Content Marketing
Published: 2011
Author(s) Name: Avinash A Murthy
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Abstract
B2B buyer behavior has been changing
dramatically over the last few years as buyers
increasingly refuse to be interrupted by outbound
marketing tactics. Content marketing has
emerged as a highly effective strategy to engage
the reluctant B2B buyer who is actively searching
for guidance and information online before
making a complex B2B purchase decision.
The purpose of content marketing is to engage
B2B buyers with compelling content (in the form
of webcasts, videos, eBooks, white papers, blog
posts, etc) to educate, inform, entertain, and
guide them through each step in the buying cycle.
And while you want to help buyers make
pragmatic and informed decisions, your ultimate
goal is to persuade buyers to select your solution
over competing alternatives.
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