The popularity of Content Marketing has grown dramatically in recent years as more and more companies move away from traditional paid advertising towards Inbound Marketing . Content is the center of success in our Sales Funnel . This helps not only attract users to our website , but also ultimately convert them into customers.
Currently in Europe, 58% of B2B companies have adopted an Inbound Marketing or content marketing strategy , with 42% of B2B companies planning to increase their spending compared to the previous year on Inbound budgeting .
These statistics highlight the changes that are happening in the field of Marketing right now and how content is playing a key role in today's Marketing strategy .
As we anticipate in this same blog, this is a trend in 2014, content marketing will continue to be a key element for marketing departments trying to increase their traffic, leads and sales.
Content Marketing has become the best Digital Marketing technique for marketing managers who want to expand the benefits of this year. 30% rate content marketing as the best investment ahead of Mobile Marketing , Big Data , Personalized Search, CRO and other Digital Marketing techniques that can currently be developed.
The biggest challenge for content marketing is often in the boardroom. The fear of sharing too much knowledge is a threat to content creation.
Most marketers are using internal resources to create their Content Marketing strategy which reflects the growing importance of this strategy. Successful content is created with the audience or target audience in mind of those responsible for the strategy. An internal content creation team can understand each of these elements much better than someone outside the company.
However, there are many B2B companies that internally use inconsistent or lacking value-added content, so leveraging the expertise of external teams around content strategy , content creation and distribution can help us build an internal content team. more successful in the long run.
There are many variables to take into account within Content Marketing that will define whether the development of the strategy will be successful. In order to achieve the right balance, it is essential to have a solid plan and strategy in place based on realistic objectives and a thorough understanding of our business and our audience or Buyer- Person .
This clear definition allows us to know at all times which direction to take and which decisions to apply to make it the most effective and achieve the different KPIs . Without a doubt, one of the most effective variables is to adequately measure the return on investment of your content ( ROI ). This technique is critical to success with content strategy.
When we look at what type of content is generating Leads and customers for sales managers, blogs and articles are clearly the winners with 42% of Leads generated. Other techniques such as the Newsletter or Emailing , generate 38% of the Leads obtained.
This just goes to show that we shouldn't limit our thinking around content to just a few different formats. We should always check which formats work best for our audience and our type of B2B business .
It is extremely important to think beyond the content formats that other companies make and specifically our direct competition. As the number of B2B companies investing in content continues to grow, it will become much more difficult to stand out from the multitude of potential contracting options we offer.
In short, Content Marketing is currently a key piece in our Lead Generation strategy in Inbound Marketing in a B2B environment . Understanding how all types of content can be leveraged for our target audience will give us a unique advantage over our competitors. Said competition plans to increase its investment in Content Marketing by 45% , and we must be prepared with a good strategic plan.
Professional external help in this area can be key to facing future challenges and strategies, defining which steps to implement to offer value to our audience and stand out from our competitors, designing a range of content and formats that help our visitors and future clients to solve doubts and problems to grow your business and your sales opportunities.
