While there is little doubt that content marketing is highly useful for B2B lead generation, your efforts need to go beyond this first step. Buyer behavior has significantly changed in the past few years, and companies should be more proactive about how they engage potential customers, according to Forbes. Clients have greater access to information, which allows them to make better decisions, and this may result in buyers being on the same level as sellers.
Buyers are more independent and spend longer researching their options before making contact with a sales representative. Prospects are also more reluctant to trust brands, which is where content marketing comes in. This tactic can build credibility in your brand. Because buyers take longer to assess their options and arrive at a decision, content acts as a valuable lead nurturing tool. Prospective clients seek out as much information as possible during the research process. Structuring content marketing initiatives around your sales objectives can help you map the buyer's journey and create more relevant materials. In addition, this has the extra benefit of building brand reputation. Companies need to create B2B marketing efforts for the longer sales cycle.