According to Innovators Forum guest blogger Susan Fantle
Along with today's many discussions about social media, there is a lot of talk about “content” and the critical role it plays in B2B marketing.
Content is FREE information that business marketers offer to prospective customers to generate qualified leads that can,hopefully, be turned into future sales.
Most B2B products have higher prices and a longer decision-making period (buy cycle), and there are often multiple titles involved in making purchasing decisions. So trying to sell a product during the first contact is not practical or effective. That's why content was born. Offering content typically communicates a message like "if you're having this problem in your business, here is a report that will tell you how your peers have solved this problem." The “report” is the content and it's a successful tactic for business marketers.
It's important, however, that marketers make sure the content they are offering has real value to the prospect asking for it. To have value to the reader, content should include one or more of this type of useful information:...
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