Content marketing growing as a customer engagement strategy

Almost all of Tiziani Whitmyre’s (TW) clients are employing content marketing for their demand generation programs. Effective B2B content provides answers to customer problems and offers insight into key market trends and issues. It is typically packaged as white papers, applications briefs, case studies, videos, and Webinars.

A recent E-consultancy report validates how critical content has become for B2B marketers:

  • Over 90% of respondents believe that content marketing will become more important over the next 12 months.
  • Nearly three quarters (73%) of digital marketers agree that “brands are becoming publishers.”
  • Less than half of companies have dedicated budgets (34%) or individuals dedicated (46%) to content marketing.
  • Increased engagement is the most commonly cited objective for content marketers, with 52% of in-house marketers and 58% of agency marketers listing this as one of their top three business objectives.

TW recommends that marketers budget for content development as part of their revenue generation strategy. Not only does it build thought leadership, but content has become the single most important element in a best-practice lead acquisition and nurturing process.