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Content Marketing

PRIMA: Practices and Research in Marketing

Volume 2 Issue 1

Published: 2011
Author(s) Name: Avinash A Murthy
Locked Subscribed Available for All

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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