Inbound marketers agree: content is key to marketing success. Not only is content a valuable component of inbound marketing, but it's also an effective tool throughout the entire sales process, from generating initial interest in a business to converting visitors into leads and all the way through the lead nurturing process to converting leads into customers.
And according to new research from MarketingSherpa, marketers are concerned with all of these stages. While 60% of B2B marketers revealed that lead generation is their top priority, converting leads into customers trailed closely behind with 57%.
So what kinds of content are marketers using to power their activities throughout the marketing and sales process? According to a study from Focus Research, marketers are leveraging a number of content types, and while the value of different content types varies between B2B and B2B companies, it seems both B2Bs and B2Cs agree that blog posts are on top.
The Ultimate Power of Content
It's hard to disagree: content is the best fuel for a successful overall marketing strategy from beginning to end. Whether you use it to attract prospects to your business initially, convert visitors into leads, or nurture those leads into qualified customers, there's no denying the versatility of using content to achieve various business goals.
How are your content creation efforts faring? Are you effectively using content throughout your entire sales cycle? Are you missing out on opportunities to leverage various types of content to achieve different goals?
Originally published Oct 18, 2011 8:00:00 PM, updated October 20 2016