It’s business not as usual in new era of content

B2B brands are following their consumer peers by adopting innovative content marketing strategies across the array of media channels, in an effort to engage their audiences better.

The business-to-business sector is starting to embrace content marketing to the extent that the business-to-consumer market has. Thirty per cent of the Content Marketing Association’s members are now B2B specialists and the same proportion operate in both the B2B and B2C markets.

“B2B brands are using content marketing extensively. It’s a particular area of growth currently,” says Clare Hill, managing director at the CMA. A better economic outlook combined with increased knowledge of the benefits of this marketing channel is causing a surge in brands creating and commissioning innovative content to engage its audiences.

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