A report from Alinean found that content can be an effective method of informing potential prospects of a business' value.

As businesses become increasingly discerning before purchasing new products and services, B2B marketers must focus on demonstrating value to persuade prospects to convert, a new report from Alinean suggests.

According to the study, modern business decision makers are increasingly skeptical of any product’s ability to improve their company. Overcoming this hesitance can be difficult, but the creation of original content that focuses on industry trends more than promotion will help eliminate these concerns.

Alinean points to white papers, research and news content marketing created by professional content writers, whether in house or outsourced, as an easy way to achieve this.

Aside from filling a website with relevant articles, content marketing campaigns help populate a website with more web pages that can be indexed by search crawlers. Both of these are positives in the current web marketing landscape, where improved search standing can be the most critical element in improving sales as search becomes a premier method of research for enterprise decision makers.

Brafton reported on Tuesday that 71 percent of purchase decisions begin with research conducted on search.

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.