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Lead generation and
conversion are top priorities in B2B marketing. But as the cost per lead
increases, more B2B companies are turning to
content marketing as a method for attracting new business. So what makes
content marketing such a valuable tactic?
Content marketing is based on the
belief that if businesses provide helpful, non-promotional information to
buyers during critical points in the buying cycle, then prospects will
eventually reward the company with their purchase and loyalty.
A report from eMarketer suggests that timely, relevant content is an ideal way to reach new prospects:
“Online content
is the fuel for the new B2B marketing lead generation engine. In creating
informational, educational and actionable content … marketers can effectively
lure early-stage buyers into their sales pipeline.”
B2B companies are
utilizing a wide range of content types to meet their marketing objectives.
Blog posts, webinars, white papers, videos, podcasts, case studies and email
newsletter campaigns are all effective ways to build relationships and remain
top-of-mind with potential buyers.
But regardless of the
content type, the key to successful content marketing is shifting your
perspective from pitching to educating. Eloqua provides a free, downloadable guide to B2B content marketing where they
identify these fundamental steps for content strategy:
> Define
a critical group of buyers.
> Determine
what information prospects really need and how they want to receive it.
> Deliver
that information in a way that maximizes impact on the company's goals.
> Measure
and recalibrate.
It is often the third step that can be the trickiest — making the
connection between the information provided and the company’s business goals.
Remember that all content ultimately serves as a form of messaging and, as
such, it should always support and exemplify the company’s position without
overtly selling it.
Are you currently harnessing the power of a
sustainable content marketing strategy? If not, be sure to secure the
resources, internally or externally, to crank up your content engine.
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