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Why should you be a content crazy company?

Content marketing for a B2B business translates into lead generation, increased website traffic, improved search engine rankings, and advocacy; among other benefits.
B2B buyers are extensively seeking information online to make purchases and traditional marketing is losing its relevance. The content needs of the researchers, influencers and decision-makers vary and a B2B marketer should be well prepared to map a variety of content to the needs of these critical audience at various stages of the buying cycle.

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Why should you be a content crazy company?

  1. 1. Why should B2B companies be Content Crazy? A PRESENTATION BY
  2. 2. By 2020, customers will manage 85% of their relationships with an enterprise without interacting with a human. Are you ready? 2
  3. 3. Test you readiness in the changing B2B Content Marketing scenario 1. Do you have a content calendar for the coming year? Yes / No What's your score? 7. Do you have an annual budget for content creation and content marketing? 2. Do you actively manage your website and blogs? 3. Is your website mobile friendly? 4. Do you have a Social media presence? 5. Does your company use videos to explain products and services? 6. Do you have a dedicated content marketing resource/team? 3
  4. 4. Have you got some No’s? You could be behind the times! 4
  6. 6. 90% B2Bbuyers say when they are ready to buy, “they’ll find you.” 81% of B2B purchase cycles startwith web search B2B Buyers Looking for product first. Not for you. 70% B2Bbuyers say they prefer getting to know a company via articles rather than ads 6
  7. 7. 44% Researchedcompany products using smartphones or tablets 85% B2B buyers believe companies should present information via social networks 68% B2B buyers now purchase goods online, up from 57% as per the 2013 State of B2B Procurement study, Acquity Group B2B Buyers 7
  8. 8. 98% say content marketing is core to their marketing strategy B2B Marketers 95% identify website as the most leveraged content channel 54% more leads are generated by inbound marketing than traditional outbound marketing 8
  9. 9. 78% identify videos as the most leveraged content type 73% of B2B content marketers are producing more content than they did a year ago 41% of marketers confirm marketing content’s positive ROI 83% marketers have the objective of generating leads through content marketing B2B Marketers 9
  10. 10. B2B researchers mostly start with a “generic” search and conduct average 12 searches before engaging with a brand’s site Did you know? Is your company on the top of search pages? Do you have content to address the needs of all the employees who can influence buy decisions? Non C-suite employees heavily influence purchase decisions 10
  11. 11. By 2017, online video will make up nearly 70% of consumer Internet traffic. Videos on landing pages increase conversions by 86% Is your website mobile friendly? How many online videos do you have? 91% growth in B2B buyers using smartphones throughout buying cycleDid you know? 11
  12. 12. Uses of Content Marketing for B2B Businesses 12
  13. 13. Reach target audience effectively Generate leads Increase website traffic Improve search engine rankings Lower advertising costs Increase brand awareness Thought leadershipCustomer engagement to build loyalty and advocacy Content Marketing Value 13
  14. 14. Align content with the buyers’ interests, role, industry and place in the buying cycle Individual customization, 1-to-1 conversations and many-to-one collaboration Influence purchase decisions by nurturing the prospects Passionate subscribers – create a group of passionate subscribers who will evangelize the brand Customer upsell – create engagement for other products and services Content Marketing Value… Contd. 14
  15. 15. Need recognition Research Evaluate Purchase The Buying Cycle Blogs, Social Media, webinars, educational videos, website, articles Research reports, case studies, website, newsletters, trade publications, online communities, white papers, webinars, events Testimonials, podcasts, seminars, blogs, website, demos, online communities Websites, Online catalogues, Buyer’s Guide Content is Required through the B2B Buying Cycle 15
  16. 16. 16
  17. 17. Sources: Target Marketing 2014 B2B Content Marketing Trends – North America: Content Marketing Institute/MarketingProfs Earnest Agency Social Fresh Iconsive State of B2B Content Marketing 2015, Regalix Research The Changing Face of B2B Marketing, thinkwithgoogle Cisco Visual Networking Index: Forecast and Methodology, 2014-2019 White Paper NewsCred 17
  18. 18. 18