The Effects of Engaging with Content Marketing on Business Outcomes for B2B Service Providers

Wei Lin Wang, Edward Carl Malthouse, Ebru Uzunoglu

Research output: Chapter in Book/Report/Conference proceedingChapter

16 Scopus citations

Abstract

The B2B service industry has traditionally relied heavily on its salesforce, but intense competition is forcing service providers to find ways beyond the salesforce to attract prospects and retain clients. In response, content marketing (CM) is one approach that has become important in B2B markets. According to a survey of 1,102 B2B marketers in North America in 2016 by Content Marketing Institute and MarketingProfs (Pulizzi and Handley, 2016), 89% of the respondents use CM, and 88% consider it an important component of their marketing program.
Original languageEnglish (US)
Title of host publicationAdvances in Advertising Research
Subtitle of host publicationPower to Consumers
EditorsVerolien Cauberghe, Liselot Hudders, Martin Eisend
PublisherSpringer Gabler
Pages57-70
Number of pages14
VolumeIX
ISBN (Print)978-3658226800
StatePublished - 2018

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