According to 71 per cent of B2B marketers, content marketing will be more critical in 2023 than ever before.

Are you on the fence about investing more in content marketing? If so, this blog might change your mind.

Below, you’ll find out why content marketing is important for B2B businesses — especially financial services businesses like yours.

Content Marketing Basics for B2B Companies

The B2B business model is all about selling products or services to other businesses. For example, if you run an accounting firm that specialises in helping small business owners, yours would be considered a B2B company.

Content marketing best practices vary for B2B companies compared to B2C (business-to-consumer) companies. Here are some of essential elements to keep in mind when creating content:

• B2B audiences are more focused
• B2B content is often geared toward a company’s top decision-makers
• B2B content is often more effective when distributed via email, on professional sites like LinkedIn, or on the company’s own website
• B2B content is typically tactical and practical instead of fun and lighthearted

These essential principles apply to various types of B2B content, such as blog posts, white papers, webinars, and email newsletters.

Benefits of Content Marketing for B2B Companies

A well-planned content marketing strategy offers many benefits to B2B companies. Here are some specific benefits they can enjoy:

Increased Brand Awareness

Content marketing is one of the most effective ways for B2B companies to increase brand awareness and inform more people about their products or services.

It can be more challenging for B2B companies to get the word out about what they sell. However, a solid content marketing strategy can help them define their audience and spread their message on the most relevant channels.

Increased Website Traffic

When more people are aware of your B2B brand, they’ll be more inclined to visit your website. If you’re looking to generate more website traffic and get more business owners interested in buying what you’re selling, content marketing can help.

Content like blog posts and videos can catch people’s attention and encourage them to learn more — especially if you include a call-to-action inviting them to click a link and access your website.

Move Buyers Through the Sales Funnel

You can also use content marketing to improve your B2B company’s lead-generation efforts.

If you’re struggling to move people through your sales funnel and get them interested in investing in your products or services, content can help. You can create content for various stages of the sales funnel.

For example, you can start by writing a blog post designed to catch people’s attention and build awareness. Then, you can draft a more in-depth guide to share with people when they move into the consideration stage.

Finally, as people move to the bottom of the funnel and are ready to take action, you can offer social proof or a comparison guide to seal the deal.

Why Do B2B Financial Services Businesses Need Content Marketing?

All kinds of B2B companies can benefit from content marketing, including B2B financial services companies. The following are some of the most significant benefits B2B FinTech companies can experience when they prioritise content marketing:

Educate Your Audience About Your Services

Some businesses in the financial services industry need help to explain the specific services they provide.

Content marketing creates an avenue for you to discuss your services in more detail and answer common questions. This information, in turn, helps potential clients see how they could benefit from working with you and your team.

Outshine Competitors

Many businesses plan to invest in content marketing in the coming year. If you can beat them to the punch by prioritising your content marketing strategy now, you’ll have an easier time standing out among other B2B financial services companies.

This industry can be a competitive one, so any advantage you can get — even a small one — makes a difference.

Reach New Potential Clients

B2B content marketing helps financial services businesses like yours connect with prospective clients who might need to be made aware of their services.

Consider your current client base. Does everyone fit into a relatively narrow category?

If you’re looking to diversify and expand your base, improving your B2B content strategy can help you share your services with decision-makers at other types of companies.

Modernise Your Brand

Content marketing also helps you bring your financial services business into the digital age. If you’ve been dragging your feet on creating digital content, you could be missing out on a lot of potential clients.

Modernising your business with a solid content strategy will help you attract new clients, increase sales, and protect your company’s longevity.

Improve Your Content Marketing Strategy Today

Now that you know more about the value of content marketing for B2B financial services companies, are you ready to make it a priority in 2023?

If you’re interested in improving your content marketing strategy but don’t know where to begin, we’re here to help at FinTech Content.

Contact us today for more information on our B2B content marketing services.