I just watched a great webinar yesterday by MarketingProfs (hosted by Marketing Cloud) that was full of great content. Speaking of content…this webinar was all about content marketing and there were some really interesting findings in the research they reported that I thought would be beneficial to you.
MarketingProfs found that the top organizational goals for content marketing was awareness (78%), followed by customer retention/loyalty (69%), and lead generation at 63%. Driving Web site traffic, thought leadership, and lead nurturing were in the 50 percentile. I thought this was interesting for organizations looking to build brand awareness.
As far as tactics for B2B content marketing, social media (non blogs) was at the top (79%). Article posting and, surprisingly, in-person events closely followed (62%). Moreover, in-person events ranked #1 (58%) in terms of the most effective content marketing tactic. This factoid sparked my interest especially considering how interactions seem to be getting more and more impersonal these days and considering that in-personal events seem to be on the decline these days because of tight budgets. Following that were eNewsletters (41%), article posting (40%), case studies (36%), Webinars (30%), white papers (28%), videos (28%), and blogs (25%) in terms of most effective tactics. Some of these were surprising to me and will help me in my marketing plans for next year. Hopefully they will be of use to you.
What content marketing tactics do you find the most effective and how do you measure those tactics?