21 pages, published in 2018
Content marketing is essential for virtually all businesses, whether B2B or B2C.
Content designed to educate your target market can be helpful to prospective customers well before they are ready to buy. By offering useful information, brands can help customers understand the factors they should be considering—as well as build trust by acting as an advisor. When the customer is ready to buy, the brand whose content helped shape their decision will be top-of-mind.
Great content can also be used as a “carrot” for attracting inbound leads. If prospective buyers know that your company regularly releases quality blog posts, they will return
to your site more often. In addition, gated high-value content assets are an extremely effective tool for converting prospects to leads. High quality, relevant content on your website will also contribute to SEO, helping to drive organic inbound leads. According to a recent survey of B2B marketers2, research reports, video, and webinars are the top three most effective content types for generating leads with the highest conversion rates.
As customers move through your funnel, content is the medium through which your company establishes and nurtures the relationship. The right mix of content assets helps prospects learn more about your business and products and continues to build trust in your brand—ultimately leading to better retention and loyalty.
But planning and producing content is hard, resource-intensive work.
Gone are the days when content marketing was limited to the occasional blog post. Today, the most successful brands think about content as a key part of every customer experience—from news stories to customer service and support, packaging and shipping, and even how customers tell their friends about the brand.
As a result, content marketing budgets have ballooned in recent years. According to MarketingMag.com, content marketing will be a US$300 billion industry by 2019—more than double its size in 2015. The average marketing department currently spends 29% of their budget on content, with the most successful B2B marketers devoting at least 39% of their budgets to content3.