Content marketing is one of the hottest B2B marketing developments. That’s because marketers are discovering how important it is to use compelling content to educate and entertain their target audience. People want answers and they want them now. At the very least, they are looking to understand issues and possible solutions that are important to them today. It’s no surprise that 23% of marketers are investing in blogging and social media in 2013—a 9% increase from 2012 (according to HubSpot).
Benefits of Content Marketing
Content marketing is less expensive. A recent study by HubSpot revealed that the average cost of a lead generated by inbound marketing techniques (those driven by content marketing) was 60% less ($134 vs. $332) than leads generated from more traditional, outbound marketing tactics.
It enhances search indexing potential. Every piece of content on your site is another chance to be indexed by search engines.
Content marketing shorten your sales cycles. Once someone subscribes to your list, you’ll want to keep sending them relevant content to move them along the sales cycle. For example, showing leads case studies can help them envision themselves in the role of your happy customer and eliminate some of their concerns about working with you.
Content marketing helps make you the industry leader. When you provide your community with advice on how to solve one of their most pressing problems, they’ll see you as a helpful resource. Over time, they’ll associate you with the answer to their problem. This can help you build credibility, land speaking gigs and attract customers.
Content marketing allows you to nurture your prospects. Having useful content on your site helps visitors through the buying process. The more they rely on your firm as a source for education, the more they will grow to trust you and turn to you when they need services.
Content marketing assures better understanding of your brand’s messaging. A thought-provoking, topic-specific, piece of content, can offer the perfect extension to a messaging guide. It’s more likely to be read, more likely to be shared, and therefore more likely to be digested and understood.