In an annual study by the Content Marketing Institute titled “2015 B2B Content Marketing Benchmarks, Budgets and Trends” 86% B2B marketers are using content marketing to promote their businesses. The online survey was conducted on 1800 North American B2B marketers, as explained in this Ad Age blog post. Although in this previous blog post of mine you must have read that 93% of B2B marketers use content marketing one way or another. The differences of percentages doesn’t really matter, what matters is, why it is important for this segment of the market to rely on content rather than conventional advertising models. The explanation depends on from where you look at it.

I write content for a living but without hesitation I can say content marketing no longer means creating informative articles and blog posts, although a major chunk of content is written. Content these days can exist in multiple formats including video, audio and graphic, aside from textual. People are consuming content all the time in one form or another. Take for instance social networking websites like Facebook and Twitter. All the time people are posting new updates. They are posting images, videos, sounds and of course text updates. This is content. Without this content these social networking websites have no reason to exist.

Content like this has turned into a medium. Even the search results on Google are examples of content, although it is curated content rather than generated content. But it is content. Since people are constantly consuming this content, rather than existing as a random entity, it has turned into a medium and whenever there is a medium, businesses find out a way to use it for advertising, marketing and promotion. But that’s not the point, the point of this blog post is, why more and more B2B marketers prefer content marketing over conventional marketing?

Is content easier to create and promote? Once it used to be easier to create and promote content but with millions of blog posts and articles being churned out on a weekly basis, this no longer remains the case. It’s not that suddenly there is lots of good content; simply, there is lots of content and it becomes difficult for people to reach what may be useful to them. Nonetheless, whether one likes it or not, without content you don’t exist on the Internet. This is one reason why B2B marketers cannot help using content for marketing.

Another reason is, B2B transactions involve higher stakes in terms of monetary transactions and effort required compared to B2C. Is it easier for you to purchase a single mobile phone from an online retailer or purchase 2000 mobile phones from a manufacturer for your own retail store? Before purchasing those 2000 mobile phones you will need to research and for this research you’re going to have to go through lots of content not just on the manufacturer’s website but also other places. Obviously the manufacturer needs to convince you that there is a market for his product and how your bottom line can be improved by selling the phone from your own retail store.

My content writing services can also be termed as B2B because it’s mostly business owners who approach me to get content written for their websites so that they can make more sales. Although they may not be spending thousands of dollars for my services, my services are critical for their business. So they need to do some research. They carefully need to read through various sections on my website to make sure that they are hiring the right content writer for their business. It’s not just the cost but also the future of the business that depends on a B2B transaction and that is why more and more B2B marketers are using content to strengthen their brand and expand their presence on the Internet.