According to the recently released B2B Content Marketing Trends survey, content is vital to B2B marketers for generating leads, offering market education, and driving increased brand awareness.
The results show content factors largely into the B2B customer lifecycle: 68 percent of respondents use content marketing as a lead generation tactic, 50 percent for educating readers, and 39 percent for increasing brand awareness. The challenge for marketers is to create and distribute relevant content to their targeted demographic to achieve the best results.
In a post on BtoB Online, Lee Odden, CEO of Toprank Online Marketing, said, “The growing importance of content in online marketing is nearly matched by the increasing competition for prospects’ time and attention. According to Intel Corp., every minute there are 3,000 photos uploaded, 100,000 tweets, 1.3 million YouTube video views, 2 million Google search queries, 6 million Facebook views and more than 200 million emails sent. Fortunately, the intersection of SEO, social media and content provides an incredible opportunity to optimize for customers’ attention during their journey through the sales cycle from awareness to purchase.”
This year, case studies (78 percent) and white papers (73 percent) account for two of the most effective forms of content for engaging prospects and delivering messages; live, in person events follow closely behind (72 percent). Infographics have emerged as an effective way to disseminate information over the past year. Forty-three percent of respondents in this year’s study consider them effective forms of content marketing, as compared to just 28 percent from last year, making infographics the fastest growing source of content.
Content marketing continues to remain a key marketing tactic for B2B marketers, as it drives leads, educates customers and prospects, and increases brand awareness. Marketers looking to drive results throughout the customer lifecycle should consider content marketing as a very significant tool.