According to this infographic from Openview Labs, content marketing is on the rise among B2B marketers:
- 91% of B2B marketers use content marketing
- 44% of B2B content marketers have a documented content strategy
- 55% plan to increase spending on content marketing in the coming year
- 72% think branded content is more effective than magazine advertisements, and 69% say it’s better than direct mail and PR
Why is content so powerful when it comes to lead generation? One reason is that people do more than simply read or view content passively. Bank customers use content to make purchasing decisions, and they tend to access and engage with content in various forms when they are thinking about and researching a purchase. For these reasons, it is crucial to deliver content via a platform that drives interaction and engagement.
A 2014 report from Demand Gen revealed that B2B purchasers are using visual content when making buying decisions, including White Papers (78%), Case Studies (73%), Webinars (73%), eBooks (58%), Videos (58%), Blog Posts (56%) and Infographics (52%). Statistics also show that 47% of industry-specific content pieces are shared, pointing to the fact that delivering content on a social media or mobile platform can take a message even further.
Whether content is accessed on a computer, tablet, or smartphone, can become a strong part of an inbound marketing strategy. People today are web- and mobile-savvy, with shorter attention spans and discerning tastes. They expect content that they can watch, listen to, read, and interact with, and if that content platform comes with a person with whom they can connect immediately for answers and more information or to purchase a product, even better. Consumers access content on many different channels frequently throughout their daily lives and in the midst of their everyday transactions. Having the content ready to deliver can help translate those interactions into sales.