build your b2b brand with high quality content This is the second of five thoughts addressing B2B branding. Discussions of branding tend to focus on branding for consumers, and the branding of goods rather than services. This series directly addresses marketing to a business market, and gives equal weight to services and goods Research undertaken […]

build your b2b brand with high quality content This is the second of five thoughts addressing B2B branding. Discussions of branding tend to focus on branding for consumers, and the branding of goods rather than services. This series directly addresses marketing to a business market, and gives equal weight to services and goods Research undertaken in the United States by ‘The Content Council’ found that 72% of B2B marketers think that content marketing is more effective than advertising in a magazine. Some 62% said that content was more effective than advertising on television, and 69% said that content produces superior results in the B2B environment than direct mail or public relations. These findings suggest that content marketing or using content to build a B2B brand is not only effective, but is more effective than many of the alternatives. Research in the United States by BuzzStream, supports this suggestion with 45%…