Why Is Content Writing and Marketing Important for B2B Tech Startups?

Content is King.

How true is the above statement? Does it really pay, and just how effective can it be when you are a B2B tech startup? Research shows that B2B tech companies can enjoy much better results when they deploy effective content and digital marketing campaigns compared to businesses in other industries. Probably this could be because most of these companies have a stronger grip on their SEO, track key metrics, derive insights from data and tweak their performance accordingly.  But nonetheless, content and digital marketing do work— in fact, they work wonders.

Let’s review why content marketing is essential for the survival of every B2B tech startup.

Get the Visibility You Crave

In a world where new tech companies are born every day, it can be challenging to gain visibility, get the attention from your target audience and keep the masses engaged. But content marketing can help tech startups stay on the top by enticing and engaging their potential customers quite effectively.

Earn the Trust of Your Targeted Audience

Today’s consumers are only interested in their own problems and challenges. None of them care about your products or your brand. Why should they?! So how do you get them to take notice when they don’t want to pay attention? Simple, through content marketing! Content marketing is a tool that you should use to gain the attention of your target audience, be it baby boomers, the iGen or anyone in between.

Today’s customers, regardless of their age, income bracket or social status want to be empowered. And the only way to strike a chord with them is to provide them with content focused on solving their challenges and showing them a way out of whatever trouble they may be in.

Value, value and greater value – that’s the mantra of content marketing. When you provide knowledgeable and educational content, your brand starts getting noticed, and gradually, you earn the trust of your target audience. You’re seen as a helpful and reliable brand that people can count on in times of trouble.

Get Your Audience’s Attention

The B2B tech industry is already filled with too many entrepreneurs who are all competing for attention. Yes, paid searches and social campaigns are a solution, but as per the stats, 80% of the users ignore paid ads on SERPs. Why waste your marketing budget then?

Focus on the right keywords and SEO elements along with providing quality, informative content. Soon enough your ranks will improve, and when that happens, your brand visibility will increase. B2B companies must confront the challenge of selling — and marketing — products and services to other businesses, as opposed to customers. But, like B2Cs, businesses seek out other businesses online. When prospects use Google, there’s a 75% chance they’ll do business with whoever has a spot in the top three search results. So the challenge is, how do you get your business’s website to the top of the SERPs? With powerful B2B SEO, of course!

Showcase Your Brand

HubSpot claims that 47% of the buyers go through five content pieces on average before they dial the number to talk to your representative. Highlight your brand’s personality through your content— ideally by hosting a blog on your website. Share information about your products and services, but narrow down the focus on the readers and their problems. Add a human touch, show empathy and they’ll get in touch with you.

Generate Leads and Conversions

Content marketing supports your sales funnel. It helps you channel down potential buyers and ensures that they exit at the bottom only, without abandoning the purchase cycle in between. The right kind of content can serve as lead magnets, and if it is placed at appropriate phases of the funnel, it can direct potential customers to the next stage, keeping them engaged.

Direct More Traffic to Your Website

Publishing unique and original content regularly can help you get more traffic on your website. On average, you should be posting about 2 to 3 blogs every week.

Foster Stronger Relationships

Content marketing earns the trust of your targeted audience, as we’ve already discussed. Over time, this trust and credibility help you build stronger relationships with your target audience. Provide value and keep them engaged through multiple channels and using different types of content.

Position Yourself as an Expert

Publish engaging content to build your authority and position yourself as an industry expert. When you help consumers resolve their problems, they’ll perceive you to be leaders and will be more likely to reach out to you for their needs.

Reduce Your Costs

Content marketing can produce results even if your budget is limited. The techniques are inexpensive, but they do require time and effort at your end.

In the Light of Numbers

Let’s translate the advantages of content marketing in numbers.

  • Get 3.5X more traffic on your website.
  • Reduce costs by 62% when compared to traditional marketing.
  • Generate 3X more leads.
  • Enjoy 6X more conversions.
  • Power your SEO strategy because content creation is the most effective technique. Hosting a blog on your website increases indexed pages by a massive 434%!

Do we need to say more?!

Considering the long list of content marketing businesses, it’s quite easy to understand why so many tech startups are adopting content marketing as part of their digital marketing campaign. Follow their leads, deploy effective strategies and create a stir among your targeted audience as you reach out to them through content marketing.


Dave Brown
Dave Brown
Dave Brown is a Sr. Editor at Content Development Pros – a leading inbound marketing company that provides comprehensive content solutions, including article writing, blog writing, and website copywriting services.

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