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How To Use Content Marketing To Find New B2b Customers
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When trying to find new customers it can be difficult to decide where to start with a B2B content marketing campaign. Results of a recent survey show what divides an effective campaign from the rest.

Content (pull) marketing is not new, it simply involves delivering useful, relevant information to customers and prospects to aid their decision making process, to stay front of mind and to build credibility. The old push marketing process assumed the customer or prospect waited for the supplier to inform them about products or services. Now prospects and customers in B2B marketplace collect the information they need from a variety of sources (mainly online) and are more and more resistant to the push approach.

In a survey conducted by Content Marketing Institute of 1,416 small (10-99 employee) businesses involved in B2B markets the following characteristics of the most effective B2B small business marketers were identified:

• They allocate a greater proportion of their marketing budget to pull (content) marketing than push

• They use a variety of content marketing tactics.

• They use a variety of social media channels to deliver content.

• They target content on specific target prospect profiles.

• They are adept at producing engaging content in sufficient quantity.

The survey identified over 25 different content marketing tactics the most popular of which were social media (other than blogs), Articles (both on and off website), blogs, E-Newsletters, in person events (seminars) and videos. In person events, case studies and blogs were rated as the most effective. Not surprisingly the most effective social media channels were rated as Linkedin followed by Twitter, then Facebook and, some way behind, Google+.

Over 60% of those surveyed profiled their target prospects and prepared content to match their requirements. The main challenges in content marketing were identified as producing enough content, producing the type of content that engages and producing a variety of content. To address these content issues almost 40% of respondents reported that they outsource part of their content creation.

In summary therefore to find new B2B customers using content (pull) marketing it is important to profile the target prospect, prepare content to engage those prospects, focus on the most popular tactics and deliver using the most effective channels. The survey shows using a variety of content marketing tactics and channels improves the chances of success. The challenges associated with preparing sufficient high quality, engaging content and profiling prospects may be overcome by using content marketing services for at least part of the process.


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