According to the research, lead generation and conversion are marketers’ two greatest priorities moving forward. Content marketing has become an ideal strategy for businesses because they can draw greater attention to their brand and increase web presence by sharing a single piece of content across multiple media.
While businesses have always produced marketing material to increase prospects and conversion, the type of content best suited for these goals is changing. In B2B Lead Generation: Using Content to Acquire Customers, eMarketer’s Lauren Fisher suggests that frequently updated, timely content (in the style of news content marketing) is an ideal method for reaching new prospects.
“Informative, nonpromotional content in the form of webinars, white papers, videos, blogs and peer recommendations on social networks and forums can attract prospects,” said Fisher.
Rather than overtly promotional material, original content aimed at informing and calling a prospect to action is more useful on several fronts. The information itself will improve customer knowledge and demonstrate the company’s position as a thought leader. Web presence will also improve as a well-developed keyword strategy improves SERP standing.
Brafton recently reported that content marketing is becoming mainstream, with more than 80 percent of companies planning to implement it moving forward. An additional report from Brafton said that producing original content has been difficult for some, providing the impetus for 72 percent of businesses to hire editorial and creative professionals.