Well, this is interesting.
MediaPost‘s The Center for Media Research released two Research Briefs this month that, together, should make both B2C and B2B marketers recognize the extreme importance of developing a strong content marketing program.
Not in the near future. Now.
The first is titled “Prove It!” Says the American Consumer of Ad Claims. It found that:
Consumers are smart. Savvy. Researched. Skeptical. While they may be entertained or intrigued by traditional advertising, they aren’t buying into the promises blindly. They want more than promises – they want proof.
The second, titled Trusted Content Closes Vendor Selection, reported findings from the Chief Marketing Officer Council, with NetLine Corporation, that show how important demonstrating proof and expertise are in the B2B vendor selection process. It reports:
Content and thought leadership clearly make an impact in B2B relationship building. If you’re not out there showcasing your expertise, who is? Hopefully not your competition.
The takeaway? Advertising is the paint; content marketing is the real estate.
[Tweet “Advertising is the paint; content marketing is the real estate.”]
A buyer may be attracted to colorful curb appeal, but if the value isn’t proven in the property, a bright coat of yellow isn’t going to trick anyone. That’s why it’s important for both B2C and B2B brands to focus on building a sound (content) foundation before worrying about the top coat.
Build your content marketing strategy. Build your proof. Build your trust. And start building today.
How are you focusing your content marketing in 2014? Share in the comments below!