Create content to drive sales leads
Enhancing corporate reputation and creating brand awareness are often the goals for content marketing, but companies are finding that having quality content drives in quality sales leads, according to a report published by eMarketer.
“Informative, nonpromotional content in the form of white papers, webinars, videos, peer recommendations on social networks, blogs and forums can attract prospects,” said eMarketer’s Lauren Fisher, author of the new report, “B2B Lead Generation: Using Content to Acquire Customers.” “It can also be used to build and maintain ongoing relationships with potential buyers—a must for remaining top of mind throughout the purchase process.”
Quality content can help feed B2B sales funnel—according to data from Focus Research. Blogs, webinars, white paper and video have been found to be more effective in for B2B than B2C.
“Online content is the fuel for the new B2B marketing lead generation engine,” said Fisher. “In creating informational, educational and actionable content marketers can effectively lure early-stage buyers into their sales pipeline.
“By mixing this content with comparative, company-specific and interactive content—and regularly sharing it via email or e-newsletters—marketers can build relationships designed to nurture prospects throughout the sales funnel,” she continued.