Content Marketing Methods that Drive B2B Leads

BY Rachel Cagle
Featured image for “Content Marketing Methods that Drive B2B Leads”

Do your B2B clients want to make meeting their sales goals for the year easier? If so, they need to focus on finding qualified leads. Yeah, easier said than done. But there are a few content marketing methods that can help.

Content Marketing Methods that Drive B2B Leads

Finding Leads is a Huge Problem

According to research from Pipeline360, 80% of B2B marketers agree that finding new and qualified leads is a critical priority. As of right now, 46% say that their lead quality is either low or neutral. Another 42% say that their lead quantity is insufficient.

Chances are your client is among them. They not only need help finding quality leads. 

They also need help finding enough leads to meet their sales goals for this year and into the future. And on top of it all, 49% of B2B marketers are being pressured to cut their budgets.

How can you help your client reach their goal with limited resources? By choosing the right content marketing methods.

Which Channels Generate Quality Leads?

Pipeline360 says that the preferred content marketing methods B2B marketers prefer to use to generate leads are:

  • Paid Social: 65% of B2B marketers prefer using this channel to generate leads
  • Email: 64%
  • Display Ads: 54%
  • Paid Search: 49%
  • Events: 49%

If your client doesn’t already invest in these marketing media types, it is time to make a suggestion. Perhaps their delegated budgets to them are limited and it’s time they switch their focus.

Of course, your client’s target audience may not prefer these marketing media types in the order listed above. Want to find out which ad types your client’s target audience responds to the most? Check out their audience profile on AudienceSCAN on AdMall by SalesFuel.

Secret Lead-​Generating Strategy: Content Syndication

According to Pipeline360, only 23% of B2B marketers are using content syndication right now. Which is a shame! Because 61% of those who add content syndication to their content marketing methods report meeting their lead generation goals. 

Why aren’t more B2B marketers using this strategy? Because they don’t:

  • Know what it is: 37% of B2B marketers agree
  • Understand how it works: 26%
  • Know how to get started: 11%

What is Content Syndication?

Content syndication means republishing the same piece of content – an article, a video, an infographic, etc., – on one or more different websites,” says HubSpot. This practice helps brands get their message to new audiences without the need for increased content creation.

How to Get Started

The best part about content syndication is that it’s possible to put into action for free. All you have to do is find publications and websites that are a good fit for the audiences your client targets and then pitch your client’s content to them. Over time, you’ll build a slew of partnerships that can publish your client’s content for a larger audience to see.

Overall, HubSpot says that there are four super-​effective ways to practice content syndication:

  • Syndicate to a bigger website: This increases brand awareness by reaching a wider audience
  • Syndicate to a similar website: This helps reach a more targeted niche audience
  • Guest post on a big publication, then syndicate later to your client’s channels: Your client gets their content out to a wider audience as well as their own
  • Get picked up by other publications: Encourage others to repurpose your client’s content in their future posts and site your client

Content syndication is one of the content marketing methods that are worth the time and effort. Pipeline360 says that 58% of B2B marketers who take advantage of content syndication have inquiry-​to-​MQL conversions rates that are above 15%. And 20% of those marketers’ rates are between 26% and 50%!

Put these content marketing methods into action and your client’s quality leads will increase before they know it.

Photo by: Helena Lopes