Content is the key component of marketing communications, from web pages, to email, to PR and social media. And content marketing has been found to generate three times as many leads compared to traditional outbound marketing, while costing 60% less.
Content Marketing encompasses the planning, targeting, creation, publication, promotion and maintenance of material that meets the needs and wants of your customers while eliciting the actions you seek.
More than 70% of B2B marketers use content marketing to generate leads. Your content marketing strategy, therefore, must ensure you stand out from the crowd and capture your customers’ attention.
Gaining this attention is achieved by tailoring your activity and content towards achieving your business objectives and meeting your customers’ needs.
The secret to success is, not only to have really good content – including blog posts, web articles, whitepapers, infographics, leaflets and newsletters – but also to carefully and creatively manage the full content cycle on an on-going basis.
Your content marketing will then build customer trust, satisfaction and engagement, leading to increased business and ROI.
How to engage with customers and win more business
The majority of B2B buyers* rely on content to research their buying decisions, according to research, yet 87%** of B2B marketers say they struggle to produce content that engages.
This imbalance means a significant amount of opportunities are being lost.
Sources: *2016 Demand Gen Report. **Forrester.
Elisa Live is a division of Elisa, a large Finnish telecoms corporation that develop and build wireless IP cameras. Elisa contacted Cognition because their sales volumes were low, their sales and marketing strategy was non-existent and they had no idea how to approach the UK market.