Paid B2B content: consumer benefits
Marketing activities are regularly changing, not just for working with the end consumer. Approaches are changing for other business models where competition is also increasing. Against this backdrop, experts highlight B2B content as an effective way to attract customers.
Every year, NetLine analyses the dynamics of content marketing for different business models. In the current report, the situation in the B2B sector is as follows:
- demand for gated content increased by 14.3% in 2023;
- the need for such publications has increased by 77% since 2019.
Such figures suggest that customers are willing to share personal data for useful information. Experts, therefore, recommend that companies pay attention to this type of content. Furthermore, it is not necessary to close down all publications. Providing the most relevant information to customers in an exclusive format is important.
How to make B2B content marketing work
Despite the global problems, the business world is adapting and evolving. Many B2B companies are attracting additional investment, part of which is in improving marketing strategy. In this case, specialists pay special attention to audience analysis and their needs. From there, an interaction takes place, also through content. In this case, The key factor is finding a format that will interest customers. This can be:
- training manuals;
- e-books;
- current market trends analytics;
- case studies on topics of interest to the audience.
These publications can be a good incentive for the customer to purchase. However, ensuring that such content is easy to use is essential. First and foremost, this means ensuring download speeds and a variety of formats in which to study the material.
Modern advertising efforts for any company are related to AI in one way or another. This could be data analysis and collection programmes or virtual assistants. According to NetLine research, the demand for AI-related content has grown 5.5 times in one year. Marketing strategists need to capitalise on these trends. Artificial intelligence is fast becoming a topic of interest in the B2B sector, so it deserves special attention. Paid access to publications on the subject will help attract users’ attention.
B2B executives and top managers play a crucial role in decision-making. This means that marketers need to interact with them. The main objective is to increase the engagement of these individuals. Executives will only be interested in paid content if it is exciting and relevant to them. The optimal solution will be analytical articles or reports on the market situation.
