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The Summer of My Bliss... Content!
A couple of weeks ago, I met with two B2B companies. In each meeting, the subject of content came up as a major thread of discussion. Which isn't surprising, I suppose, since content is increasingly a cornerstone of how organizations of all stripes and colors and sizes are building relationships with customers and growing their companies online. A survey that MarketingProfs conducted in the spring (together with Junta 42) bears that out. Nine in 10 B2B marketers surveyed said they are using content marketing to grow their businesses. The most popular tactics are social media (79%), articles (78%), in-person events (62%), and e-newsletters (61%). Meanwhile, the most popular social media platforms that B2Bs are using are Twitter (55%), Facebook (54%), and LinkedIn (51%). Blogs are used by half (51%), and YouTube by more than one-third (38%). Although mobile is a hot topic of discussion, it is used only by a small minority (11%). What's also interesting is that while businesses are all over content marketing, many are still unsure about the effectiveness of individual tactics and channels, not to mention how to measure them. For example, among those who use content marketing, 79% have adopted social media but only 25% say the tactic is effective. Another interesting finding came in response to the question, "What's your biggest challenge with content marketing?" For those with content marketing strategies in place, the greatest challenge is "producing the kind of content that engages prospects and customers" (36% of respondents). Intrigued? Yeah... me, too. We'll be sharing more of this survey over the next several weeks. So stay tuned!
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