There’s more to B2B content marketing than just publishing a white paper and watching the sales leads roll in.
At Econsultancy’s recent Digital Outlook 2015 event in Singapore two industry experts – Anol Bhattacharya, CEO of GetIT Comms and Vaasu S. Gavarasana, Head of Digital Marketing at AXA – offered some great insight into how B2B companies can improve their content marketing.
Content is the linchpin
The first key point that both Anol and Vaasu brought up is that content is the linchpin of B2B marketing.
That is, if you are going to use marketing tactics to grab attention, then you need to have quality content available once you get it.
The content can then be used for many things like lead nurturing, marketing automation, and sales intelligence. And the analytics on the engagement – clicks, likes, shares, and viewing time – can also let you know what you should do more of.
Finally, Anol added, 80% of the buying decision is now made before the customer contacts you – so good content will deliver better results.
But how do you get consistently good content? By doing ‘real’ content marketing.
B2B content marketing: Expert advice from Digital Outlook 2015
