At present, discussing B2B Marketing, the question isn’t whether it’s a practical marketing approach. Rather; it’s what must be done in 2018 to make it more suitable and how content marketing for B2B must change in the face of adjusted buyer expectations and keen competition.
Here are DSIM’s most loved findings, in addition to analysis on what we think they mean for the future of B2B content marketing:
1) Publishing own research
Studies say that 50 percent of B2B marketers share this belief that research reports produce leads with the highest customer conversion rates, compared to other forms of content marketing.
Conducting wide-ranging and special media marketing research isn’t an alternative, it’s a need and it should be the underlying stage of product creation.
2) Seeking Content Downloads
Leads with high conversion rates start with a content download.
It has been discovered that the two-thirds of B2B content marketers believe in this situation. You can compare this to webinar registration (42 percent) and demo request (31 percent) in the below-given image.
Gating your content works as when your marketing materials are left open and effortlessly accessible, it brings business contact information in exchange.
3) Credibility of the information matters
A study by Content Marketing Institute and SmartBrief says that when looking for data in regards to potential products and services in a B2B situation, forthcoming purchasers aren’t too worried about where that data comes from.
40 percent of respondents say the source of the data doesn’t make a difference, as long as it is credible.
31 percent say they prefer the info to be fair.
Curiously, 24 percent favor the data to come from the company or manufacturer that they are considering.
Individuals are searching for sound information wherever they can find it.
Vendors should make certain that their websites are up-to-date, and furthermore set aside the opportunity to analyze how their image is introduced in all channels.
4) Prioritizing content for retention
There is a requirement for content to be made and targeted openly at all stages of the funnel, including post-purchase. Here, B2B content marketers need to spend their resources suitably and must prioritize content for retention.
5) Thinking of quality, not quantity
Changes to customer outlook have extremely increased competition and social media and search engine algorithm shifts have, in mix, brought about a new content marketing world. Presently, making the authoritative piece on a picky topic is an obviously better thought than making a bunch of okay content executions across a broader topical spread.
6) Favoring multi-sensory Content Marketing
Changing consumer content consumption patterns have made written content less popular, as it got powered partially by the shift to mobile and the ability to stream video just about everywhere. This has worked in favor of multi-sensory executions like videos and interactive white papers and the like.
Companies now have begun powering B2B video and interactive content to increase reach and conversions.