What is content marketing?
As is often the case in marketing, there are also different definitions of content marketing. In short, content marketing involves creating content (such as blogs, videos, e-books and webinars) that is not only relevant but also valuable for a specific target group. It is not your products that are central, but the interests and challenges of this target group.
By sharing the content on your website, social media channels, in mailings etc. you will come to the attention of this specific target group. It provides visibility and B2B content italy phone number library marketing trust in your company. This way you can captivate them, bind them to you and ultimately convert them. Because that is ultimately what we all want: to attract and retain customers.
Content marketing starts with captivating. Don’t expect to understanding inventory management generate leads right away or sell something to people who don’t know you yet. That’s the last step, not the first. First bring value, create awareness and build trust. Only then does conversion follow.
Lead generation through content marketing B2B content marketing
The pandemic has allowed content marketing to show its value. Suddenly there were no more physical events and as a B2B marketer you also had to be distinctive online. Content marketing became more important than ever to reach your target group and generate leads.
That content marketing has gained ground is also reflected in the figures of our annual lead generation benchmark study among ICT marketers. In 2021, 56% of B2B marketers used content marketing for lead generation . In 2022, that will be almost 64%.
Trend 1: Personalization B2B content marketing
A Folloze study found that 77% of B2B Sales and Marketing professionals believe that personalization builds better customer relationships. In addition, more than half (55%) say it can deliver higher conversion rates and growth. Personalization also comes up in our own research. Nearly 29% of B2B Marketers see this as an important lead generation trend for 2022. However, in practice, it turns out to search engine optimization mails be difficult to set up personalization properly. You need technology and data for it; two stumbling blocks in many organizations.
