The New Trend in the Development of B2B E-commerce Marketing: Content Marketing

Mar 25, 2013, 12:00 ET from

NEW YORK, March 25, 2013 /PRNewswire/ -- Here is an article from online B2C company SooBest, which carries a wide range of products such as fashion women clothing, men clothing, digital watches, charm jewelry and more, which should be of interest to search marketers:

Content marketing is like a newly-crowned King; it is taking a larger and larger share than the previous engines of marketing- public relations, paper-based media, television and radio advertising.

A Cambridge Internet marketing software solution provider conducted a survey last year of nearly 400 B2B marketing professionals, and found that marketers tend to use more and more content marketing instead of traditional marketing. According to this B2B marketing trends survey report, the amount of professionals that advertise using content marketing is twice than do that in print media, TV and radio.

What is content marketing?

Content marketing includes both original content and a release. You can release the content through a blog, case study, white paper, video or photo; the main purpose is to attract customers, increase brand awareness and showcase the company's expertise. Examples include entrepreneurs who use blogs to share experiences and celebrities who play on Twitter, Facebook and other social media sites.

The survey shows that 82 % of B2B marketing professionals will use content marketing, 70% will use search marketing, 68% will use event marketing, 64% will use public relations and 32% will use paper, TV and radio advertising.

The results of the questionnaire show that the goal of 78% of the respondents is to use marketing to promote sales and their brand's image, 28% say that the main goal is to increase traffic and 24% say that the main goal is to optimize search results.

Why is content marketing fascinating?

Because through content marketing the establishment of a brand's image can transform a fascinating prospect and the cost is not high. Half of the professionals in the survey said that content marketing only cost less than 1/3 of their overall marketing budget, and they believe most of the potential customers are staying online, so content marketing that is Internet-based will be more effective than offline marketing.

In addition, the planning process of content marketing is the process of finding, organization and sharing content, so content planners will also face related problems. 70% of the people in the survey say that they feel that the time is not enough. 66% of planners feel that there is a lack of originality and high quality content and 38% of the planners said they did not know how to measure the effect of content marketing. 37% of planners said a shortage of manpower was their main problem. Finally, though the implementation process along with the emerging new requirements, content marketing will only become more and more popular; whether you are business-oriented, or for the general public, its importance will only increase.