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Credibility and authenticity
Valuable content builds trust.

With relevant content to the “relevant set” of purchasers

When customers plan a purchase nowadays, they seek the information they need themselves via the internet. They often first contact the manufacturer when the purchasing decision has already been made.*

This means that you must already provide information to your prospects well enough in the early stages so that they know all the important facts. Content marketing is the ideal tool to bolster customers’ purchasing decisions without being intrusive since content marketing convinces rather than persuades, with high-quality content, neutral facts and credible information.

*Marketing Leadership Council: “The Digital Evolution in B2B Marketing”

Content strategy

Content marketing is more than just putting online as much of your content as possible. The most important key to success is the direct approach: who receives what content on which platform? And what will happen afterwards?

White papers

Convey competence, prove your expertise and, above all, add value for the reader. Well prepared white papers on topics relevant to the company are the “classics” of content marketing.

Blogs

While many specialist magazines and their online portals are on the retreat, the blog has established itself as a source for research. Informative articles on your specialist area help your brand and your search engine ranking.

Video

YouTube and co. have elevated the internet to a new level. Seen earlier as a technical gimmick, videos and moving images are now a normal and valuable online communication mode – informative, quick, entertaining and a boost for your search engine ranking!

Good content influences the purchasing decision

68%

of all B2B decision-makers say that today they use more sources than before to find out about a product and form an opinion.

65%

say that the content from the provider they selected influenced their purchasing decision much more.

76%

of decision-makers would like different content at every stage of the purchasing process.

Sources: DemandGen, The 2014 B2B Buyer Behavior Survey/Pardot, The State of Demand Generation

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