Why content is important in the B2B buyer journey
67% of the IT buyer’s journey is now done digitally
70% of the B2B buying cycle is completed before the prospect reaches out to sales
17 pieces of content for IT decision makers to inform purchase decisions
4 downloaded assets to put a brand on the shortlist
46% of content marketers don’t have time to create the content they need
60% of content markers say engaging storytelling is the key to effective content marketing
Competition is fierce
Even if you operate in a niche, your audience is constantly bombarded with information and you are in competition for those eyeballs. Consider this blogging statistic: every month there are 70 million articles published on WordPress. Your content needs to stand out by being well-written, engaging, on-message and delivered through the right channels.
You lack time and resources
You need to put an increasing amount of effort into being noticed. Companies that published 400 blog posts in 2018 got over three times more leads than companies that published between less than 100 blog posts. And don’t think you can get away with a quick post: 20% of blogs posts are now over 2000 words. You need a dedicated writing team to help you coax stories out of your experts and publish consistently.
Content is not relevant enough
Your content is neither planned nor hitting the mark. Some 45% of B2B businesses say their content is create on an ad-hoc basis, 60% don’t have a content marketing plan (CMI). When content is created, it is on the notion of a target audience and it misses the mark. Instead, use data to get insight into what your audience are searching for, what they share on social media and the best engagement levels on your own site.
Understanding the customer journey
To attract prospects and close deals you need to provide content across the entire customer journey. In B2B, the journey can be broadly split into three phases: awareness, consideration, decision. We help you match messages and medium to each stage of the buyer journey. This will help you move from drip campaigns to true lead nurturing.
Our content services
We can help you create an effective and sustainable content strategy that nurtures B2B customers through their buyer journey.
From whitepapers to videos, our journalism heritage ensures that whatever medium we are working in, there is always a compelling story.
Our creative team designs ebooks, infographics, videos, animations, presentations and web sites – always on brand and with minimal fuss.
To ensure you have a joined-up campaign, we orchestrate PPC, SEO, ABM, social selling and digital PR with our best-of-breed partners.
ARE YOU IN THE CONTENT DOLDRUMS?
We can help you find your way out
Some Of Our Latest Work
Canonical: software-defined radio whitepaper
Canonical and Lime Micro, developers of telco-in-a-box, wanted help creating a whitepaper looking at the impact of...
Canonical: StuckStack ebook and PPC
Canonical, the company behind the open-source Ubuntu platform wanted an ebook and PPC campaign addressing the cloud...
A walk around a smart port: infographic and poster
Technology is rapidly making inroads into the maritime sector and ports, with the widespread deployment of...
Orange: SD-WAN campaign
Futurity Media worked with Orange Business Services to develop a series of content assets for its SD-WAN campaign. We...
Get in touch
37B Seaford Road, Enfield, EN1 1NS
Telephone (UK): +44 (0)20 3161 3995
Email: [email protected]