B2B content marketing can be a powerful way to generate new leads, but brands have to pinpoint content types that add value to sales props.

​B2B content marketing can be a powerful way to generate new leads, but many executives are hesitant about content creation because prospects are often too early in the purchase process to convert on the spot. This requires brands to coordinate campaigns and push consumers through the funnel by pinpointing content types that add value to sales props. For a high percentage of B2Bs, this is where content marketing gets hard. Which media types help achieve the right goals for a given business?

According to a Business.com report, white papers and sponsored email content help attract top-of-funnel leads more than any other type of content. Approximately 50 percent of surveyed B2B professionals said white papers are “valuable” or “extremely valuable” for lead generation, and 38 percent credited sponsored email marketing campaigns with being equally as important for sales. Other useful strategies include unique video content and webinars.

Data reported by Business.com coorelates with new research published by the American Business Media (ABM). According to the source, B2B marketing budgets increased 29 percent between 2012 and 2013, with almost 50 percent of brands expecting to further increase their marketing spend moving into 2014. Some areas ABM found to be of high priority for B2Bs were search engine marketing (45 percent), mobile advertising (43 percent) and white paper marketing (41 percent).

As more brands invest and experiment with digital marketing, creative teams must develop their skills to accurately analyze content analytics. The claim that content marketing only reaches top-of-funnel leads is unfounded. Marketers who feel their efforts only graze the surface don’t fully understand their customers’ needs. Start by evaluating web trends and using analytics to uncover patterns, then speak in a language the average buyer understands. Always remember content is about storytelling and relating to an audience, not direct sales. The value you communication and worth of your product or services should be held responsible for supporting your bottom line.

Ted Karczewski is an Executive Communications Associate at Brafton. He works to develop his own voice and apply his passions to the evolving world of SEO and content marketing, but he doesn't shy away from writing for fun. After graduating from Suffolk University, Ted used his Communications degree to test out Sports Journalism before Marketing at Brafton.