Buyers are starting to do research online before making purchasing decisions. Therefore it is important for companies to understand that the content that they put out on the web must create value in order to get noticed and win over the prospect. In many cases, companies already have great content, but they are not using it to their advantage. Below are some tactics to get the most out of your marketing content online.

Add social sharing buttons on your website, blog, and other social platforms. Studies have proven that social sharing, or even the possibility of social sharing, creates perceived value in the content. The proximity of a “Share This” button within or next to your collateral may carry the implication that the content is worth sharing.

Marketing Content

Get a mobile friendly site. People are starting to use their mobile phones more often than desktop computers to do research. It’s easier and they can get the information they are looking for immediately. If you’re site is not mobile friendly and buyers are having trouble reading and finding things, they are more likely to go to another website.

Add audio and videos to your sites. B2B buyers find that marketing information which includes embedded audio and video adds to the perceived influence of the content. Buyers are more likely to watch or listen to something than take 5 minutes to read an article. Get creative and use these tools to show off your company’s skills.

Highlight your whitepapers, webinars, podcasts, e-books and other content on your website so people can easily find it. Websites are still the number one places people go to do research about a company and it’s products. It’s important that your website is easy to navigate through and that the valuable information is easy to find.

Since content marketing is playing such a huge role in the B2B marketing sales cycle, it’s essential to provide useful, relevant content that addresses buyers’ issues and helps solve their problems. These are the things that will set you apart from your competitors and help you gain credibility. How many of these tactics are you currently implementing?


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