Be Heard: content marketing during the content marketing boom

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Be Heard: content marketing during the content marketing boom

  1. 1. Be Heard: Content Marketing During the Content Marketing Boom
  2. 2. In the beginning, there was the marketing funnel…
  3. 3. Trade Publications Company White Paper Sales Call
  4. 4. Now there’s the always-on consumer-led economy.
  5. 5. About 70% of the buying cycle is complete before customers engage with sales.
  6. 6. About 70% of the buying cycle is complete before customers engage with sales. 89% of top performing companies are adopting new strategies for enhancing the customer experience.
  7. 7. And a deluge of marketing content.
  8. 8. 93% of B2B marketers are using content marketing.
  9. 9. 93% of B2B marketers are using content marketing. 73% are creating more or significantly more content than a year ago.
  10. 10. 93% of B2B marketers are using content marketing. 73% are creating more or significantly more content than a year ago. But only 42% rate their content marketing as effective.
  11. 11. And we are far from alone.
  12. 12. Every day 92,000 articles are posted to the Web.
  13. 13. Every day 92,000 articles are posted to the Web. 27 million pieces of content are shared every day.
  14. 14. Every day 92,000 articles are posted to the Web. 27 million pieces of content are shared every day. The amount of available Web-based content is doubling every 9 to 24 months.
  15. 15. Every day 92,000 articles are posted to the Web. 27 million pieces of content are shared every day. The amount of available web-based content is doubling every 9 to 24 months. 2.5 quintillion bytes of information are created daily.
  16. 16. Be Heard. Know your audience.
  17. 17. Be Credible. Know your brand position.
  18. 18. Be Distinctive. Know your ‘only.’
  19. 19. Be Substantial. Know your strengths.
  20. 20. Be Focused. Know your niche.
  21. 21. Be Part of the Community. Know what others are saying.
  22. 22. Be bold.
  23. 23. Jeff Pundyk VP Content Marketing and Strategy jeffpundyk@economist.com @jpundyk VIDEO CONTENT ADVOCACY ADVERTISING EVENTS RESEARCH

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