How do B2B Marketers Use Content Marketing?

We all know that the B2B buying process is different from the B2C model. B2B clients tend to do more research and to maintain longer buying procedures because of the high investments and the inflated risks. That’s why B2B marketers are in a constant search of gaining their clients’ trust and looking to pursue their most effective tactic: in-person events.

Source: CMI + eMarketer

Source: CMI + eMarketer

Kris Oser, Content Director of eMarketer, assures that using Content Marketing keeps the prospect interacting and brings them closer to that face-to-face moment. As reported by the Content Marketing Institute (CMI), 93% of B2B marketers in USA have used Content Marketing. Also, CopyPress states that 34.8% of all marketers use Content Marketing as their Leading Marketing Focus. So this basically means that Content Marketing works!

It’s no surprise that LinkedIn is the number one social network used by B2B marketers to reach their prospect customers. Besides social media, website articles, e-newsletters and blogs are the most popular content marketing tactics.

According to eMarketer the three best practices for content marketers are:

  • Be useful and relevant to clients and prospects
  • Move beyond likes to loyalty
  • Crank the content spigot

Having all this in mind we can infer that, if applied correctly, Content Marketing is a key tactic for almost any B2B business Marketing Plan. With some research, B2B marketers get to know their consumers’ socialgraphics and create smart strategies to engage with their prospects, because at the end of the day, who make the purchase decisions are humans.


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