Posts Tagged ‘Jon Wuebben’

More than 90% of B2B buyers influenced by content marketing

April 7, 2012

by Brian Oliver

A new study by DemandGen, an emedia publication that focuses on B2B sales strategies and solutions, has found that more than 90% of B2B purchase decisions start with exposure to some form of content marketing material.

The report also found that over 40% of B2B buyers often learn about a supplier’s products or services for the first time by downloading content from their website.

This highlights the growing importance of a content strategy that includes the provision of helpful downloadable material – such as white papers, case studies and eGuides – to demonstrate the value of a company’s products or services.

CRITICAL TOOL

The study’s findings show that optimised content-led marketing is becoming an increasingly critical tool for many B2B companies. It suggests that companies that guide prospects through the ‘conversion funnel’ with engaging and relevant content are more likely to be successful in generating qualified sales leads.

This is in line with a recent study by integrated marketing solutions company HubSpot which found that some 25% of businesses that use content marketing now find it essential.

“Research has shown that engaging content is critical to supporting an inbound marketing strategy and helping companies get found,” says Jeanne Hopkins, director of marketing at HubSpot.

She adds: “Progressive marketers are realising that content also plays a key role in advancing prospects from the middle of the funnel to closed deals by nurturing and educating buyers with information that speaks directly to their needs at different stages.”

GROWTH OF CONTENT MARKETING AGENCIES

The DemandGen Report also recognised that B2B companies often find it difficult to create and sustain effective content without outside help, such as independent content writing services.

“As these trends emerge, B2B marketers continue to struggle to keep pace with content development, content marketing strategies and how to utilise content to drive demand,” says DemandGen Report editor Andrew Gaffney.

Industry expert Jon Wuebben, CEO of ContentLaunch, believes this is one reason why we’re seeing the growth of agencies that specialise in the strategic planning, creation, distribution and curation of customer-focused content. In his latest book, Content Is Currency: Developing Powerful Content for Web & Mobile, Wuebben insists that the content marketing agency is now replacing the traditional ad agency for many companies.

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About the author:

Brian Oliver is a business journalist and the MD and founder of UK strategic communications consultancy Focus Marketing Communications.

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CONTENTED MARKETER Magazine is brought to you by content marketing specialist Focus Content Marketing

Visit our website at: Focus Content Marketing

 

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Content marketing agencies set to replace traditional ad agencies?

February 2, 2012

by Brian Oliver

The content marketing agency is replacing the traditional ad agency for many companies, insists Jon Wuebben, CEO of ContentLaunch, in his latest book Content Is Currency: Developing Powerful Content for Web & Mobile (Nicholas Brealey Publishing).

“In the process,” says Wuebben, “these firms are savings thousands of dollars and reaching thousands more as a result.

Content marketing is the lynchpin of all successful online business endeavours.”

Even Procter & Gamble, the world’s largest marketer, seems to have finally woken up to the growing power of content-led marketing.

According to Jim Edwards of BusinessInsider.com, P&G’s CEO Robert McDonald recently told Wall Street analysts that he would have to “moderate” the company’s $10 billion advertising budget because Facebook and Google can be “more efficient” than the traditional media that usually account for the lion’s share of P&G’s ad spend.

In Content Is Currency, Jon Wuebben explains why … and how.

He describes the fine art of content development and shows how customer-grabbing content can tell the story of a product or a business.

He looks at how to optimise content for search and social media so that it gets noticed, and provides an insider’s view on the ever-expanding technology and content marketing landscape. The book also includes a suggested “road map to online marketing success”.

Content Is Currency: Developing Powerful Content for Web & Mobile is available on Amazon in all major formats.

More information is available at http://www.contentiscurrency.com where Chapter 1 can be downloaded for free. 

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About the author:

Brian Oliver is a business journalist and the MD and founder of UK strategic communications consultancy Focus Marketing Communications

________________________________________________________

CONTENTED MARKETER Magazine is brought to you by content marketing specialist Focus Content Marketing

Visit our website at: Focus Content Marketing