Content Marketing explained and why it is important for b2b companies

Content Marketing is an essential tool for helping any business to grow and the key fundamentals behind it are simple; it’s all about building trust and enhancing your reputation with customers through the creation of quality, online content that they will value.  

Put simply, content marketing is the process of drafting and distributing copy for the purpose of growing your audience, but rather than reaching out to them by trying to sell them something, you are attracting them with content that is useful in some way. This is important because it is now expected that the customer experience extends further than the initial sale.

When an industrial buyer visits your website for example, they often assume that alongside a list of products and services, there will also be a series of creative, relevant and compelling articles. This can be anything from news, case studies or blogs to company updates, examples of best practice and comment pieces that are engaging and not overly sales focussed.

However, as well as the company website, the content created can feature across a wide range of other online channels, including social media pages and third-party sites, such as trade blogs and news channels, engaging customers at various touch points.

Content marketing is also an ideal vehicle for growing your organisation’s thought leadership agenda and positioning your brand as an industry leader. For example, a food manufacturer that incorporates a series of posts that focus market trends and topical issues such as the sugar tax and a rise in free-from diets, will pull in visits from people searching for advice on these topics, including potential customers. This will increase your brand awareness and reputation as a leading business within the sector, which is likely to result in the customer returning and an increase in sales in the future.

In addition, quality content marketing complements and improves your social media strategy and can be used for email marketing. Your website will also become more SEO friendly as it is regularly updated with useful content and will therefore rank higher on sites such as Google. Posts that also include quality keywords and search terms that customers are looking for will also achieve a better ranking.

A good way of ensuring your content marketing is authoritative and of the highest quality is to appoint an experienced digital marketing agency. Here at Dragonfly PR, we combine digital expertise with a journalistic approach to creating content that increases awareness of your brand and/or business online.

Knowing that all businesses and their target audiences are different, we work with you from the offset to develop a robust content marketing strategy that is tailored to your requirements and your intended audience. In fact, as this is something that we have been doing for more than fifteen years, we know that our approach works. Plus, we regularly review and monitor all areas of our clients PR, content and digital marketing activity to ensure that it stays effective and continues to secure the required results.

Just recently, we were appointed to develop a PR and content marketing campaign for a client that manufactures building products. During the campaign we changed the product focus on a monthly basis to meet the management’s priorities, providing a more streamlined and targeted approach.

This saw the client consistently appear on page one of search engines for various keywords and search terms, which resulted in a dramatic increase in sales enquiries. We also secured an impressive amount of coverage in trade press and saw a significant increase in engagement from potential customers and industry figures across social media.

So if you are interested in implementing a bespoke Public Relations, Content Marketing and Social Media strategy, that delivers results, contact Dragonfly PR. We have over 15 years’ experience in business to business marketing, with expertise in PR for manufacturers, food, railconstruction and technology companies as well as others.

To speak to a member of our experienced content marketing team here in Sheffield, call 0114 349 5345 or email:

Call us on: 0114 349 5341