Integrating customer journey into B2B website content

Abstract

Content marketing is a new term that has developed within recent years. It requires customer-centric approach, and increases the necessity to map customer journey. This is especially important for business-to-business (B2B) companies. The research shed some light on integrating the customer journey into B2B content strategy by analysing 38 global B2B industrial companies. The results have several implications. First, it shows that the leading B2B industrial companies do consider the customer journey in their marketing strategy; however, ignore an appeal of many marketing experts in this field. Second, the results show the importance of focusing not just on certain content types, but to manage content strategy according to the goals of the customer journey. Third, the research illustrates cross-regional in the integration of the customer journey in B2B content marketing. The paper focuses only on the companies' web-sites, what represents the main limitation.