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About Us


Savvy marketers know by now that content marketing is no longer just a buzzword – it’s the real deal. But quite often, marketers still face the challenge of getting the C-suite and leadership team to buy into the value and stand behind a budget. With no immediate ROI to show, the long-term benefits can be easily passed on in favour of a quicker return. It’s kind of like trying to persuade someone to eat vegetables when there’s an ice-cream sundae right in front of them.

Investing in a consistent content marketing strategy lays the groundwork for a brand’s long-term success. One of the biggest benefits to content marketing is being to show your audience that you can walk the walk and talk the talk. So, to convince the powers that be that content marketing is a worthwhile investment, marketers need to do the same thing. Here are some stats you can use to back up your budget requests:

  • Google has made significant algorithm changes to ensure original and informative content ranks higher in search results. The top highlight? Algorithmic enhancements to Google's core ranking system means helpful content will appear higher in search results, and unoriginal content will rank lower. A series of how-to blogs, written to answer your customers' unique questions, is a great way to boost your brand visibility and search engine ranking. 

  • 68 per cent of people spend time reading about brands that interest them, and 60 per cent of customers consider inquiring and buying a product after reading content about it, according to research by Demand Metric. Personal stories resonate with readers – use content to shine a spotlight on your company's values and expertise. 

  • 84 per cent of B2B marketers surveyed in July 2023 by Content Marketing Institute say content has helped create brand awareness in the last 12 months, and 76 per cent says it has helped generate demand and leads. Content is a long game, but its impact is long-lasting. 

Content marketing uses valuable resources to build a bridge between your company, and your prospects and buyers. When pitching to the C-suite, remind them that content marketing is not just another line item. It’s a launchpad to your brand’s future success, and your competitors will be left wondering how you did it.

Thanks for joining us. See you next month.

Stefanie Croley, Project Manager
Amplify by Annex Business Media

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Too Good To Miss

More B2B content marketing stats you should know in 2024
Need more data to back up your pitch? BestWriting.com compiled a list of 45 B2B content marketing-related stats, covering everything from top-performing formats to social media performance. 

The future is personal
HubSpot's 2024 State of Marketing report highlights trending tactics and identifies some of the most common challenges that marketers are facing this year. Naturally, the content marketing section is a personal favourite, with Search Engine Journal sharing insights about how to boost your content's performance. Check it out here

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From Our Files

EEATing your way through Google's content ranking system
With Google's continued priority on helpful content, here's how you can ensure your content meets its standards. Editor's note: There's no real pasta involved in this strategy, but who am I to tell you what to do? 

Video: Harnessing the power of first-party data
For B2B companies, knowing who your current and future customers are is equally as important as capturing their attention. Enter first-party data: the real hero in a digital-marketing strategy. Vesna Moore, Annex Business Media's director of audience development and CASL compliance officer, shares how first-party data creates a seamless journey at each stage of the marketing funnel in this interview


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The Last Word

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Amplify by Annex Business Media is a full-service content studio that takes a journalistic approach to brand storytelling and building connections between B2B companies and their targeted audiences.

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