But why do you think company purchasing managers actually read blogs? If I had fifty cents for every time a customer asked me this question, I wouldn't be writing any more content right now. Or rather, I could only do it for the most beautiful projects in the world because my postal booklet would be in a much rosier condition. In today's article I will explain why content marketing works even if your company operates in B2B. Let's start! Content is the king. This is one of the most overused phrases in marketing in the last ten years, at a guess. Contrary to all clichés, however, I can say with some certainty that this expression speaks the truth. Suffice it to say that already in 2017 companies invested 46% of their budget in the creation of new content and that, as reported by the Content Marketing Institute in its B2B themed report , in 2019 52% of marketers said they had staff a dedicated person. Also in 2019, Semrush finally found that 86% of companies produce blog posts.

At this point, I try to imagine, you're wondering: but if everyone else is already doing it, won't Venezuela Phone Number I risk diving into an already too crowded pool? The answer is No. Let's see why? Does it still make sense to do content marketing for B2B? Americans would say “Yes bae” and I, who am not American, answer you: of course. In this century of transformations, unfortunately, marketing has not yet been able to make an epochal change, a switch: companies, especially B2B ones, continue to refer to the market as a target. In 2021, however, experience and numbers tell us otherwise. Today it doesn't matter how much a brand proposes itself, in the end it will be the customer who looks for it. And how is this investigation carried out? Mostly online, through search engines. The user uses the web to understand his problem, find a solution to this problem, to compare different solutions, search for a provider of a given service or product and to make sure that the chosen provider is reliable.



Does it remind you of anything? The sales funnel : ToFu, MoFU, BoFu . Of course, the three phases that precede the purchase, that is, the familiarization with the problem and the search for a solution, the evaluation of the different proposals and then the choice for the most suitable option. Needs that you can meet with contents, in different forms, as we will see later. Questions that you can answer by writing, creating images, recording videos and podcasts. At this point, I imagine, you are wondering if these rules that "may be good for B2C" also work for your company (or for the project you are following) which is aimed only at a B2B market, i.e. at business owners , purchasing managers, managers, operators and technicians. Well, once again the answer is Yes bae! Think about it: your hypothetical customer may be an expert in a given subject, but he remains a person. There remains a human being who will need support when choosing a product, who will want to stay updated on the news of his reference market, who will want to compare himself or be inspired by the big names in the sector who have come a long way. B2B customers are people, first and foremost.