Benefits of Building Relationships with B2B Content
Posted: Wed Feb 12, 2025 5:03 am
Why make relationship-building content marketing a staple of your B2B strategy? Here are five compelling reasons.
1 - Leads are more qualified and advanced
The beauty of a smart , intent-driven, SEO-driven content strategy is this: the audience that engages with your content is inherently qualified. By searching for articles, guides, podcasts, or videos focused sweden mobile database on topics and pain points relevant to your category, they are showing themselves to be the people you want to build trust and awareness with. And when they find quality content from your brand that best answers their questions, they remember and start to trust your brand.
So it’s no surprise that organic search routinely achieves the highest conversion rates of all traffic sources.
2 - Strong relationships endure even during difficult times
Business leaders are bracing for the inevitable recession. The economic downturn is forcing tough decisions and many business partnerships are ending. But strong relationships will survive.
Research shows that brands that continue to invest in advertising during a recession tend to emerge stronger than those that don't. Why? Because they remained present to their audiences during tough times, even when they knew that shopping activity might be limited.
Strong relationships weather the storms of difficult times... especially if they are formed during difficult times.
3 - A one-sided focus on demand generation leads to poor results
It is well known throughout the marketing world that strong brand awareness contributes to a better return on advertising investment. People are more likely to respond to your sales PPC campaigns if they are familiar with your brand.
There’s a reason why campaigns that focus on both brand and acquisition perform six times better than campaigns that focus on acquisition alone. It’s a similar reason why 75% of shoppers say they’re more likely to buy from a company that knows their name and purchase history.
There's a lot of other data to back up this idea, but you probably don't need it. Just think about how familiarity and kinship influence the decisions you make in your own life. When you're choosing a doctor, a financial advisor... all other things being equal, you'll choose someone you already know and trust. Is that right?
A relationship-focused content strategy not only helps generate demand and convert more customers, but it also makes those customers more invested in your brand, increasing the likelihood of upsells, cross-sells, and referrals .
4 - Get a deeper insight into your target audience
"A key byproduct of engaging with your prospects more frequently and intentionally is that you learn a lot about them through the process. You discover what type of content they connect with, what channels they’re on, and what they’re truly interested in. You need to see your customers as multifaceted and understand the complex external forces that influence them."
The first step? “Gain a deep understanding of people.” Relationship marketing and the data that comes from it are among the most effective ways to gain that understanding.
1 - Leads are more qualified and advanced
The beauty of a smart , intent-driven, SEO-driven content strategy is this: the audience that engages with your content is inherently qualified. By searching for articles, guides, podcasts, or videos focused sweden mobile database on topics and pain points relevant to your category, they are showing themselves to be the people you want to build trust and awareness with. And when they find quality content from your brand that best answers their questions, they remember and start to trust your brand.
So it’s no surprise that organic search routinely achieves the highest conversion rates of all traffic sources.
2 - Strong relationships endure even during difficult times
Business leaders are bracing for the inevitable recession. The economic downturn is forcing tough decisions and many business partnerships are ending. But strong relationships will survive.
Research shows that brands that continue to invest in advertising during a recession tend to emerge stronger than those that don't. Why? Because they remained present to their audiences during tough times, even when they knew that shopping activity might be limited.
Strong relationships weather the storms of difficult times... especially if they are formed during difficult times.
3 - A one-sided focus on demand generation leads to poor results
It is well known throughout the marketing world that strong brand awareness contributes to a better return on advertising investment. People are more likely to respond to your sales PPC campaigns if they are familiar with your brand.
There’s a reason why campaigns that focus on both brand and acquisition perform six times better than campaigns that focus on acquisition alone. It’s a similar reason why 75% of shoppers say they’re more likely to buy from a company that knows their name and purchase history.
There's a lot of other data to back up this idea, but you probably don't need it. Just think about how familiarity and kinship influence the decisions you make in your own life. When you're choosing a doctor, a financial advisor... all other things being equal, you'll choose someone you already know and trust. Is that right?
A relationship-focused content strategy not only helps generate demand and convert more customers, but it also makes those customers more invested in your brand, increasing the likelihood of upsells, cross-sells, and referrals .
4 - Get a deeper insight into your target audience
"A key byproduct of engaging with your prospects more frequently and intentionally is that you learn a lot about them through the process. You discover what type of content they connect with, what channels they’re on, and what they’re truly interested in. You need to see your customers as multifaceted and understand the complex external forces that influence them."
The first step? “Gain a deep understanding of people.” Relationship marketing and the data that comes from it are among the most effective ways to gain that understanding.