Over the past few years, the amount of marketing content out there has exploded. With more channels and fewer barriers, B2B marketers have countless ways to spread their message. Today’s challenge isn’t how to reach buyers. It’s how to do it right. According to Demand Gen Report, 61% of B2B buyers choose vendors who deliver the right mix of content for each stage of the buy cycle. Buyers want targeted, helpful marketing content throughout their journey — and they’ll go with the company that delivers.
So what makes successful content marketing? Focus, for one thing: right message, right buyer, right time. Insight, for another: letting buyers’ needs guide your content creation and graphic design. As for your marketing mix, inbound methods like video, interactive content and thought leadership can all play a role, along with outbound methods like email and advertising. When you bring all this together, you’ll have engaging marketing assets that convert buyers and leave the competition behind.