A report from DemandGen suggests that companies using content marketing are more successful in generating qualified B2B leads.

A study from the DemandGen Report suggests that B2B companies can target new prospects with engaging and relevant content. At times, it can be difficult for companies to create this content effectively; however recent data demonstrates custom content marketing is quickly becoming a competitive necessity.

DemandGen found that 90 percent of purchase decisions by B2B buyers begin with exposure to content marketing material. These professionals are bombarded with promotional information constantly. Creating original content that demonstrates the value of a product or service can be as compelling as any sales pitch.

Moreover, using timely information and supporting content to guide a prospect through the conversion funnel is especially effective, according to DemandGen.

The report also says that 40 percent of B2B buyers said they first learned of a company’s products or services by downloading content from their site. This demonstrates the value of white paper marketing or other publishing other researched content that plays on the strengths of a company’s products.

Brafton recently highlighted a report from HubSpot, which found that one-quarter of businesses using content marketing have found it to be a necessity. These organizations often see greater web leads and conversions from qualified prospects looking for good information.

Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.