B2B Key Finding August 2013

Boost Sales with Content Strategies that Educate and Entertain

Brands that creatively use content marketing to educate and entertain may be choosing the road less traveled, but they are reaping the rewards. And this goes for B2B brands as well.

According to Content Marketing Institute, the more companies educate or entertain through content marketing strategies, the more customers and prospects don’t mind being sold to. Campaigns targeted to meet customer needs in this way help build a trusted and emotional connection.

Take IBM’s “CityOne,” launched in 2010. This online game has challenged more than 20,000 players from more than 130 countries to solve problems in banking, retail, energy and water. Each scenario offers opportunities to understand the real-world implications of business decision-making. Key takeaway: simulation gaming may be a powerful new content strategy to engage, educate and influence. 

In another case study, 17 engineers from Indium blog valuable content and videos, and answer questions about a variety of engineering topics (e.g., how to set up and operate the Indium sulfamate plating bath). Thanks to the company’s “From One Engineer to Another” blog, Indium has seen a 600 percent jump in leads since launching the blog. 

http://contentmarketinginstitute.com/2013/05/education-powerful-content-marketing-strategy-examples/

BULLETS

• Americans watched 20.1 billion online video ads in June 2013, up 27% from the previous month. (comScore; 703-438-2000)
• 85% of business decision-makers said at least one social media channel is very important or important when making technology purchase decisions, according to a new study by Forrester Research. The top response was support forums or discussion forums (63%), followed by virtual events or virtual trade shows (47%); online videos (46%); LinkedIn (40%); blogs (36%); professional social networking sites, not including LinkedIn or Twitter (35%); Twitter (19%); and Facebook (19%).  (forrester.com)
• Social media users are more likely to use Pinterest than Facebook (41% vs. 37%) to share items posted on e-commerce websites. (Gigya; 650-353-7320)
• 89% of B2B media users rate face-to-face event attendance the top platform in terms of success in creating awareness of new products or services among existing customers. Face-to-face event sponsorship (76%) was next, followed closely by sponsored white papers (75%), and then by sponsored video on B2B platforms (69%), 3rd-party webinars and email newsletter advertising (each at 64%), and print advertising (63%). (marketingcharts.com)
• According to BtoB’s “Email Marketing: An Established Channel Evolves,” 47% of marketers responding said improving their email programs hinged on increasing their ability to deliver content relevant to specific segments of their audiences. That was ahead of such other needs as improving lead nurturing (43%) and list segmentation (30%), increasing personalization (25%) and analyzing data (24%). (b2bonline.com)