Though more than two decades have passed since Bill Gates’ seminal article “Content is King," content marketing remains one of the most effective lead generators for B2B companies. According to HubSpot’s 2020 State of Inbound Report, more than half (65%) of the marketers reviewed said that content creation is their top Inbound Marketing priority.
Content isn’t just on the list of priorities for marketers… It’s their number one priority! Similarly, 30% of survey respondents in 2019. Smart Insights report stated that they expect content marketing to make the single largest commercial impact for their business in 2021.
More and more companies are getting on board with content marketing (known to the initiated as Inbound Marketing) – and those that plan and deploy a content marketing strategy correctly are achieving great success.
A key part in this process is a business’ buyer personas, i.e. fictional representations of their ideal customers – those they should be marketing to. To achieve success with content marketing, companies must create content that meets the needs of their target audience across all stages of the buyer’s journey and the flywheel.
Three key reasons and benefits for enterprises that use content marketing:
• Increased sales
• Cost savings
• Better customers who have more loyalty