B2B sales cycles are long, and the buyer’s journey is complex. Content marketing sits well with these aspects because it doesn’t go for a hard sell directly. Instead, it aims to educate and help prospects. A survey by FocusVision even found that the average B2B buyer may consume 13 pieces of content before choosing their vendor.
In 2020 with the world going virtual, content marketing saw an increased adoption and investment. B2B content marketers majorly pivoted to webinars as virtual events replaced physical counterparts and conferences.
