Source: DemandGen report (http://www.slideshare.net/G3Com/content-preferences-surveyfinal)Source: Breaking out of the funnel http://www.genius.com/media/pdfs/mgResources/DGR_GeniusWP_3-11.pdf
Source: The 2012 State of Inbound Marketing (www.HubSpot.com/SOIM)
Campaigns are temporary, while the Internet is forever: The Internet’s permanence means that content marketers create can last forever. Think about it this way: The ads marketers created in 2006 and had printed in newspapers or shown on TV are gone. But a blog post or video from 2006 is still alive in cyberspace. This makes consistency so much more important. Marketers have to be committed to the brand. With all that content available to anybody, marketers don’t want some messages with one voice and others with another. Inbound marketers need to create a steady flow of leads by concentrating more on creating, publishing and promoting evergreen content rather than campaign level content. The latter gets washed away with the rising and lowering tides. Evergreen content lasts and continues driving inbound leads forever.Campaigns are about the company, but inbound marketing focuses on the customer:The customer now is in control and has all sorts of technology to avoid advertising. Marketers need to have a customer’s permission. That means marketers must tailor messages so they are about the customer.What types of evergreen content should you focus on? High quality blog articles that are personally focused and optimized with the right context for the person — including pain points and a clear call-to-action to some kind of down-the-funnel driving activity — and social proof. The ability to share the content easily also is important.Campaigns are slow, but today conversation is dynamic: In the past, marketers would stop and start messages. Now, people expect that once you start talking to them, you will continue. For example, once someone starts following a company on Facebook, they don’t expect you to stop showing up. They want to engage.