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Article Posting, Social Media, Blogs Among Most Popular Content Marketing Tactics, Study Says

Posted on: August 13th, 2012 by credit

A study completed by Content Marketing Institute (CMI) in 2011 revealed interesting shifts in the way industries perceive and use content marketing for the growth of their businesses.

According to the 2012 B2B Content Marketing report, with more than a thousand of marketers surveyed from various industries across the globe, article posting (79%), social media (74%), and blogs (65%) remain the three most popular content marketing tactics employed by B2B marketers. Meanwhile, blogs, videos, and white papers increased in usage. That means, more businesses have employed these content marketing tactics in 2011 compared to 2010.

In terms of effectiveness, in-person events, webinars, case studies, and research reports were rated by the respondents as the most effective tactics. However, the results also showed that marketers have more confidence now in the effectiveness of blogs, which has the biggest growth of 45%, case studies, videos, and webinars.

The study also measured the challenges that marketers face with content marketing. The top challenges cited are producing the kind of content that engages prospects/customers, producing enough content, and budget to produce content. Some of the respondents explained these issues further saying that it takes time to engage prospects and that they need to find time to create content. Some also cited the problem in human resources that there’s not enough people to work the content. Others find it difficult to produce “emotionally compelling” content.

Zooming in to the automotive industry, dealers also experience the same challenges in providing content for their own web pages and blogs. In effect, many of them do not see these channels as effective in producing internet leads. For dealers content marketing challenges, here are some tips:

  • If you find it difficult to produce compelling content, write about relevant topics that you think are interesting and useful for online car shoppers. Examples of such content are car reviews, car financing information and advice, car buying tips, automotive news, and the like. Keep in mind, though, that there is no easier way to do this. Providing relevant, fresh, unique, and useful content as frequently as daily requires hard work.
  • Allot more funds for content marketing. Be part of the 60% who said in the survey that they will increase their budget for content marketing for the next 12 months. If you have more funds, you can hire more people to work the content for you, solving the human resource problem.

Keep in mind that in reality, the effectiveness of a marketing strategy is all about what and what not works for you. There is still a possibility that article posting, social media, and blogs will not work for you. Take the time to experiment on other tactics and consistently measure results to see what works best for you—that means generating more internet leads and experiencing sales boost.

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