach: setting Specific, Measurable, Attainable, Relevant, and Time-Based (SMART) goals.

How to Transition From Reactive to Proactive

Trying to outsmart the search engines and only responding to algorithm changes means you’re playing the reactive game. You’ll stay in crisis mode. In contrast, an expert B2B digital marketing agency creates quality material with lasting search engine optimisation (SEO) value, regardless of algorithmic changes.

How to Achieve Integrated Success

How do you coordinate efforts for a coherent message and brand voice when there are so many channels to deliver your brand message?

Modern agencies understand and use technologies to streamline the integration process, bringing it all together and optimising for each platform.

How to Adapt Approaches to Stay Competitive

Far too many companies are stuck on paid advertising, which delivers quickly, but has short-term results.

Many still use inferior quality SEO articles to gain organic search visibility. However, readers are no longer satisfied with superficial information, especially busy executives.

An effective content marketing agency adapts approaches. The firm seeks creative ways to connect brands with customers through valuable material.

How to Keep Your Website up to Date

Broken links, orphaned pages, the lack of privacy statements, and outdated certificates ring alarm bells with search engines.

If your website design is older than five or six years, it’s time to update.

You can now design a website using a content management system (CMS). The process is fast and less painful than developing a large site from scratch. It enables you to integrate traffic generation, monitoring, linking, and optimisation apps.

The best choice is to use an inbound marketing agency to develop and keep your website current, including the site map, forms, and information for maximum ROI.

How to Increase Leads

Many websites don’t gear for lead generation.

The sites might not lack information, but powerful call-to-action messages, customer relations building, and lead generation capabilities are often limited.

If your website lacks the features for lead generation, then much of your promotion spending goes to waste.

Using the services of a B2B digital agency, you can improve from design aspects to lead generation capacity.

Why You Need to Invest in B2B Branding

If your company wants to compete in a crowded online world, you need valuable information.

The delivery formats can range from blog posts to videos, tweets to images, and anything in between.

But without optimised information material, you’re invisible.

According to HubSpot, 47% of business executives research several pieces before they engage with vendors.

Creating material to meet their information needs helps establish touchpoints for further engagement. Using content creation services, you can:

• Establish your brand as an authority.
• Increase customer engagement.
• Develop long-term relationships.
• Generate revenue.
• Boost growth.
• Improve ranking.
• Increase traffic.
• Improve engagement levels.
   

But to get Google’s attention, you need quality and consistency. This is what a well-developed strategy focuses on, besides delivering information of interest to your audience.

Why Not Let Your Team Handle the B2B Digital Branding?

Information creation involves research, writing, editing, optimisation, and distribution. It also entails publishing in the right format, using the letter-perfect channel.

A single long-form blog post takes at least three hours to write, as reported in the 8^th Annual Blog Survey from Orbit Media Studios.

So, if you hope to publish regularly, you’ll need several team members to generate enough posts to garner attention.

The same survey reports that quality, length, and frequency matter. To master all three, you’ll need more than one or two writers.

Besides the writers, you’ll need an editor, strategist, SEO specialist, coordinator, social media specialist, and graphic designer.

Not impossible.

But if your company is just getting out of the gate, hiring each of these specialists can take a huge chunk out of your profits. The solution is to outsource content creation. 

When you outsource to a B2B content marketing agency, you only pay for relevant services and results.

When to Approach a Digital Content Agency

Maybe you have an in-house team but fail to experience the desired ROI. If your company’s efforts have not paid off, you’ll want to speak with the experts.

Likewise, if the mentioned challenges remain problematic, it’s time to seek help. You should partner with an award-winning content marketing agency if you want to:

• Grow your business.
• Seek long-term ROI on promotion efforts.
• Inform your B2B customers.
• Build long-lasting customer relations.
• Establish brand authority in your industry.
• Gain an experienced online partner to develop your strategy.
• Develop and optimise touchpoints during the buyer’s journey.
• Improve search engine ranking.
• Increase organic traffic.
• Maximise the potential of lead generation and sales conversions.
• Reduce your in-house team’s workload.

How You Benefit From B2B Digital Content Marketing Services

Regardless of your company’s size, the way you present your brand, the quality of services, and how you connect with your target audience matter.

The B2B digital marketing agency offers a full spectrum of services relevant to your business audience, with a focus on these aspects.

Let’s take a closer look at selected B2B content marketing services to help your company grow its online presence.

Create and Maintain a Blog

B2B buyers read several information pieces before they buy or subscribe. It’s a journey that requires consistent, high-quality information pieces delivered at the right time.

The creation team researches keywords, trending topics, and the information needs of your audience.

They align the blogging strategy with your company’s growth goals.

The team makes sure the blog posts deliver the content to match the buyer’s information needs at every stage of their journey.

In addition, the team creates posts to increase customer engagement, develop brand awareness, and establish your firm as a thought leader.

The agency optimises the posts for organic search placement, while your team can focus on business growth.

Create Videos

You should prioritise video as one of the primary tools to deliver information to your audience.

According to the Cisco predictions for 2022, at least 82% of internet traffic will come from videos.

You miss out on high traffic volumes without videos.

Get in on the traffic through the services of a digital marketing agency.

The marketers create the content for videos, which includes visuals, on-screen text, narration, and storyboard.

They add the videos to your blogs and website and distribute them on relevant social media platforms.

You can also add video-based courses or use visual media to inform or build brand awareness, drive traffic, and increase your audience’s time on your website.

Get Backlinks to Your Website

The information you share generates interest from other publishers. If the information is credible and practical, websites will link to your site.

The digital marketing agency creates thought leadership pieces to share on platforms like LinkedIn.

They also guest post at credible sites with links back to your blog, helping to drive traffic and signal subject authority to search engines. The latter helps to improve your website’s rank.

Likewise, they research and write articles to publish in credible online trade journals, linking back to your website.

Define Your Brand’s Voice

Your audience cannot follow your brand’s voice if they’re unfamiliar with it.

Experienced strategists help to identify your brand’s voice.

They also set the tone for each piece of information according to the requirements of every buyer persona.

The team helps your target audience become familiar with your brand’s voice across different channels.

Establish Your Influence on Social Media Platforms

Social media is about engagement with the platform users. What you post, the format in which you deliver, how often, and the timing make all the difference in your engagement rates.

You’re better off using the services of a digital content agency if you don’t have the in-house talent or knowledge for the job.

With the tools to streamline the publishing process and monitor success, the firm improves your brand engagement, reach, and authority.

Generate Sought-After Information in the Correct Format

From white papers to eBooks, manuals and guides are in-demand downloadable information. But if you want readers to share their information with you, your offerings need to provide incentives.

The B2B content marketing agency has a team to research topics of relevance. Armed with valuable information, they create sought-after material for which readers will want to exchange their information.

A Digital Content Marketing Agency Helps Your Firm to Save Time

Developing and executing an effective digital promotion and engagement strategy is time-consuming.

Your team needs to research, create and publish numerous pieces of information. Optimisation for search placement, distribution, and engagement with your audience takes more time.

Then comes metrics measurement to track campaign success.

Since the internet consists of inter-connections, you also need substantial resources to manage social media accounts.

One person cannot handle everything. You need several people to plan and execute campaigns. And that’s what the digital marketing agency does for your firm, helping you save valuable time.

B2B Digital Marketing Services Aligned to Your Business Goals

The content marketing agency develops the strategy in line with your business goals. They research your competition, the market, and keywords. Following on, they create a strategy to deliver the best results. The marketers publish information that drives traffic, leads, and conversions. And they do it all aligned to your particular business goals.

Scalable Content Marketing Services

Your output is limited according to resources. This means to increase production, you must increase capacity.

You’ll need more resources to do so—requiring the expansion of your team. This adds to your company’s costs, which might not be the immediate issue.

But what if you have to downscale and then upscale to match important events during the year?

You’ll end up with a larger team than needed for a significant part of the year.

The solution is to outsource to an agency offering scalable B2B marketing services.

You only use the services required, and you don’t have to train anyone. The expertise is readily available.

State what you need, and it’s done.

The firm can add capacity as required and downscale services as needed.

See a full list of services to understand what an experienced B2B content marketing agency can do for your firm.

Which B2B Digital Content Agency?

Partner with an experienced digital marketing agency like Goodman Lantern.

We have a proven track record of client success, a claim supported by many client testimonials.

See our case studies, showing how we’ve helped clients achieve their growth goals.

We collaborate with you to identify your specific B2B content marketing needs.

With a large team of subject experts and marketers, we have the resources and expertise to dedicate to your B2B content marketing success.

Ready for More Information About Our B2B Content Marketing Agency Services?

Eager to boost your online presence and drive growth? Find out how we help you achieve your business growth goals—See our range of services and plans tailored to your needs.

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