According to the CMI (Content Marketing Institute), 91% of B2B marketers will use content marketing to reach their target audience. And the key to the success of these campaigns in 2020 will be updating strategies in light of new market realities.
Nowadays, B2B customers consume content in many different formats. A study by Forrester indicates that around 70% of these consumers watch videos brazil mobile database about the product , brand or service they want to purchase during their purchasing journey, a fact that has already mobilized marketing professionals to add channels such as YouTube and Facebook Video to their strategic plans.
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Although video has gained an important and promising space for digital marketing, written content should not be forgotten in 2020. The production of long-form content (with more than 1000 words) will still be the most effective strategy for B2B marketing in 2020 because audiences are increasingly showing interest in content that provides a complete view on a topic.
In this scenario, working with White Papers (documents that delve into a specific problem and address causes, concepts and solutions with detailed information) can be a great strategy. This is because around 79% of B2B consumers share White Papers with business partners, according to CMI's B2B content marketing research.
Check out the infographic below, produced with data from the Content Marketing Institute, to see how content marketing specifically for B2B has evolved over the last three years.
Evolution of Digital Marketing for B2B
Personalized communication will be key
Personalization is the process of producing communication for an individual based on their characteristics and preferences. Producing personalized communication , according to the needs of your audience, can be very effective during the marketing and sales process, as well as in creating bonds with your customer base.
B2B consumers are aware of the number of options available to them when they are close to making a decision, and according to SalesForce’s State of the Consumer report, 72% of them expect companies to communicate in a personalized way, tailored to their needs. This shows why it is more important than ever to maximize the competitiveness of your business .
Customizing your company’s communication to your target audience will set you apart as a valuable source for your customers by making them identify with your brand. Therefore, your company’s entire B2B marketing strategy should be based around personalized communication.
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