Content Marketing is On the Rise for B2B

Only a few years ago, B2B marketers were using tools like print advertising to get the attention of customers. Now it seems that content marketing is rapidly becoming the go-to tool for the B2B set. According to a survey by HiveFire, 82% of B2B marketers are now using content marketing. That’s substantial news.

Because so many marketers are faced with the challenge of getting new leads on a shrinking budget, content marketing plays in perfectly as a solution. According to the survey results, content marketing takes up less than 30% of half of the budgets of those surveyed.

What Content Marketing Does

The respondents said that their goals in using content marketing were to engage customers and prospects (82%) and drive sales (55%). Content plays perfectly into these goals: by providing useful information, you’re building trust with potential customers, thereby engaging them. As they move down the sales funnel, you’re the company they consider first when shopping for the services or products you sell.

Given that I’m such a fan of content marketing, I’m pleased to see the results starting to skew in favor of it. I’m not talking to a brick wall as much when it comes to explaining why creating content makes you an expert and builds trust. Brands are starting to get it. And in B2B, it’s even more important, because those sales are completely based on trust.

Get HiveFire’s B2B Marketing Trends 2011 Survey Report here.

Susan Payton is the President of Egg Marketing & Communications, an internet marketing firm specializing in marketing communications, copywriting and blog posts. She’s written two books: 101 Entrepreneur Tips and Internet Marketing Strategies for Entrepreneurs, and has blogged for several sites, including The Marketing Eggspert Blog, as well as Mashable, Small Business Trends, FutureSimple, BizLaunch and Lead411. Follow her on Twitter @eggmarketing.
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One response to “Content Marketing is On the Rise for B2B

  1. This has been the biggest shift in my own content with respect to blogs, videos, etc. In the past, I have to admit that they were mainly updates and self promotional in nature. But I’ve learned to shift the content to more useful info and tips for readers. It’s still a bit of a challenge to stay away completely from promo but I’m definitely getting better.

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