MediaPost published an interesting study by the CMO Council this week on the types of content that resonates best with B2B companies, in terms of value and trust.
Not surprisingly, whitepapers top the list. However, an important distinction is made for whitepapers sourced from professional associations, which account for 67% of the mindshare.
Here’s the breakdown of content types, and how much they’re valued among B2B buyers:
The key takeaway from the above is how much of a role content plays in B2B companies’ purchase decisions. B2B companies are looking for trustworthy content that helps them address market challenges and serve customers better-not content that’s overly salespitchy and promotional.
In general, content marketing plays a critical role in the sales process, from acquiring new leads all the way to closing the sale and beyond (customer retention, and helping to generate new revenue through upsells).
If you’re a B2B company and your content marketing strategy doesn’t address the needs of your audience, they’ll probably look elsewhere! We offer a Blog & Content audit that can help determine the effectiveness of your content, as well as identify new lead generation opportunities.
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