According to the results of a recent study from Holger Shulze, B2B marketers worldwide are turning to content marketing to improve their marketing campaigns, including boosting lead generation efforts, brand awareness, and customer loyalty.
Study results show 68 percent of B2B marketers are using content marketing to generate leads. The subsequent goals of content marketing include thought education and leadership (50 percent) and brand awareness (39 percent). According to the study, 81 percent of B2B marketers find original and compelling content to be more effective than professional writing for attracting customers and building brand awareness.
Findings from a BtoB study echoed the results of Shulze’s study, but respondents cited additional reasons for marketers to engage in content marketing, including customer acquisition and loyalty. Fifty four percent of B2B marketers reported using content marketing because they believed engaged and loyal customers would help build a successful lead generation campaign.
The results of the studies indicate that B2B marketers believe customers will be more inclined to commit to a brand if they are initially drawn to content that creates an engaging and dynamic experience. Based on the results of the study, B2B marketers believe the best way to create such an experience is through content marketing.