BtoB

The trend toward content marketing

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We have all noticed the proliferation of content being disseminated by others in our niches. What is eye-opening is the rate at which content marketing is growing. Last month, BtoB released its first-ever research report on the topic— “Content Marketing: Ready for Prime Time”—based on an online survey of 440 b-to-b marketing professionals. The results clearly show the level to which marketers have adopted content marketing. Only 7% of those surveyed said they are doing no content marketing. Conversely, 34% stated that content marketing is “very” or “fully” integrated into their sales and marketing efforts. Where do they see content marketing having the biggest impact? Fifty-one percent cited lead generation; brand awareness was second at 38%. In the past, marketers typically drove brand awareness and leads by using different marketing opportunities offered by media companies. Now, many have taken to using their own content as their “media partner.” They use various distribution channels, including media companies, to get the content out. Social media ranked as the most used channel (cited by 80% of respondents), followed by online articles (74%), email newsletters (65%), white papers (60%), blogs (58%) and video (57%). I know many of us are losing revenue to these new content offerings, but many are finding new ways to bring marketers' content to our audiences as well as help them create new content or even license our existing content. Content marketing is here to stay, and we need to innovate around it.
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