Content Marketing Takes The Lead

Marketers are often seen struggling with content marketing execution. According to CMI's 2015 "B2B Content Marketing Benchmarks and Trends" only 21% of the content marketers report that they are successful at tracking ROI, whereas 62% of the marketers felt that their efforts were ineffective.

The report also found that in comparision to articles and blog posts (most commonly preferred by content marketers) videos are more successful at gaining attention of the decision makers which is your target audience.

The report states backs the above statement with the points given below. The points are from a study conducted by Cisco, according to which by 2017:

  • Videos will account for 69 percent of all consumer internet traffic.
  • Though 32 percent of marketers are allocating more budget to video production in 2015, articles and blog posts are where the majority of additional budget is being spent (48%).
  • Similarly, whitepapers (29%) and webinars (29%) maintain a high level of importance for content marketing efforts, thus making them effective for lead generation.
  • In order to create and advertise the assets to fuel content marketing efforts, the majority of marketers (31%) are pulling from demand generation or brand and communication budgets.

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