B2B Content Marketing utilises content as a medium to appeal to other businesses - driving website traffic and qualified lead generation from one business to another. 

B2B Content is created to appeal to a decision-maker within a business, rather than to a consumer. B2B Content Marketing is one of the leading methods to developing brand authority and establishing a trusted reputation. 

A good Content Marketing Agency will be transparent about its strategy and approach. 

Anyone can conduct basic keyword research and write a blog about it, but a good Content Marketing Strategist or Agency will share insights into why they have targeted specific keywords, how each piece of content will contribute to your overarching goals, and will be able to showcase evidence of successful campaigns and look to recreate them.

Social Media Content Marketing is a branch of Digital Content Marketing. 

Whereas most content is published on your website, Social Media Content Marketing will look to achieve one of two outcomes and will be executed on social platforms only. 

The two main goals of Social Media Content Marketing are to drive engagement on each platform (through interactions, comments and sign-ups) or to drive traffic from social media through to your website. 

Social Media Content promotions are a great short-term solution to boost traffic to your website and are most effective when used in conjunction with on-site Content Marketing tactics.

Content Marketing is one of the most effective marketing methodologies of the modern world. 

As consumers demand more from brands, including an organic and open conversation, the importance of Content Marketing and effective Content Strategies becomes more evident. 

Many businesses have built out internal marketing teams whose sole focus is to shape and execute their Content Marketing activities.

While this works for larger companies with available budgets to train, upskill and retain the additional staff complement, many businesses choose to outsource their Content Marketing to an Agency. It’s an affordable, reliable and expedient way to ensure quality and consistency in your content outputs while keeping overheads low.

Before execution, your Content Marketing Agency will need access to your analytics tools. This includes platforms like Google Analytics, Google Search Console, Google Tag Manager, or even your reporting dashboard within HubSpot. 

Your current metrics form a baseline to benchmark future success, and your reports will indicate how your new content is performing.

Metrics to consider when analysing Content Marketing performance include rankings, traffic, leads, impressions and click-through rates. Engagement, responses and reach are also important metrics, but are often de-prioritised due to their lack of direct correlation with increased revenue. 

When content is created well, it will perform better over time. Organic content takes time to be crawled, indexed and ranked. The longer your content is available, the higher your rankings, traffic and visibility should climb. 

We alluded to Content Marketing incorporating various content types earlier on this page. 

Visual Content Marketing is a variation on written content and can be an impactful marketing strategy. 

As more users search for images, the demand for image-based content increases. By optimising for horizontals (images and video), you increase your opportunities for exposure. 

Visual Content can take the shape of infographics, videos, images, branded images (logos), motivational posters and more. Visual content is a powerful tool and should form part of all content strategies - no matter how small or large.

Perhaps the least utilised of all the Content Marketing methodologies, Interactive Content Marketing is a way for businesses to engage more users, instantly. 

Many people assume Interactive Content Marketing involves posting a poll to LinkedIn or perhaps responding to comments on a blog. 

However, Interactive Content Marketing is more of an instant gratification model that captures leads instantly, and helps companies open the lines of communication more reliably. 

Think of insurance companies that promote free, instant quotes. Users need to input their data, including contact methods, and consent to the company reaching out at a later stage in order to receive their instant quote. 

This offers a way for salespeople to engage with prospects directly, rather than relying on them to find their way back to the website at a later date.

While effective, this is a more disruptive Content Marketing strategy and is not suitable for all businesses or industries.

Content should address the motivations and needs of the customer at various points of their process, so that it strengthens their positive feelings about the brand, heightens their likelihood to convert, and increases their customer lifetime value.