Twitter Facebook LinkedIn Flipboard 0 Quality content is becoming more important than marketing budgets. Here’s why. In marketing, one of the biggest shifts created by the internet is from space to attention. Before the Internet, marketing’s core constraint was space. That could include the size of an ad, the length of a TV or radio commercial, the dimensions of a direct mail piece, etc. Money was the most important factor. With the Internet, there is almost no space constraint. Websites can have a nearly infinite number of pages, multiple emails can be sent, videos can play for hours. Quality content is now what matters in marketing. As a result, attention has become the core constraint of marketing. That’s why great content, rather than money, is now the coin of the realm in marketing. Guy Kawasaki says “If you have more brains than money, you should focus on inbound marketing. If you have more money than brains, you should focus on outbound marketing.” Similarly, HubSpot CEO Brian Halligan likes to explain (with the accompanying visual) that success in marketing now has more to do with the size of your brain rather than the size of your wallet. Because of marketing’s shift from size to attention and the resultant demand for quality content, B2B marketing priorities and behavior are changing. According to Content Marketing Institute, 60% of B2B companies plan to increase their content budgets over the next year. The sales cycle is 60% through before a buyer first talks to a sales person, according to Corporate Executive Board. The Internet has empowered the buyer with much of the information that they previously had to elicit from sales people. That’s why sales is engaging much later in the buyer’s purchase steps. What’s to fill the void? Content is increasingly needed to help influence prospects to become leads and then customers. What’s more, according to HubSpot’s State of Inbound Marketing Report, leads generated with inbound marketing cost 61% less than leads generated through traditional, more interruptive outbound marketing. So instead of “renting” space in advertising, with content marketers are creating long-lasting assets that can attract prospects, convert them into leads and help to become customers. What say you? Please join the conversation below. And if you found this helpful, please consider sharing it with your network. photo credit: AJ_UK via photopin cc Twitter Tweet Facebook Share Email This article originally appeared on The Artillery B2B Marketing Blog and has been republished with permission.Find out how to syndicate your content with B2C Author: Kane Pepi Kane Pepi is an experienced financial and cryptocurrency writer with over 2,000+ published articles, guides, and market insights in the public domain. Expert niche subjects include asset valuation and analysis, portfolio management, and the prevention of financial crime. Kane is particularly skilled in explaining complex financial topics in a user-friendlyView full profile ›More by this author:VoIP Basics: Everything Beginners Should Know!Bitcoin Investment, Trading & Mining: The Ultimate Guide for BeginnersIs This a Better Way to Set Your 2020 Goals and Resolutions?