Almost nine in ten B2B enterprises will leverage the power of digital content marketing in 2018 in order to drive engagement across all funnel stages, according to a new report published by eMarketer.
The study found that 87% of US companies in the business-to-business sector will use content this year. However, the vast majority won’t simply be creating and sharing as there has been a shift to a more mature approach, which aims to either inform, educate or entertain at every stage of the client or customer journey to improve results and ROI.
The number of B2B enterprises using digital has risen steadily during the last four years and is forecast to increase yet again in 2019 as the importance of publishing high-quality editorial content and web copy becomes even more central to the success of digital marketing and other core processes.
Thought leadership and the ability to serve up relevant information for buyers to self-educate during the path from point of discovery to purchase are just a couple of reasons why B2B leadership teams continue to invest more money into content programs.
The report also noted that brands are having to do more to stand out in a saturated landscape. Only those that have a refined and documented strategy, as well as a talented creative team, will be able to produce innovative and targeted content across all platforms.
Content is no longer a separate entity used for awareness or lead creation either, as the most successful marketers are weaving engaging written word and visual resources into advertising, marketing, sales and other customer-facing channels.
