Content marketing is not solely the domain of businesses targeting customers. A survey by CMO Council and NetLine found that the majority of B2B decision-makers find content important when choosing a vendor, according to eMarketer. Of those surveyed, 60 percent said content had a moderate impact on their decision, while 27 percent reported that the impact was major.
The function of content in the decision-making process was varied. A majority of those who responded to the survey indicated that content helped them identify new solutions to problems. Other benefits included thought leadership and demonstrations of the value of certain products and services offered. The most important aspect of content identified by those surveyed was its depth of information, closely followed by its use and readability.
These results show that content is an important part of any organization's marketing strategy. The production of relevant, usable material can be a valuable use of a business' time and resources. For those who are not sure how to start, an interactive marketing agency with experience in the field can be a useful ally.