During November and December, it’s time for consumer-facing brands to shine. It’s the annual holiday sales push when customers are making major purchase decisions, and businesses across industries are competing to get in front of them.
However, this isn’t just an important time for B2Cs – it’s also when most B2B buyers are dividing up their budgets and making deals for the start of the new year. And most of their research is taking place on the web.
Around 94 percent of B2B buyers research online for purchase decisions, according to research from the Acquity Group. The fact is that decision makers aren’t just going off of reviews from their peers or drawing business cards from their Rolodexes, they’re seeking objective research and considering all the options before making an informed decision.
This is why the majority of B2B companies have already made content marketing a top priority this year. They know that blog content, infographics and white papers can help them educate prospective buyers throughout the vetting process, so they’re equally prepared with information for leads who just realized they have an unfilled need and qualified prospects ready to buy.
It becomes even more important to have an archive of content at the end of the year when budgets are fluid, and decision makers are looking for solutions to start Q1 on the strongest note.
Here’s a guide that can help you start to map out what kind of content you should be distributing across channels to reach your target audience this holiday season:
