Buying cycles are longer than ever. A greater number of stakeholders are involved in the purchase decision. And prospects often bypass interaction with your company until late in the buying process. As a B2B marketer, how do you help your organization succeed in this new environment?
You may be incorporating marketing automation solutions and the concept of inbound marketing into the marketing mix. But the effectiveness of this approach is limited unless you make content marketing a critical element of your strategy.
In their book Get Content. Get Customers., Joe Pulizzi and Newt Barrett define content marketing as "a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience - with the objective of driving profitable customer action.”
And those marketers who can deliver on this promise stand much to gain. According to recent research by IDG Network, B2B buyers only find relevant content 42% of the time. On the other, 66% of respondents in a recent study by DemandGen Report and Genius.com indicated the “consistent and relevant communication provided by both the sales and marketing organizations was a key influence in choosing that company as their solution provider".
While that may be true, it can be daunting to figure out the steps needed to create and deliver the content your prospects want. On March 24th, I will be presenting practical strategies to help you make the concept of content marketing a reality at the B2B Content Marketing Summit in Newton, MA.
The half-day event will also feature presentations from Derek Edmond of KoMarketing Associates and Patrick Cahill of Rally Point Webinars, in coordination with Dave Crouch of Ten24. Please join us to learn how to:
- Create content that engages prospects and customers throughout the buying cycle
- Market content through SEO and social media
- Reach new prospects through content-rich online events
We look forward to sharing insights and best practices you can put to immediate use. For more information and to register for the event, please check out the Learn24 Web site.
Hope to see you there!
About the author: Stephanie Tilton is a content-marketing consultant who helps B2B companies craft content that nurtures leads and advances the buying cycle. You can follow her on Twitter or read more of her posts on Savvy B2B.