Did You Increase Your Content Marketing Budget This Year?
Jonathan Butts, Executive Creative Director
According to Demand Metric, content marketing generates three times as many leads per dollar spent as traditional marketing tactics. And developing content that informs purchase decisions throughout the sales cycle is imperative.
Successful B2B companies allocate between 15-25% of their overall marketing budget on content creation and syndication. And often times B2B companies have to cut dollars from other programs, like tradeshow activities, to offset a cost increase in one particular area. Not a fun exercise.
Content that provides education and research on products and solutions that go beyond the spec sheet can keep your sales team in front of key industry trends — and position them as thought leaders. Content also provides a reason to re-engage prospects/customers. It’s perfect for following up sales calls. And it can be a great conversation starter, or an excuse to meet.
Getting the sales team engaged in your content program and showing them how it can aid their sales process will yield numerous benefits. If sales sees the value, and understands the benefit of content, they’ll be lot more willing to cover some of the costs. We all know sales gets the big budgets anyway, right?