Shifting B2B marketing strategies
Things don’t stay the same for long, and that’s certainly the case in marketing strategies. We’ve seen this time and again, from the traditional newspaper and magazine buys, to the early days of radio and television, to online ads, to search marketing and social media – marketing strategies are constantly in a state of flux, always shifting and adapting with the times.
We’re seeing another shift now with the advent of content marketing. I recently read an article on MarketingProfs.com on this shift. Clearly, the focal point of the article is that content marketing is making big moves in B2B plans. About 82 percent of B2B marketers are focusing on content marketing programs to engage customers and drive sales. This percentage is even higher than search marketing tactics which 70 percent of marketers reported using.
The term “content marketing” is referring to marketers promoting content that is beneficial and informational to its audiences and customers. We are in the age of having readily available information on any topic of interest with the click-of-a-button. In the recent past, marketers knew they needed to be present at the end of online users’ search queries. The bar of expectation has now been raised – not only does a marketer need to be present, but they need to be useful.
Businesses are clamoring for the opportunity to be seen first and be seen as the ultimate resource/experts for information in their respective industries and lines of products. This is what content marketing is all about. Luckily for many (most, hopefully) companies, educating customers and prospects on why your products are desirable and how they work has always been part of your “M.O.” Now, it’s just a matter of surfacing it in the online realm.