Before you can understand how content marketing plays a role in the three stages of the B2B buying cycle, it’s important to make sure that you know exactly what content marketing is, and at what stage in the Internet Marketing process it needs to be used.
The simplest definition is that it is content that a business creates and shares in order to promote a service that they offer or a product that they want to sell. But in contrast with a typical advertisement that you might see on television, content marketing doesn’t have to directly mention the product, service, or even the company – at least in the earliest stages. Instead, the content should be designed to entertain or help people solve a problem. In this way, it serves the purpose of making businesses aware that there are solutions to issues they might be facing in addition to promoting your company as a thought leader.
Content that you find on social networks and in blogs, videos, white papers, articles, and case studies can all be considered forms of content marketing. When looking at the B2B buying cycle, it’s important to know the different stages and which kinds of content work best for each stage