Marketers spend a lot of time producing blog content to generate traffic. But what ultimately decides whether your B2B content works is its ability to generate leads.
This is something we hear often
We have plenty of content ideas, but the blog just doesn’t convert.
And this is what we almost never hear:
We have more than enough blog posts that convert well.
But the truth is that a B2B blog has the potential to generate organic leads.
At least when the ideas come from a deep understanding of the email data audience’s problems.
The main problem is that B2B content revolves around very specific problems in very specific sectors.
It is not easy to produce articles for an audience of specialized professionals. Especially when the content writers are not specialized professionals.
This is where so-called SMEs
come into play: experts who have a thorough a department understanding we conclude an agreement of a topic and who can give you all the information you need.
And at their fingertips: the sales team.
Think about it. These are the people who talk to customers every day, answer their questions, listen to their problems and clear up their fears and doubts. Who could understand their problems better?
When marketing and sales teams are perfectly aligned, the miracle of smarketing happens.
And in this article we tell you how to integrate it into your content strategy to turn your blog into a B2B lead generation machine.
From digital to real relationships
Diving into the real relationship that exists between customers and the company can be revealing for a marketer who, until then, has only been exposed to the digital relationship .
One of the best ways to do this is to have the content team (or the entire marketing team) sit next to the sales team.
A couple of years ago, I had just started working at a startup that was in the midst of expanding. With just enough space for newcomers, I was seated at a shared table burkina faso business directory with the sales team.
At first I thought it was unfair because I thought it would hinder my learning and development within the marketing team.
But what I didn’t know is that this experience would end up changing the way I understand content marketing.
Every day, I had a front row seat to watching customer relationships being built.