Elaine Fogel

B2B content marketing

Businesswoman using tablet outdoorsIf you’re marketing to businesses (B2B) using content marketing, I’ll bet you’d like to learn how to get prospective and existing buyers to share your content.

According to the recently released, 2015 Content Preferences Survey from Demand Gen Report, buyers are using several channels, but two stand out far above the rest.

But, first, let’s look at some B2B content trends from the survey:

  • About two thirds (67%) rely more on content to research and make purchasing decisions than they did a year ago.
  • As buyers view more content, they want it to be easily digestible, such as packages of related content that they can refer to as they progress through the buying cycle.

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b2bcustomer-focusHow much of your business-to-business (B2B) content marketing focuses on your company? If it’s a lot, you may want to change direction!

Different studies by the Economist Group and Peppercomm and Corporate Visions show that almost 1 in 3 B2B marketers says his/her content is company-focused, not customer-centric. They add that B2B content fails to change business executives’ perceptions by too closely resembling a sales pitch. And, that’s not what people want to read.

B2B marketers are more frequently referencing their products and services and experts’ points-of-view in their content than curated research and insights, which may offer a broader view of the industry that’s more in line with what executives reportedly want when making decisions.”

The best approach is to treat B2B marketing similarly to B2C - with customer-centricity. Here’s how to flip things around… Continue reading

content-marketingSo, content marketing is all the rage. I use it. A lot of marketers are using it. And, a lot of small businesses and nonprofits are using it, too. But,… is it working?

A new report from OneSpot and 614 Group (reported by MarketingCharts), a majority of respondents indicate that their organizations are either underperforming (56%) or not performing well at all (10%) when it comes to content marketing’s business results. That comes to 66% who aren’t seeing the results they’d like.

For B2B (business-to-business) marketing, the top focus for content marketing is lead generation. For B2C (business-to-consumer), brand engagement is the objective.

So, what’s working?

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