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.