According to the Content Marketing Institute, 76 percent of organizations plan to produce even more content this year. But how much of that content is actually advancing your organization as a thought leader and adding value to the customer experience? Chances are, not much. Just 30 percent of organizations say they are effective at content [...]
Over the past decade, content has become a critical element for delivering a consistent and compelling customer experience. Roper Public Affairs found that 80 percent of business decision-makers prefer to get company information in articles, rather than advertisements, and 70 percent of them said that content marketing helped them feel closer to the company. In [...]
In the last few years, there has been a universal shift in the focus of B2B marketers to the creation and development of content marketing — so much so that content marketing is now a $40 billion industry. No longer just a “buzzword,” content marketing is now a serious endeavor — an endeavor that research [...]
Content is a critical element of the customer experience — if not one of the most important elements. It plays a vital role in all three phases of the customer journey (self-service, sales and post-purchase). Yet, many B2B marketers find creating original content to be exceptionally challenging, and research shows this to be true. According [...]
We live in an age in which the customer is in control of the buying journey, and yet, according to recent research, most B2B companies are falling short on delivering the experiences customers want. Customers are more educated, more proactive and more autonomous throughout the buying cycle than ever before. Companies can no longer rely [...]
In the new customer experience, prospective customers progress as much as 60 percent of the way through the buying process before engaging with someone from your company. This new self-propelled customer reality has become the norm — not the exception — and is inspiring companies of all sizes to rethink how they communicate and engage [...]
Ask 10 marketers their definition of thought leadership content and you will likely receive 10 different answers ranging from SEO marketing to social storytelling and everything in between. Thought leadership has become such an industry buzzword that its meaning has been lost in the vortex of marketing jargon. The lack of shared understanding among marketers [...]
If there’s a new buzzword in the world of content creation it has to be “repurposing.” It’s that interesting moment that happens after a piece of content has been created, when many B2B marketers say to themselves, “I already have this piece of content — now how can I repackage it for an additional quick [...]
The Brand Storytelling Report 2015, commissioned by the content marketing agency Headstream, found that eight out of 10 people want brands to tell stories, but 85 percent of people surveyed could not remember a good one. So while the call for brand storytelling is strong, few brands are getting it right. In fact, 64 percent [...]
In 2014, “content marketing” became a buzzword amongst B2B marketers. So much focus has shifted to content marketing that according to OutSell Research, it is now a $40 billion industry. Research from Content Marketing Institute found that more than 90 percent of B2B marketers include content in their marketing and 70 percent of them plan to [...]
