According to BtoB's study, high-budget content marketers are highly focused on using content marketing to boost lead generation. Among this subset, 28% said lead-gen is their most important content marketing objective, versus 25% of marketers overall. And they value Web traffic volume much more significantly, 62% versus 56%.
High-budget marketers also highly value content marketing's ability to bolster brand trustworthiness, seeing it as a means to alter the conversation, to inspire loyalty and reorders, to prompt brand devotion, and to edge out the competition.
This is only possible through a commitment to high-quality content, Pulizzi said.
“My assessment of best-of-breed content marketers is that they're creating little media companies in-house,” he said. “If you're going to create a piece of content, you have to go in with the vision that you will be the leading information provider in your niche.”
BtoB's study also found that high-budget content marketers value the volume of sales leads to a greater extent than marketers overall, as well as inbound linking, downloads and time spent on site.
BtoB surveyed 440 b-to-b marketing professionals online in April and May. For more information or to download the study, visit www.btobonline.com/