For businesses that want to differentiate and create a meaningful connection with buyers across the customer lifecycle, content is the answer.
This is especially true with business buyers. According to research from IDC, 56% of the buying cycle is searching for and engaging with content. And according to Forrester, 66% to 90% of the buying cycle is complete before a B2B buyer ever speaks with a sales rep.
How? Through information and media buyers find in their search to become educated about solutions.
By no means is the creation of useful and info-taining content a silver bullet on its own. Competition for time and attention is tough and marketers still need to attract that attention through advertising, social media, email, SEO and other amplification tactics. But all those promotion tactics are of little value without meaningful content to send interested buyers to.