Have you noticed that your competitors are sending out more newsletters these days? Posting more white papers? Increasing their investment in blogs and social media? It’s the rise in the power and influence of content marketing.
According to the Content Marketing Institute, 89% of B2B marketers use content marketing, and according to Curata, 75% of marketers are increasing their budgets for it. Are you one of them?
What exactly is content marketing? It is using content such as newsletters, white papers, video portals, and blogs to increase your website’s visibility with search engines and engage customers or prospects digitally and in print. Timely, relevant information engages the target audience, develops or reinforces brand awareness, and maintains client loyalty.
In a world of print and web templates and stock imagery that, on the surface, creates an environment in which all brands can look the same, content marketing establishes you as the expert in your industry. Content marketing can capture mindshare and create real competitive differentiation.
Content marketing is also profitable. When one provider of security incident and events management (SIEM) wanted to improve its lead generation, for example, it used content to build brand awareness during the early research stage of the buying cycle. It created a library of vendor-neutral information, then used this content as bait to attract potential prospects. The company used the information gathered through content marketing to identify which recipients were interested in which content. Then it used a scoring methodology to determine when prospects were most likely to be ready to buy.
The result? The company improved its qualified lead generation process and boosted revenues by 38%.