Strategic planning in B2B online marketing is not yet widespread. However, the lack of knowledge about the people who influence purchasing decisions in the Trends/Challenges in B2B decision-making process makes this increasingly necessary. Content marketing is the biggest trend in the B2B sector in recent years ( see also Trends 2011 ) and is increasingly changing the way in which B2B decision-makers are communicated with.
Content marketing is still the driving force in Trends/Challenges in B2B online marketing. In my opinion, content marketing in the narrowest sense is the development and marketing of content that creates clear added value for users and contributes directly (white papers, case studies, tools, newsletters, etc.) to lead generation. In the broader sense, content marketing means any content (website texts, videos, specialist articles, etc.) that also indirectly leads to lead generation.
Goals and content of content marketing
In 2013, 78% of B2B marketers (USA) produced vnpay database more content than in the previous year. This was the result of a survey by the Content Marketing Institute among Trends/Challenges in B2B marketers in North America. The most important content is articles, email newsletters, blog posts, case studies and videos. As in previous years, the most important goals of content marketing are increasing brand awareness, lead generation influence of google hummingbird on seo in b2b and customer acquisition. However, in order to achieve these goals, many B2B marketers find it difficult to produce suitable and varied content.
Central challenge in B2B online marketing
In my opinion, the biggest challenge for “all” Trends/Challenges in B2B marketers in online marketing is still the correct way to address the people who influence the purchase during the various phases of the buying process on the appropriate channels with the content and messages that are relevant to them.
Phil Branon also confirms this in an italy numbers interview with Business.com on the topics of customer journey, content marketing and marketing automation. Lead generation, says Phil Branon, is so important for B2Bs because it is a measurable indicator for marketing investments and directly supports sales.