B2B marketers embrace content marketing in 2012

Even if the products and services you sell cater to consumers, you might find yourself marketing to other businesses at some point down the road. B2B marketing doesn’t have to be an exclusive practice – one that you either conduct or you don’t. In fact, you might find branding your business as an industry leader becomes much easier when you have corporate partners on your side.

However, you need to develop a campaign that helps attract new partners to your business organically. According to the Content Marketing Institute (CMI) and MarketingProfs 2012 B2B Content Marketing Study, 62 percent of B2B marketers already use a mix of insourced and outsourced content to attract leads. This includes blogs (usage up by 27 percent), white papers (up 19 percent) and videos (up 27 percent). In fact, with search engine optimization expanding so rapidly, B2B marketers allocate more than a quarter of their marketing budgets to content creation and distribution.

What’s even more interesting about the results from the 2012 B2B Content Marketing study is professionals employ up to eight different marketing tactics to achieve their objectives. If you haven’t begun developing a content strategy of your own, you’re well behind the competition, and the time to start is now.

The best way for you to start your own content marketing campaign is to cover the bases first. Slowly easing your way into writing professionally for your blog can help hash out your tone of voice and gain greater insight into who might be interested in partnering or brainstorming with you in the future. If you go blindly into content marketing, publishing anything and everything you write, you won’t see the type of results you’ve come to expect, and your prospective clients certainly won’t be impressed either.

The best advice you can get in terms of how to start a content marketing campaign is simple – speak to your audience clearly, and don’t overlook the basics.

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Martin Jones

Martin Jones is a Senior Marketing Manager with the corporate Cox Communications social media team where he assists in leading strategy, campaign ideation and marketing execution for Cox Business social media & content marketing. Today, over 1 million fans engage with Cox Communications content, campaigns and Customer Care on Facebook, Twitter, You Tube. LinkedIn and Google+.