Both B2B and B2C marketers create online content in the form of videos, ebooks, blogs, case studies and whitepapers, that help customers analyze their problems, become aware of new trends and solutions, and take the right decisions.
Why do it?
This helps brands become a trusted source of valuable information to their customers, so that when the customer is ready to make a purchase, the brand has already established mindshare with the customer. Content marketing is typically also used to generate leads for nurturing.
Figuring out what content to write and the relevant formats is critical to succeed. While a lot of content is being published, it is hard to get great returns in terms of high quality leads. It is often hard to measure the ROI of content with just clicks and downloads. Further, customers are hard pressed for time and can struggle to find the right content on a site.