Content marketing is “a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience—and, ultimately, to drive profitable customer action.”
– Content Marketing Institute
Eighty-nine percent of B2B marketers use content marketing, typically allotting about a third of their marketing budget on diversified content marketing efforts. These figures will likely surge in the coming years because content marketing, when done properly, delivers results by providing a constant source of traffic.
A Google Trends report featured on Forbes shows that content marketing has surpassed SEO and pay per click (PPC) in search popularity. PPC, SEO, and social media marketing all rely on good content in order to function—and that’s only possible with a well-planned content marketing strategy.
A well-planned content strategy is crucial, now that search engine algorithms put a greater premium on quality content. This is especially true in the B2B arena, where customers are far more diligent when it comes to doing their research before committing to a purchase.
Content marketing should be strategic.
Content marketing should be done strategically for it to deliver a consistent source of traffic and hot leads. Spray-and-pray, publish-and-forget, and other old-school methods no longer work. This is because today’s customers are already suffering from “content shock” brought about by the exponentially increasing volume of content that surpass our limited human capacity to consume it.
A good content marketing strategy not only aims to put your content “out there;” it should also aim to produce content that has a higher potential to reach and be consumed by your prospective buyers. Effective content marketers, unlike traditional spray-and-pray advertisers, utilize content calendars and know exactly what to publish, when and where.
Content marketing, done right.
At PurplePatch Services LLC, we leverage a “Smart Content” strategy designed to align your marketing content with your customer’s Buyer Journey. We formulate the content strategy to respond to your prospects’ changing content needs as they “snack,” “seek,” and “select” information.
We take pride in delivering informed creativity that helps our customers truly achieve growth by being relevant, sensitive, and inspirational to their markets. Drop us a line If you would like to know how we can help you develop a customized B2B content strategy for your business.