B2B Content Marketing: What You Need to Know
With 75% of B2B marketers looking to increase their content marketing budgets this year, it’s no surprise that many of them are trying to find ways they can improve their content marketing efforts. Ruth P. Stevens of Ad Age provides a framework which highlights four different areas where content marketing is able to provide value to the B2B space. One of the pillars to her framework is lead generation offers.
Content assets, like case studies and research reports, are the single most compelling category of motivational offers for b-to-b lead generation. The reason is simple: Business buyers are trying to solve problems, and they need information. If a vendor can provide useful statistics, case examples, and how-to’s, a buyer will gladly exchange his or her contact information for the material.”
The four pillars that Stevens discusses in this article are not only essential for all content marketers, but they demonstrate how important it is to have a content marketing strategy in place for sales and marketing to successfully align.
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