Customers Want Information Before Buying:Why Content Marketing Works

The Internet has changed the buyer/seller dynamic. Surveys show that most people go online to research and evaluate products and services. They view video demonstrations, read company website articles, and search other online forms of information. This is true whether they’re thinking about buying a computer, a car or metal castings, as reported in the recent LINKS’ magazine feature article prepared by NM Marketing Communications (NMMC) for the North American Die Casting Association, Arlington Heights, IL.

B2B marketers use content marketing to take advantage of online marketing to:
            Build awareness
            Engage their target audiences
            Position their client company as an industry leader
            Create trust
            Make the sale

The following are some of the content forms that build awareness:
            Articles
            Video demonstrations
            E-Newsletters
            Industry research/analysis white papers
            Press releases

Once the customer is engaged, your company can provide product catalogs, customer case studies, tutorials, “how to” guides, and testimonials, usually through your website, LinkedIn or Facebook pages, and similar methods. One especially useful tool is a Resource Center on the company website. Prospective customers can go to the Resource Center to find basic and more technical information in article categories. Along the way, the customer is encouraged to contact the company for more information. These inquiries are priceless—often leading the customer to decide on a final purchase.

Content marketing can drive revenue because it builds demand through awareness and engagement. NMMC helps its manufacturing and professional services clients understand the needs of their target audience, produces the right kinds of content to meet those needs, and uses the best channels to reach prospective buyers.