We really don’t think about content marketing as being part of our funnel. It’s part of our mission. —Rand Fishkin, co-founder, Moz
B2C marketers can’t have all the fun. Sure, they can get an SNL star to spoof Fifty Shades of Grey like Audi did, or create a blockbuster movie entirely about their product like LEGO. But just because B2B technology marketers aren’t selling something as sexy as a new car doesn’t mean they can’t engage their audiences in equally exciting ways.
Aside from their products, companies in the tech and enterprise industries have something that their consumers will always want: information. And one of the best ways for brands to deliver that information is through content marketing. It’s much easier to grab people’s attention with a helpful video or infographic than a dry press release.
According to the Content Marketing Institute study “B2B Content Marketing: 2015 Benchmarks, Budgets, and Trends—North America,” 86 percent of B2B marketers use content marketing, but only 38 percent believe their efforts are effective. Still, 70 percent say they are creating more content than they were last year, and 55 percent plan to increase their content marketing spend in 2015.
For B2B companies to succeed as publishers, a few crucial questions have to be answered: What will they spend that budget on? How will they use it to create more effective content campaigns? And what types of content will marketers produce in an attempt to engage consumers?
In this e-book, we’ll dive into popular B2B marketing trends that have emerged in the B2B tech industry. We’ll also look at brands—HubSpot, GE, Buffer, and SAP—whose impressive campaigns offer models for those looking to pack a punch. As we’ll cover in greater detail below, these leading brands are showing others that they don’t need to sell a shiny car in order to create high-quality marketing campaigns.
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