The internet completely disrupted the way customers research products and make purchasing decisions. Historically, companies relied on traditional sales and advertising tactics such as TV and print ads or face-to-face relationship building to drive sales. But the internet made information broadly available so people can do their own research without needing to engage directly with an organization unless they actually want to.

That is why the importance of content marketing has dramatically increased in recent years. Compelling content gives organizations a way to reach buyers who are independently researching a potential solution to a specific problem or need. When companies deliver high-quality content that establishes credibility, this can motivate prospects to reach out to learn more and ultimately convert.

Content marketing is particularly important in B2B where buying is complex and sales cycles are long. B2B buyers often conduct extensive research prior to buying because they need to know they can trust a company before making (often expensive) purchases on behalf of their businesses. The right piece of content can be an important factor that leads a prospect to choose one company over another.