All the marketing buzz seems to be about content marketing both in B2C markets and B2B. This article discusses the advantages of content marketing and suggests it may be best to utilize external B2B marketing support instead of using an in house approach
So why is content marketing so important? The main reason is the change in the B2B buying process over the past 10 years or so. In the past, the decision-making team in a B2B target customer would often source the information they needed directly from the salesperson, perhaps from hard copy material or (to a point) via the internet.
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The process has now changed and large amounts of internet-based research are undertaken before any engagement with a supplier (particularly a new supplier).
Of secondary importance, but still vital to any business using its website as an information hub is the importance of quality content to SEO. Google, in particular, and the other main search engines now focus more on quality content and how that content is shared and engaged with than ever before.
Several major Google algorithm changes during 2012 changed the game significantly – resulting in all the buzz about content.
The difficulties faced by many businesses trying to incorporate content into their B2B marketing strategy are:
- Deciding what content to deliver
- Where can that content be found
- What form does the content need to be in and who will write it
- What is the best way to ensure content will be read
- How will content be delivered and who will do the work