An eMarketer study (B2B Content Marketing 2018: As Usage Nears Saturation, Still Lots of Room for Improvement) has revealed that 87% of US B2B companies are going to use digital content marketing in 2018. According to eMarketer, creating quality content focused on the audience across all funnel stages is a major goal for B2Bs in 2018. The eMarketer team says, “The most successful content should be integrated across all B2B marketing, advertising and sales initiatives. B2B marketers shouldn’t think of content as a separate entity to bring an audience to. Rather, it should be woven through... [...]

B2B content marketing is growing steadily and so does the investment in it. But still it need to be fueled for further growth. According to a Forrester Research study, 43% of marketers in North America and 69% of marketers in Europe create four or fewer content  assets from a single cornerstone study. Based on this Forrester’s Daniel Klein has offered advice on growing the B2B content marketing investments. Klein says, “Activating your cornerstone content using a range of formats that align with how your prospects want to consume it and how your organization can deliver it greatly... [...]

Ginny Marvin says, “While content marketing has turned into one of the most widely embraced B2B approaches in recent years, its effects can take a while to become evident. Building up a strategy and applying it consistently take time and effort. Creating meaningful and useful content and distributing it efficiently are just one side of the coin. Making the most of this marketing strategy requires digging deep into the ways you can attract and retain your customers. This year, it’s all about understanding the mechanisms through which you can meaningfully influence people. What can you experiment... [...]

Alexander Kesler says, “While content marketing has turned into one of the most widely embraced B2B approaches in recent years, its effects can take a while to become evident. Building up a strategy and applying it consistently take time and effort. Creating meaningful and useful content and distributing it efficiently are just one side of the coin. Making the most of this marketing strategy requires digging deep into the ways you can attract and retain your customers. This year, it’s all about understanding the mechanisms through which you can meaningfully influence people. What can you... [...]