Content marketing is more than just a hype topic in B2B The role of content
The topic of content marketing is currently on uganda phone number library everyone’s lips. But if you take a closer look, the subject is already old. By online marketing standards, very old indeed. After all, content marketing has been practiced in the B2B sector since the early 2000s with white papers, webinars, and online advertorials.
Then, as now, the focus of content marketing is on concrete added value for the user. Today, however, the term has a much broader meaning. Many marketers also consider PR, texts in general, as well as images and videos to be content marketing. As Google Trends (see graphic) clearly shows, interest in B2B content marketing has increased significantly, especially since 2011.
Content marketing the traditional phone call can still be convincing was already defined as an important trend in creative360’s B2B trend paper in 2010. But what has changed since 2011, and why is content marketing in the B2B sector not just a hype but an essential topic for the present and future?
Over the last five years, the user behavior of B2B decision-makers and influencers has changed dramatically. The acceptance of online channels, especially social media, is increasingly blurring the lines between consumer habits and personal behavior. Push marketing has been evolving into pull marketing for years (see also the 2010 video ).
Users want control. They define business to consumer reviews their needs independently, and research information thoroughly before the first sales meeting. According to a study by Roland Berger, the B2B purchasing process is more than half complete before contact with a company is made. Digitalization is a hot topic, especially in the B2B sector, and not just for reasons of automation and the digital factory (keyword: Industry 4.0 ).