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It must be: In short, if you want your brand to be well-regarded by your audience, give it something valuable. That’s a pleasant surprise considering how often we hear that marketing and sales teams need to do a better job of communicating.But relatively few B2B content marketers research their audience by talking to their customers.That’s because customers can tell you directly about their needs and preferences.
Don’t assume, for example, that content type buckets with a less than 50% increase won’t be valuable for your organization.
Experimentation plays a big role in any content marketing initiative.
Of course, you want your content to get found, consumed, discussed, and/or shared, to generate action by your audience.
You want the right people to find value in your content and subscribe to it.
Some arrange phone calls with prospects and customers directly.
Take advantage of in-person events your audience members attend to talk to them.This year, we made a significant change in the methodology.We limited the survey to respondents whose organizations have used content marketing for at least one year.Fifty-eight percent of respondents say they’ve used content marketing successfully to nurture subscribers, audience, or leads in the last 12 months.The top two methods are email (87%) and educational content (77%).We organized content types into six “buckets” to examine broader use trends.As shown in the chart, more than 50% of respondents increased their use compared with a year ago in three content buckets: Which content types will generate the best results for your organization depends on many factors – the nature of your business, the demographics and preferences of your audience, your goals, etc.Pay attention to your audience’s changing preferences, though, to spot new opportunities.Given the fierce competition in inboxes these days, you might consider experimenting with other channels, such as the blend of email and SMS messaging, as Ardath Albee described in a talk earlier this year.How content marketers reach those audiences, where they’re investing to do it, and what they’re most concerned about are a few of the new findings presented in CMI and Marketing Profs’ ninth annual B2B Content Marketing 2019: Benchmarks, Budgets, and Trends—North America reportsponsored by Conductor.We present the research every fall to help content marketers plan for the coming year.