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 marketing services
Interested in generating more leads?
Then drop us a line. Let’s discuss how we can help you use content more effectively to drive new business.
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