{"id":128385,"date":"2018-11-15T11:00:09","date_gmt":"2018-11-15T11:00:09","guid":{"rendered":"https:\/\/www.smartinsights.com\/?p=128385"},"modified":"2018-11-15T11:01:39","modified_gmt":"2018-11-15T11:01:39","slug":"nearly-half-of-content-is-created-to-generate-awareness-interest","status":"publish","type":"post","link":"https:\/\/www.smartinsights.com\/content-management\/managing-content-marketing\/nearly-half-of-content-is-created-to-generate-awareness-interest\/","title":{"rendered":"Nearly half of content is created to generate awareness\/interest"},"content":{"rendered":"

Chart of the Day<\/em>: 47% of content is for top of funnel buyers<\/h2>\n

Research published from the Content Marketing Institute<\/a>\u00a0has shown that almost half of the content created by B2B marketers is for early-stage buyers - to generate awareness and interest.<\/p>\n

This matches the reasons that marketers gave for using content marketing, with 87% of them saying it was to generate leads and potential customers and 82% stating it was to create brand awareness.<\/p>\n

\"b2b<\/p>\n

This isn't a great surprise, as the branded content is (most frequently) available to browsers without the need to purchase or log in beforehand. A brand can promote charity initiatives, relevant survey\/report results their customers may be interested in, and personal brand growth stories (new offices, securing investment, landing industry awards etc.) to establish themselves in the minds of customers.<\/p>\n

However, what is surprising is that only 8% of content was created for late stage buyers - focussed on the evaluation of product\/service and then purchase. Content can be used effectively to explain aspects of a company's products or services to encourage a conversion. It's the reason why you may see a financial company create a jargon buster infographic or an easy interest calculator.<\/p>\n

When creating your content marketing strategy, consider which of your customers each piece of content is geared towards. You may find you also have a bias towards capturing the attention of new customers and raising brand awareness. But if you run a subscription-based service or sell a product that lends itself to repeat purchases, do not neglect your established customers. They demand more detailed content that increases their product understanding<\/em>, rather than simply their awareness<\/em>.<\/p>\n