Or why Content Marketing needs to grow beyond the marketing team (as I also wrote about in that post). Now, where I disagree with John Jantsch is when he uses the word “creation”. I talk to hundreds of business owners, entrepreneurs and even VP Marketing at larger companies which all tell me how incredibly hard it is to get non-marketers to create content.
Don’t fool yourself: you won’t get everybody to create content.
“This is the fifth year that MarketingProfs and Content Marketing Institute have put together this report on how marketers use content in their marketing mix. With changes in the industry, the report may look a little different than you remember.”
Content Marketing is being adopted very quickly, especially by B2B Marketers. The Content Marketing Institute together with MarketingProfs published this great report that gives many enlightening facts about the key challenges they face and how they resolve them.
Among other great findings, here’s what I found particularly interesting: Continue reading →
Over the past few years you may have noticed a change in the way you are consuming content. With more and more large companies looking to find ways to connect to their ideal consumer there has been a shift in the way content is being developed and shared.Continue reading →
Without a doubt, content fuels your sales pipeline. At least it should.
Whether it’s snackable content for easy consumption, or “heavy” content for persuading peeps to buy from you, your content marketing goals should align with the sales pipeline. Continue reading →
“As content marketing has become a vital strategy for brands and agencies, the need to measure the success of that content has grown as well. An Aberdeen Group report revealed that the most effective content marketers are also those most likely to measure.”
This report by the Aberdeen Group highlights the need to measure results as a key success factor in content marketing.
Beyond this key findings – companies which measure tend to do better – there are interesting numbers as those in the above chart. The companies surveyed in this report had a customer acquisition cost of $20-$30,000.
Jeff Zabin, CEO of Starfleet Media and celebrated business researcher, recently released his 2014 Benchmark Report on B2B Content Marketing and Lead Generation. The report was created with the intention of “provid[ing] a rich, up-to-date snapshot of how B2B companies are creating, licensing and utilizing content assets in their incessant quest to demonstrate thought leadership, raise brand visibility, and, perhaps most importantly, generate qualified leads.”
B2B content marketing is a unique field that’s still constantly developing, and this report has some important insights into it’s current state as well as where it’s headed. I’d recommend reading it for yourself, but in the meantime, I’ve pulled out some of the most interesting statistics and findings. Continue reading →