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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The Impact of using Video on Content Marketing

It is known as a fact that markets have gained more power than ever. The consumer is getting cleverer by the second and is using that intelligence to make smarter purchases by investigating through their peers or data available online before heading to his preferred point of sale. This is why many companies are including content marketing as part of their marketing efforts. It is important for enterprises to ensure that when possible consumers are looking them up, they will easily find accurate information the target needs to make the pursued choice. And it works!

Credits: Aberdeen Group

Credits: Aberdeen Group

According to a study made by the Aberdeen Group, brands that implement video as part of their Content Marketing Strategy report higher effectiveness than those who don’t. This happens because video attracts the attention of the possible consumer, it provides the opportunity of offering a great customer experience and it also gives a valuable tool in Social Media. Brands that implement a TV Channel or a Video Gallery in their website tend to experience higher time on site from the visitors, more content virality and better conversion rate.

As mentioned in Brightcove’s Webinar, marketers are being creative upon the challenge of achieving greater goals with fewer resources.  Video is one of the most effective approaches and that’s why it’s highly recommended to use it as part of the Content Marketing Strategy in order to get satisfying results.

Welcome!

Credits: Mashable

Credits: Mashable

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