When it comes to B2B marketing, there has been a fairly dramatic turn toward content that focuses on an audience's informational needs. Recent research by the Content Marketing Institute indicates that 90 percent of all top-performing B2B content marketers put their audience's informational needs above their company's sales/promotional message. Almost all of these organizations -- 96 percent -- believes their audience views their organization as a "credible and trusted resource."
Still, relatively few B2B content marketers research their audience by talking to their customers: Less than half (42 percent) say they have conversations with their customers as part of their audience research. Instead, 74 percent use sales team feedback, 73 percent use website analytics, and 65 percent use keyword research. The top two ways B2B content marketers nurture their audience are email campaigns and educational content.
Read more about this research here: https://contentmarketinginstitute.com/2018/10/research-b2b-audience/
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