Content Marketing Effective In Building B2b Brand Awareness

When it comes to promoting brand awareness, recent studies suggest more firms are putting their time and money into content marketing

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Ninety percent of B2B marketing agencies use content for promoting their brands, according to a multi-partner study by the Business Marketing Association (BMA), MarketingProfs, American Business Media (ABM) and Junta42.

Content from these companies is being delivered through numerous Internet channels. Social media outlets such as Facebook and Twitter are proving to be valuable tools in providing brand exposure for B2B marketing firms.

Firms participating in the multi-partner study estimate more than 25 percent of their budget expenditures currently go toward creating content; with about 50 percent relying on a combination of in-house and outsourced content. Roughly half of these companies plan on investing more resources toward developing copy in 2011.

Despite projected increased spending, delivering quality content that is timely and relevant to target audiences is perhaps the biggest challenge facing B2B marketing firms. It is also the prime factor in turning prospective leads into customers, according to a comScore study. Delivering thoughtful, analytic content on current events or trends from an industry insider perspective is an excellent method of drawing reader interest.

Articles on unemployment benefits, Gulf recovery jobs and the egg recall lead the list of the ten most valuable topics for news publishers, according to Perfect Market's Vault Index Summer 2010. Based on per page view advertising revenue of content on news sites, all of the topics appearing on the list were hard-news related. For marketers, the research confirms the value of creating content that ties in with current events or trends.

In addition to quality, several firms also struggle with content quantity. A study by content marketing firm HiveFire found 44 percent of respondents don't have an industry blog. Of those firms with blogs, only 10 percent create new content on a daily basis. In contrast, 75 percent of B2B firms with a strong search engine presence believe visitors come to their website primarily for their content.

Diversify your media toolbox

Quality content usually consists of more than just words. Video views per user on the Internet has risen 80 percent this year compared to 2009, according to a comScore marketing research survey. With video viewing quickly emerging as an Internet pastime, it only makes sense to take a multimedia approach when developing a content strategy plan. A flip cam and video editing software is all that is needed to post videos on your website.

Additionally, screen capture applications allow B2B firms to enhance content such as blog posts where a graphic aide might assist in explaining a more technical topic.

Producing timely and relevant content is vital in engaging the interest of your target audience. Quality content will also drive up customer conversion rates, generate more visitors to your website and boost B2B SEO rankings.

by: Rhonda Ryerson

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