This was an interesting infographic that I wanted to share from Wolfgang Jaegel. Not simply because it provides insight into what content marketing strategies are being deployed by B2B marketers, but because of the gap that I see in what content is being deployed versus what the impact of those strategies might be. In order of popularity, the list is social media, articles on your website, newsletters, blogs, in-person events, case studies, videos, articles on other websites, whitepapers, and online presentations.
87% of B2B buyers say content has an impact on vender selection.
In my opinion, without any evidence, I think B2B marketers may really be missing out. While I agree that newsletters and frequent relevant content on your site like blogs and articles are advantageous for attracting traffic, the gap of not having presentations, whitepapers and videos seems to conflict with modern B2B strategies. After all, just getting visitors back to your website is just one problem… but the biggest one is getting them to convert while they’re on the site. Our clients have seen incredible results from presentations posted through social media, whitepapers behind a registration page, and case studies to supply in the purchase decision process. It seems to me that everyone is working on the acquisition side but not the conversion side of the equation here!