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Inbound B2B Marketing: Why Content Is The New Coin Of The Realm

Quality content is becoming more important than marketing budgets. Here's why.

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In marketing, one of the biggest shifts created by the internet is from space to attention. 
  • Before the Internet, marketing's core constraint was space. That could include the size of an ad, the length of a TV or radio commercial, the dimensions of a direct mail piece, etc. Money was the most important factor.
  • With the Internet, there is almost no space constraint. Websites can have a nearly infinite number of pages, multiple emails can be sent, videos can play for hours. Quality content is now what matters in marketing.
As a result, attention has become the core constraint of marketing. That's why great content, rather than money, is now the coin of the realm in marketing. 

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Guy Kawasaki says "If you have more brains than money, you should focus on inbound marketing. If you have more money than brains, you should focus on outbound marketing."

Similarly, HubSpot CEO Brian Halligan likes to explain (with the accompanying visual) that success in marketing now has more to do with the size of your brain rather than the size of your wallet. 

 Marketing wallet   budget resized 600

Because of marketing's shift from size to attention and the resultant demand for quality content, B2B marketing priorities and behavior are changing.

The Internet has empowered the buyer with much of the information that they previously had to elicit from sales people. That's why sales is engaging much later in the buyer's purchase steps. What's to fill the void? Content is increasingly needed to help influence prospects to become leads and then customers.

What's more, according to HubSpot's State of Inbound Marketing Report, leads generated with inbound marketing cost 61% less than leads generated through traditional, more interruptive outbound marketing.

So instead of "renting" space in advertising, with content marketers are creating long-lasting assets that can attract prospects, convert them into leads and help to become customers.

What say you? Please join the conversation below. And if you found this helpful, please consider sharing it with your network.

photo credit: AJ_UK via photopin cc

Douglas Burdett
Douglas Burdett
The Principal and Founder of Artillery, Douglas Burdett is a former artillery officer and Madison Avenue ad man. He also hosts The Marketing Book Podcast, where he interviews authors every week about the latest in modern marketing and sales.

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