Part of planning an effective strategy is selecting the medium that is most likely to capture your audience’s attention. For a B2B that means showing awareness of business pain points and insights into what's happening in the industry now. For B2C, you want to connect with the consumers in your target market repeatedly by offering them helpful tips or engaging stories.
For example, a kitchenware seller may send out recipes or blogs that offer advice on healthy substitutions to make guilt-free desserts. It can also use video content effectively to demonstrate techniques in cooking or offer a downloadable app that converts cooking measurements from ounces to grams or milliliters.
What all the approaches described above have in common is that they position the brand as a credible source of information within its own defined niche. Over time that leads to a deepened relationship with your audience.
Typically, you can expect 6-9 months of consistent content marketing posting to see an uplift in B2B sales. That's because B2B sales typically involve longer cycles, more approvals, and a lot more money than B2C.
(One exception was a B2B blog I ghostwrote that brought in sales qualified lead the very next day).
As businesses don't tend to very receptive to cold calls and emails from businesses they have not heard of, the support of content marketing and demand gen leads to greater success in outbound sales efforts.
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