{"id":2018,"date":"2012-02-10T13:55:45","date_gmt":"2012-02-10T18:55:45","guid":{"rendered":"http:\/\/www.exomarketing.biz\/\/?p=2018"},"modified":"2021-11-16T08:49:17","modified_gmt":"2021-11-16T13:49:17","slug":"content-marketing-bringing-b2b-prospects-to-the-seller","status":"publish","type":"post","link":"https:\/\/exob2b.com\/en\/content-marketing-bringing-b2b-prospects-to-the-seller\/","title":{"rendered":"Content Marketing: bringing B2B prospects to the seller!"},"content":{"rendered":"

Not only is content marketing an efficient and convenient way to attract and engage prospects, it is becoming the<\/span> reference method used by B2B marketers today.\u00a0 With an impressive growth rate in the past year alone, content marketing is now recognized as an effective marketing strategy dominating the B2B environment. It is so because it adapts to its target audience and is being treated with a more \u201chuman\u201d touch.<\/p>\n

What\u2019s so special about B2B content marketing?<\/h2>\n

So you may be wondering what\u2019s so special about content marketing and why it\u2019s so popular in B2B.\u00a0 Content marketing uses an integrated approach to attract potential buyers.\u00a0 Integrated in the sense that it does not rely on the text of the message alone to meet its objectives: target, inform, influence and engage readers in a buying cycle to then retain and nurture clients and influencers.\u00a0 Content marketing must adapt itself to the reader at the various points of engagement and needs to be relavent at all times. Not only intellectually but also on the \u201chuman\u201d level using techniques which provide warmth and appeal to content. Besides the tone and writing style, elements that help accelerate comprehension of complex content such as infographics, videos, pictures, illustrations, testimonials, excerpts and others help getting one\u2019s message across with warmth and an entertainment value. These tricks of the trade have proven their efficiency not only in B2B but also in everyday learning activities because they have a human touch, an emotional connection at a certain point.<\/p>\n

Trust is an emotion<\/h2>\n

In a virtual world, conveying trust is key in the purchasing decision cycle. It all starts with engaging a prospect with information and building his or her trust towards your organization and its offer, converting into a qualified lead and down the road into a recurring client.\u00a0 Fewer buyers respond to typical outbound marketing techniques. Well thought out and executed content marketing goes beyond traditional outbound methods. It\u2019s an opportunity for B2B inbound lead generation!<\/p>\n

#1 objective for content marketers: lead generation<\/h2>\n

According to a 2011 online<\/a>\u00a0study conducted by Holger Schulze of the B2B Technology Marketing Community, the main factors driving content market specialists were:<\/p>\n