Content marketing is a marketing technique that increases your company’s fans (potential customers) by providing users with useful information, leading to future purchases.
The background to this development is the growing trend of “customer-driven” search, where users themselves search for companies and products and services on their own initiative, rather than relying on sales pitches from companies.
Google calls this trend ” Zero Moment of Truth (ZMOT) .”
B2B products and services tend to require a long period of consideration before purchase. For large-scale core systems and management systems that require rebuilding of internal asia mobile number list structures, it is necessary to ensure that customers fully understand how the product or service works and the benefits of its introduction.
Content marketing is particularly effective in the lead generation and lead nurturing stages, as it helps users deepen their understanding of your products and services and builds trust with your company.
The higher the implementation costs of a product or service, the more essential content marketing becomes.
Impact on Loading Speed (Google Study)
For B2B products and services, 70% of users gather information from a company’s website, and 67% gather information from Internet searches .
In order to effectively advertisers are also expressing concerns about the rising approach such users, it is effective to operate an owned media that can expect traffic from internet searches . Operating an owned media is of great significance not only for BtoC companies but also for BtoB companies.
Expected benefits of using rich content
By utilizing rich content, you can expect the following effects:
It is memorable and useful for corporate branding.
Help customers belgium business directory visualize how their products and services can be used
It is easy to visualize the solution to the problem
Emotionally sensitive
Sansan’s commercial page
(Sansan CM release page)
The commercial for Sansan, a company that handles corporate databases , is a good example of using rich content. It uses clear, impactful videos to inform users how Sansan’s services can solve problems within companies.
Dan Kennedy, a well-known marketing consultant, once said, “People buy with emotion and justify it with logic.” This is a valid way of thinking for B2B and SaaS products and services.
By using content marketing to create a positive image and a sense of trust for your company, you can appeal to potential customers’ emotions and make it easier for them to make a purchase.
Among rich content, videos are easy to use
Video is a! type of rich! content that is easy for B2B and SaaS companies to utilize. Many companies are working on distributing videos on YouTube as a means of content marketing.
