Blogs are the preferred content marketing format for B2B marketers attempting to drive lead gen and awareness, according to a new report released on Tuesday by customer acquisition solutions company Regalix.
TheState of B2B Content Marketing 2019 – Strategy and Maturityreport is the latest to find that B2B customers want organisations to deliver informative articles and blogs across the pipeline to help solve their professional problems and support important decisions.
The senior executives polled for the study said that content marketing has become a major focus for their respective business but admitted that more needs to be done to optimise strategies and campaigns so that actual performance can align with desired outcomes.
One process that could aid this objective is the creation of a content maturity model, which allows businesses to pinpoint challenges and emerging opportunities, but only a few respondents said that they had this in place.
Content is primarily being deployed at the top of the funnel as lead gen and awareness are the primary goals for campaigns, according to the executives surveyed, who are currently working at leading hi-tech enterprises.
Meanwhile, short-form and long-form blogs are the most popular format overall for engaging clients and customers and achieving objectives.
Regalix’s marketing SVP Nimish Vohra said: “Content marketing in B2B is evolving rapidly.
“Customers no longer look to businesses to provide them with basic product information; they do their own research online.
“They want organizations to use relevant content to engage with them and provide solutions to their problems.”