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What is Content Marketing?

Content Marketing proactively helps buyers through the research, education and justification process as they make complex purchasing decisions.

By creating and sharing content that legitimately and honestly informs, educates and inspires buyers along the way, a business gradually becomes a top-of-mind trusted partner, expert and resource.

 

What Content Marketing is NOT
Content Marketing is not about “hooking,” “capturing” or “driving” customers to buy a product or service as quickly as possible. Although that worked years ago, buyers are more informed today and will sniff out old-school manipulation a mile away.

What Content Do Buyers Use?

B2B buyers say they've used the following content types in the past 12 months while researching purchasing decisions.

DemandGen Report
DemandGen Report

Does Content Marketing Work?

Content Marketing has proven successful for businesses that truly understand their audience, buyer and customer on a deep level. Successful content marketing maps to very specific needs, barriers and questions — even those “hairy” questions most sales people like to avoid.

In a recent survey,
B2B buyers said the company or vendor they chose:

Delivered content that had a significant impact on their buying decision (68%)

Delivered a better mix of content appropriate for each stage of the purchasing process (61%)

Provided higher quality content than other vendors (66%)

Produced content that was more conducive to building a business case for the purchase (63%)

Help them learn. Help them decide.

B2B decision makers guide themselves through 90% of the process before they’ll even respond to or speak to a sales person. (Forrester Research)

Buyers are simply thirsty for information ahead of making any major purchase. In fact, 75% of B2B buyers say they rely more on content to research and make purchasing decisions than they did a year ago. (DemandGen Report) More about B2B Buyers

 

The Bottom Line:

Buyers want to be in control of their decision. 
You can either choose to fuel that process with helpful information or continue with slick B2B websites, fancy copy and meaningless sales brochures.

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Is Content Marketing Right for You?

It’s more dire than ever for B2B companies to create a “meeting of the minds” with buyers.
Let's set up a time to talk.