Keeping in mind the increased usage of online channels and social media, B2B marketers prioritise an advanced content strategy for 2021.
Despite various blockers and technical challenges associated with content marketing, most marketers are focusing on their content strategy.
Content has remained a critical investment area for most brands amid the pandemic. Earlier, social media marketing was influential primarily for B2C companies – however, it has a similar impact in the B2B landscape. Now, content marketing is becoming a primary tool for modern B2B organisations.
Unsurprisingly, marketers in the Middle East are investing more budgets in content marketing than the pre-COVID-19 era. Marketers are focused on overcoming the challenges while keeping track of how this pandemic has influenced the buyer-seller balance. Businesses worldwide are creating content to address these friction points – to get B2B consumers across the finish line (end-sale process). As a result, brands are putting efforts into changing their content strategy. Martech and advanced tools are being used to measure the effectiveness of such content delivery. As we advance, it will make much sense for B2B marketers to have measurable efficacies.
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As per Robert Rose, Chief Strategy Advisor at Content Marketing Institute, “We’ve had to expand our network via digital marketing strategies such as webinars and podcasts, as we relied mostly on in-person events and conferences for brand awareness. We saw an increase in those whose organisations use content creation/collaboration/workflow technologies (58% this year vs 48% last year) – not surprising in a work-from-home world.”
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Today, it is normal for B2B enterprises to partner with social channels aimed at personal use. Even though brands have good intentions, they often run up against content marketing blockers.
As a result, CMOs invest in their production team – to train and provide the necessary support. Therefore, it is essential to implement an ROI-centric metric tracker to ensure ‘effective’ content, which helps companies with more clicks and improved search ranking.
Tonya Chin, Chief Communications Officer at Nutanix, explains, “One trend that has recently seen an uptick in local publications being bought, not by larger media conglomerates, but by firms producing sponsored content. Which is a completely different publication model and one that might be more financially viable (although only time will tell), but it will sometimes put transparency at odds with financial stability. While sponsored content can be just as valuable to readers, I also expect a growing need and reader demand for transparency.”
Clearly, content marketing amid the pandemic was a swift and dramatic alteration in strategy – indicating how fast brands could adapt. In 2021, this could be relevant, helping businesses in the Middle East drive more sales and grow.