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Last week we launched a discussion about the power of branded content. RedBull’s branded magazine, The Red Bulletin, drenches its readers with content about exotic locales, elite competitors and insider knowledge — and a RedBull logo on every page. While that may work for a B2C audience, does content marketing perform for B2B marketers? Definitively, yes. Just like those B2C customers, B2B prospects are becoming less interested and less responsive to traditional tactics.
The B2B Technology Marketing Community launched a survey on the state of content marketing — where it is now, where it’s headed, what works, and what resources are being allocated toward it. The results show that marketers are overwhelmingly adding content marketing to their mix in the hopes of driving awareness and generating leads using compelling content in various forms — case studies, live presentations, whitepapers, videos, emails, to name a few.
The takeaway from their information-packed survey is that, while implementing content marketing initiatives is complicated, the results it produces are well worth the effort and budget.
Is it time to switch gears and engage prospects with compelling and engaging content? Do you see opportunities in your business to get more leads and build customers relationships through content marketing?
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