The Second Street Practicum Team presented their final recommendations for helping Second Street Marketing move into content marketing. They conducted interviews in Phase I to identify pain points, then tested eight potential products in Phase II. Their survey and experiments showed the Blog Post Popularizer was the most useful and important product. They recommend starting with the Popularizer, then expanding their portfolio in phases.
Digital Marketing Program Evaluation, Maturation and Evolution - A Digital Ma...Mike Corak
Is Your Marketing Mature Enough? Ways to Evolve Your Digital Marketing
Today’s digital marketing world is evolving quickly. Keeping up to date with the latest developments in social media, mobile marketing and search is crucial to staying ahead of your competitors.
Join Jeffrey Rohrs, author of the book “Audience: Marketing in the Age of Subscribers, Fans and Followers,” with panelist: Mike Corak a digital agency veteran as they share their experience in the rapidly evolving world of digital marketing. They’ll expose common digital marketing weaknesses and demonstrate how to turn those into game-changing opportunities.
Attendees will learn:
How to identify common mistakes in digital marketing
How to pinpoint opportunities where none seem to exist
What tactics will help your team successfully plan and execute winning digital campaigns
Where to uncover unique opportunities to jump ahead of competitors.
Jeffrey Rohrs is VP of Marketing for Exact Target and author of the book Audience: Marketing in the Age of Subscribers, Fans and Followers. Mike Corak has developed and implemented winning digital and integrated strategies for hundreds of companies over his 17-year career, including Bank of America, Coca-Cola, ConAgra Foods, FedEx, Farmers Insurance, Nike, Office Depot, and Walt Disney.
ethology, a full service digital agency audits over 100 brands' digital marketing programs annually. Their team stays at the forefront of industry trends, conducts website analyses and audits, and reviews site architecture. It's been noted through these audits that Challenger brands - those competing with industry leaders - have a great opportunity to achieve competitive advantage through thoughtful digital expansion.
Transform your brand to a media company - Community Conference 2014Seismonaut
Content marketing expert Michael Brito, the author of the bestseller "Your Brand - The Next Media Company", was at Community Conference 2014 in Copenhagen on the 3rd of April speaking about the advantages of turning your brand into a media company.
Keyword research, content tagging, and rankings are still important in search, but as engines become more sophisticated and consideration inputs expand, we’re moving closer than ever to realizing a true user-centric search ecosystem where the best answer for that user wins. Your developer still has a seat on the bus, and it’s an important one. But it’s time to make room for some friends.
This presentation covers search, content strategy, social, local, paid search and user experience information about how a cross-discipline search effort is required for top visibility, traffic and conversions. Learn what integration points are most important, see real life client examples, and get tips from the pros regarding how to operationalize your effort.
In this presentation, you’ll:
Learn why a cross-discipline effort is necessary to win today and forward
Receive guidance on what tactics and touch-points teams should rally around
Get advice on how to operationalize the effort
The First Annual Killer Content Awards recognize organizations that have raised the
bar in content marketing tactics. Winners were formally honored at an awards ceremony
April 24, 2012 in New York City at The Times Center, during DemandGen Report’s B2B Content2Conversion Conference, an industry-first educational and networking event focused on helping B2B marketers develop, map, measure and optimize content marketing strategies.
Digital Marketing Program Evaluation, Maturation and Evolution - A Digital Ma...Mike Corak
Is Your Marketing Mature Enough? Ways to Evolve Your Digital Marketing
Today’s digital marketing world is evolving quickly. Keeping up to date with the latest developments in social media, mobile marketing and search is crucial to staying ahead of your competitors.
Join Jeffrey Rohrs, author of the book “Audience: Marketing in the Age of Subscribers, Fans and Followers,” with panelist: Mike Corak a digital agency veteran as they share their experience in the rapidly evolving world of digital marketing. They’ll expose common digital marketing weaknesses and demonstrate how to turn those into game-changing opportunities.
Attendees will learn:
How to identify common mistakes in digital marketing
How to pinpoint opportunities where none seem to exist
What tactics will help your team successfully plan and execute winning digital campaigns
Where to uncover unique opportunities to jump ahead of competitors.
Jeffrey Rohrs is VP of Marketing for Exact Target and author of the book Audience: Marketing in the Age of Subscribers, Fans and Followers. Mike Corak has developed and implemented winning digital and integrated strategies for hundreds of companies over his 17-year career, including Bank of America, Coca-Cola, ConAgra Foods, FedEx, Farmers Insurance, Nike, Office Depot, and Walt Disney.
ethology, a full service digital agency audits over 100 brands' digital marketing programs annually. Their team stays at the forefront of industry trends, conducts website analyses and audits, and reviews site architecture. It's been noted through these audits that Challenger brands - those competing with industry leaders - have a great opportunity to achieve competitive advantage through thoughtful digital expansion.
Transform your brand to a media company - Community Conference 2014Seismonaut
Content marketing expert Michael Brito, the author of the bestseller "Your Brand - The Next Media Company", was at Community Conference 2014 in Copenhagen on the 3rd of April speaking about the advantages of turning your brand into a media company.
Keyword research, content tagging, and rankings are still important in search, but as engines become more sophisticated and consideration inputs expand, we’re moving closer than ever to realizing a true user-centric search ecosystem where the best answer for that user wins. Your developer still has a seat on the bus, and it’s an important one. But it’s time to make room for some friends.
This presentation covers search, content strategy, social, local, paid search and user experience information about how a cross-discipline search effort is required for top visibility, traffic and conversions. Learn what integration points are most important, see real life client examples, and get tips from the pros regarding how to operationalize your effort.
In this presentation, you’ll:
Learn why a cross-discipline effort is necessary to win today and forward
Receive guidance on what tactics and touch-points teams should rally around
Get advice on how to operationalize the effort
The First Annual Killer Content Awards recognize organizations that have raised the
bar in content marketing tactics. Winners were formally honored at an awards ceremony
April 24, 2012 in New York City at The Times Center, during DemandGen Report’s B2B Content2Conversion Conference, an industry-first educational and networking event focused on helping B2B marketers develop, map, measure and optimize content marketing strategies.
Gumtree - Using social intelligence to add value to TV sponsorship Brandwatch
Using social intelligence to join conversations and create unique content - MyCleverAgency shared Gumtree’s determination to present the brand as the true stars of Celebrity Big Brother, by promoting the various ways Gumtree had shaped the series.
Content marketing vendors like Newscred, Contently, Percolate, SocialFlow, OneSpot and Outbrain can help marketers elevate their content marketing game.
Effective Tips to get More Eyeballs on Your TweetsFalcon.io
We’ve been conditioned to think “what’s trending” are the only trends on Twitter. Sure, trending tweets and hashtags are definitely important, but so are the trends you can’t always see, or didn’t know existed. It’s just not enough anymore to only know what people are talking about. To have a successful marketing strategy, you need to look beyond that and at all of the benefits the network can provide for your brand. Twitter joins us live to discuss why social care and consumer engagement have been at the forefront of successful social media marketing.
In this webinar we are diving into:
- New ways to engage with customers and resolve issues
- Creative ways to build lasting online relationships with social care
- Best practices to understanding conversations about your brand
Types of content for various social media channelsIttisa
It is common knowledge that content is king, but every social media platform requires different types of content to work! We breakdown what type of content should be used for which social networking sites.
Paid and Organic Sittin’ in a Tree, K-I-S-S-I-N-GFalcon.io
Digital marketing is not one-size-fits-all. Brands often use a variety of tactics to reach and engage their audience, drive traffic to their site, and increase conversions. Weighing the options between organic vs paid social media? We’ll save you some legwork: you’re probably going to want to do a bit of both. Paid and organic social are different beasts best harnessed for different goals. But for a holistic approach that balances awareness with conversion, it pays off to know the pros and cons of each. Which is better, and what are the differences between the two? This session takes a closer look at paid and organic marketing so that you can have a better understanding of how they work together to create a comprehensive and symbiotic marketing strategy. You’ll learn:
What is meant by organic vs. paid social media strategy
When to use one or the other and why
How organic and paid social media can help fulfill business goals
How to harmonize both to form a winning strategy
Watch On-Demand: https://www.falcon.io/cmp/roi-resources/
Establishing a clear social media policy is important for providing direction to employees who engage on behalf of a brand in social media and for protecting the corporate reputation. Here are a few tips on how to effectively set up and implement your policy.
Informative and useful LinkedIn Webinar: Sophisticated Marketer'ss Guide: The...Sandee Richardson
Part of a LinkedIn's Webinar, the "Sophisticated Marketer's Guide: The Encore," which was a worthwhile investment of time. Informative, with usefull information on how companies can and and should maximize their marketing impact. I realized that my company has only been occupying a tiny part of the broad marketing platform offered to LinkedIn's customers.
Sophisticated Marketer's Guide: The EncoreLinkedIn
LinkedIn's Jason Miller presents The Sophisticated Marketer’s Guide to LinkedIn, a one-stop shop for everything a marketer needs to know about getting the most value from LinkedIn.
The first webinar was such a smashing success; we did it again! You may have heard about this Sophisticated Guide, you may have even read it yourself, but I promise if you haven’t seen the presentation – you’re in for a treat.
Poster describing my approach to teaching social media, which is based on content marketing with a focus on strategic planning tied to business objectives.
Comprehensive report on One Plus Brand which includes detailed website audit, social media benchmarking, value proposition, customer journey, POEM framework, target customers, buyer persona and KPI's used to track campaigns of One Plus brand
How to Build an Effective B2B Content Marketing StrategyDemandWave
We teamed up with our friends at BrightEdge to help you tackle today's toughest B2B content marketing challenges. Watch the webinar on-demand and start creating content that converts!
Gumtree - Using social intelligence to add value to TV sponsorship Brandwatch
Using social intelligence to join conversations and create unique content - MyCleverAgency shared Gumtree’s determination to present the brand as the true stars of Celebrity Big Brother, by promoting the various ways Gumtree had shaped the series.
Content marketing vendors like Newscred, Contently, Percolate, SocialFlow, OneSpot and Outbrain can help marketers elevate their content marketing game.
Effective Tips to get More Eyeballs on Your TweetsFalcon.io
We’ve been conditioned to think “what’s trending” are the only trends on Twitter. Sure, trending tweets and hashtags are definitely important, but so are the trends you can’t always see, or didn’t know existed. It’s just not enough anymore to only know what people are talking about. To have a successful marketing strategy, you need to look beyond that and at all of the benefits the network can provide for your brand. Twitter joins us live to discuss why social care and consumer engagement have been at the forefront of successful social media marketing.
In this webinar we are diving into:
- New ways to engage with customers and resolve issues
- Creative ways to build lasting online relationships with social care
- Best practices to understanding conversations about your brand
Types of content for various social media channelsIttisa
It is common knowledge that content is king, but every social media platform requires different types of content to work! We breakdown what type of content should be used for which social networking sites.
Paid and Organic Sittin’ in a Tree, K-I-S-S-I-N-GFalcon.io
Digital marketing is not one-size-fits-all. Brands often use a variety of tactics to reach and engage their audience, drive traffic to their site, and increase conversions. Weighing the options between organic vs paid social media? We’ll save you some legwork: you’re probably going to want to do a bit of both. Paid and organic social are different beasts best harnessed for different goals. But for a holistic approach that balances awareness with conversion, it pays off to know the pros and cons of each. Which is better, and what are the differences between the two? This session takes a closer look at paid and organic marketing so that you can have a better understanding of how they work together to create a comprehensive and symbiotic marketing strategy. You’ll learn:
What is meant by organic vs. paid social media strategy
When to use one or the other and why
How organic and paid social media can help fulfill business goals
How to harmonize both to form a winning strategy
Watch On-Demand: https://www.falcon.io/cmp/roi-resources/
Establishing a clear social media policy is important for providing direction to employees who engage on behalf of a brand in social media and for protecting the corporate reputation. Here are a few tips on how to effectively set up and implement your policy.
Informative and useful LinkedIn Webinar: Sophisticated Marketer'ss Guide: The...Sandee Richardson
Part of a LinkedIn's Webinar, the "Sophisticated Marketer's Guide: The Encore," which was a worthwhile investment of time. Informative, with usefull information on how companies can and and should maximize their marketing impact. I realized that my company has only been occupying a tiny part of the broad marketing platform offered to LinkedIn's customers.
Sophisticated Marketer's Guide: The EncoreLinkedIn
LinkedIn's Jason Miller presents The Sophisticated Marketer’s Guide to LinkedIn, a one-stop shop for everything a marketer needs to know about getting the most value from LinkedIn.
The first webinar was such a smashing success; we did it again! You may have heard about this Sophisticated Guide, you may have even read it yourself, but I promise if you haven’t seen the presentation – you’re in for a treat.
Poster describing my approach to teaching social media, which is based on content marketing with a focus on strategic planning tied to business objectives.
Comprehensive report on One Plus Brand which includes detailed website audit, social media benchmarking, value proposition, customer journey, POEM framework, target customers, buyer persona and KPI's used to track campaigns of One Plus brand
How to Build an Effective B2B Content Marketing StrategyDemandWave
We teamed up with our friends at BrightEdge to help you tackle today's toughest B2B content marketing challenges. Watch the webinar on-demand and start creating content that converts!
DLSU Manila Technical Digital Marketing GuideJomer Gregorio
March 17, 2017. De La Salle University Manila. I shared my hands-on experience in launching a digital marketing campaign that is compatible for small, medium and large business models.
I offered some technical guide that would allow students to explore the world of digital marketing in a strategic manner.
Thanks to JEMA (Junior Entrepreneurs’ Marketing Association) for inviting me. I hope to see you again soon.
Official pics: https://www.facebook.com/jomerbgregorio/posts/1582066558500957
Tune in to this webinar to hear how revenue-focused marketers are turning the tables on traditional approaches to content marketing — and yielding greater returns from their current programs — by taking tips from the playbooks of digital publishers such as YouTube and The New York Times! http://ow.ly/PutR306d7qU
Devise your Digital Marketing and Content Marketing Strategy - Step-by-Step p...Amit Singh
Digital marketing optimization has become required for Internet marketers who wish to compete successfully. From website visitor to closed business, and with the right tools, every phase can be optimized to reduce cost and increase sales. To excel in this internet-savvy world, digital marketers must stay updated with top digital marketing techniques to optimize internet marketing strategies
Devising your content marketing strategy in the digital age relies on data and technology more than ever before. Technology is used to gather the data, and the data is consumed by more technology to automate and optimize every phase of the digital marketing lifecycle.
Webinar: How Real-Time Content Marketing Can Supercharge Social Engagement eMarketer
eMarketer is pleased to moderate a special webinar presentation by Sysomos that focuses on the best approach to building a responsive content marketing engine, with examples from brands that have already done it.
B2B marketers have finally realized that merely throwing content into the ether is both expensive and wasteful. In this e-seminar, Paul Gillin of Profitecture shares practical advice and examples of creating content that builds trust and attracts customers. To listen to the replay go here: http://bit.ly/contentbyprofitecture
The most successful digital leaders are those Marketers who know how to navigate the existing landscape and opportunities to acquire and connect with customers. As new tech and channels emerge, others opportunities emerge even more quickly for connecting existing channels using proven strategies that maximize marketing ROI, cut through the noise and clutter of advertising, leverage best practices in data-driven marketing, and help your business grow. This fast-paced session will help you keep up-to-speed with the latest industry strategies, insights, trends, and predictions for successful current and future digital marketing tactics.
5. Project
Objectives
Why Content Marketing?
The opportunity to
expand outside of
media, especially
with the rise of
content marketing
Project Phases
The project has two
phases:
1. Interviews
2. Experiments
Deliverables
Recommendation
for a product and a
Next Steps Plan
Project Overview
Help SSM move into
content marketing by
recommending
a product
7. Traditional Marketing:
Folgers Coffee TV Commercial
Content Marketing:
Intelligentsia Coffee’s White Paper
on Brewing Techniques
Content
Marketing
Example
8. ?
What is Content Marketing?
Second Street’s
Target Customer:
1. Licenses software
2. Has an audience/database
3. Passionate about cultivating his or
her community
4. Second Street has domain expertise
16. Phase II:
Eight Products
Content Production
Tracker
Interactive Blog
Post Creator
Interactive
Whitepaper Creator
Interactive
Image Creator
Simple Video
Creator
Audio Converter
Email Platform
Blog Post
Popularizer
17. Phase II:
Eight Products
Content Production
Tracker
Interactive Blog
Post Creator
Interactive
Whitepaper Creator
Interactive
Image Creator
Simple Video
Creator
Audio Converter
Email Platform
Blog Post
Popularizer
19. • Google Analytics
• Google Ads
• Email Collection
Landing
Page
contentmarketingproducts.com
36 subscribers
10.6% returning visitors
Out of those who engaged with our page, the
top products (by click) were the Video
Creator, Email Platform, and Image Creator
88% of users
bounced
Results
20. One Google Ad at a Glance: Email Platform
Google Ad
Ad Text
Budget AdWords Selection Results
24. Industry
Reports
1. Blogging
2. Social Media
3. Case Studies
-LinkedIn Technology
Marketing Community
Top Content
Marketing Tactics:
Frequently Posting
38% of marketers publish
content weekly or more often
53% of all bloggers are
publishing at least weekly
Seeking Resources
53% of content marketers say
the most challenging obstacle to
content marketing success is the
lack of content creation
resources
25. Second
Street’s
Capabilities
Easy to Create Difficult to Create
Content
Production
Tracker
Interactive
Blog Post
Creator Interactive
Whitepaper
Creator Interactive
Image Creator
Simple
Video
Creator
Audio
Converter
Email
Platform
Blog Post
Popularizer
Based on Second Street’s Estimations
28. Blog
Popularizer
Report Card
• Positive GoogleAd & Survey
Performance
• Blogs are Frequently Used
• Widespread Interest
• Added Value
• Many Competitors
• Very Difficult to Create
• Lots of Time and Resources
32. Project
Objectives
Why Content Marketing?
-Expand beyond
media
-Be thought leaders
in the content
marketing world
Project Phases
1. 16 Interviews
2. Experiments &
Six Metrics
Deliverables
Tiered, three phase
plan to break into
content marketing
Project Overview
Help SSM move into
content marketing by
recommending
a product
46. Website
Survey
Survey Summary on Importance of products
Bottom Line: Interviewee Survey is valued more because they are industry experts and the quality of
website responses varies greatly.
52. Google Analytics – Breakdown by Ad
Content Production Tracker
Interactive Blog Post Creator
Interactive Whitepaper Creator
Interactive Image Creator
Simple Video Creator
Audio Converter
Email Platform
Blog Post Popularizer
Interactive Content
Content Marketing
54. Competitive Analysis for Products
Product Competitor Feature/Description Competition Level
Email
Pla(orm
Constant
Contact;
Mail
Chimp;
Campaign
Monitor
Free
Trail;
Real
Time
Tracking;
Email
Template;
100+
Feature
High
Content
Produc@on
Tracker
Scripted;
Harter
Hanks;
Quip
Mul@
Channel
Product;
Centralized
Workflow;
High
Interac@ve
Blog
Post
Creator
Weebly;
Simple
Site
Free
Domain;
Blog
Crea@on;
Life@me
Free;
Medium
1. Interac@ve
White
Paper
Creator
Snap
App
Content
Produc@on
Medium
55. Competitive Analysis for Products
Product Competitor Feature/Description Current Competition
Interac@ve
Image
Creator
II
Creator;
Images
Pike;
(Organic
Result)
Easy
to
Use;
Tag
Image;
Free
Trial
Low
Simple
Video
Creator
Rapt
Media;
Adobe;
Video
Scribe;
Shakr
Video
Report;
Low
Purchase
Price;
Free
Download;
Diverse
Types
Medium
Blog
Post
Popularizer
Acron
Influence;
Influencer
Partnership;
Low
Audio
Converter
NCH
SoWware
50
Free
Download;
5
Free
Audio
Program
Low
56. Competitive Analysis: Competitor Products
Key Word Popularizer;
Topic Trend prediction;
Related Topic Analysis;
Dashboard;
Calendar;
Content Publishing;
Content Analysis;
Influencer
Identification;
Multi Channel Funnel Report-
Show Multi Channel
Contribution;
Conversion Analysis;
58. Industry
Trends
http://www.curata.com/blog/content-marketing-statistics-the-ultimate-list/
• 80% of B2B marketers have a content marketing strategy. (32% documented, 48% not documented) (
Content Marketing Institute/MarketingProfs)
• 72% of marketers have a content strategy in place (30% documented; 42% non-documented) (
LinkedIn Technology Marketing Community)
• Top three things that make content effective: Audience Relevance (58%); Engaging and Compelling Storytelling
(57%); Triggers a Response/Action (54%). (LinkedIn Technology Marketing Community)
• 88% of B2B marketers in North America use content marketing. (Content Marketing Institute/MarketingProfs)
• 76% of marketers are increasing investment in content marketing. (Curata)
• Percentage of B2B marketing budget (not including staff) spent on content marketing: 28% on average.
(Content Marketing Institute/MarketingProfs)
• Over two thirds of companies report their video content budget is increasing. (53% “slightly” and 16%
“significantly”). (DemandMetric)
• 51% of B2B marketers indicate they will increase their content marketing spending in the next 12 months.
(Content Marketing Institute/MarketingProfs)
• 70% of marketers lack a consistent or integrated content strategy. (Altimeter)
• CMOs at the largest technology companies report that building out content marketing as an organizational
competency is the second most important initiative, only behind measuring ROI. (IDC)
• 64% of companies with a documented content strategy have a dedicated content marketing budget, while 14%
of companies without a documented content strategy have a dedicated content marketing budget. (
LinkedIn Technology Marketing Community)
59. Industry
Trends
http://www.curata.com/blog/content-marketing-statistics-the-ultimate-list/
• 18% of companies allocate 10% of their budget (excluding headcount) to content marketing (majority of
responses from 0 to 30%). (LinkedIn Technology Marketing Community)
• The marketing software market is expected to grow to more than $32.3 billion in 2018. It will be one of the
fastest-growing areas in high tech, with a compound annual growth rate (CAGR) of 12.4%. (IDC)
• 77% of marketers will increase content production in the next 12 months (end of 2014 into 2015). (
LinkedIn Technology Marketing Community)
• 56% of leading business bloggers are hiring additional resources in the next 12 months (Curata)
• Top three content marketing objectives: Drive Sales and/or Leads; Engage Customers/Buyers/Influencers; Boost
Brand Awareness. (Curata)
• Top 5 content marketing challenges: Lack of Time/Bandwidth to Create Content (51%); Producing Enough
Content Variety/Volume (50%); Producing Truly Engaging Content (42%); Measuring Content Effectiveness
(38%); Developing Consistent Content Strategy (34%), (LinkedIn Technology Marketing Community)
• Top three goals of content marketing: Lead Generation (59%); Thought Leadership/Market Education (43%);
Brand Awareness (40%). (LinkedIn Technology Marketing Community)
• Marketers’ top needs from a content marketing perspective: Audience Identification & Targeting (67%);
Analytics (67%); Creation (60%); Distribution (53%); Curation & Aggregation (48%) (Altimeter)
• 30% of marketers say their organization is effective at content marketing (
Content Marketing Institute/MarketingProfs)
• The target content marketing mix by superstar content marketers is 65% created, 25% curated and <10%
syndicated content. (Curata)
60. Industry
Trends
http://www.curata.com/blog/content-marketing-statistics-the-ultimate-list/
• Top 5 B2B content marketing tactics: Social Media Content (92%); eNewletters (83%); Articles on your Web
Site (81%); Blogs (80%); In-Person Events (77%). (IMN Inc.)
• 36% of large companies ($500M+ revenue) are producing more than 100 marketing videos annually, versus 5%
for medium companies ($25M to $500M revenue) and 4% for small companies (<=$25M revenue) that are
producing videos at this same pace. (DemandMetric)
• 95% of companies report video is becoming “somewhat” or “far more” important as a form of marketing and sales
content. (DemandMetric)
• Top three content marketing tactics: Blogging (65%); Social Media (64%); Case Studies (64%). (
LinkedIn Technology Marketing Community)
• 38% of marketers publish content weekly or more often. (LinkedIn Technology Marketing Community)
• 53% of all bloggers are publishing at least weekly. (Orbit Media)
• 25% of marketers don’t outsource any content creation. (LinkedIn Technology Marketing Community)
• Top three marketing budget areas that will increase in 2015: Mobile (76% of participants); Content Marketing
(70%); Display Ads (64%). (Act-On)
• Top four digital marketing technologies most useful for data-driven marketing: CRM Software; Marketing
Automation Suite; Email Marketing Software; Marketing Analytics Software. (Act-On)
• 21% of all business bloggers send posts through a newsletter to their subscriber base at least weekly: 39% of
best practitioners do this weekly. (Curata)
• Top three ways bloggers drive traffic to their posts: Social Media Marketing; Search Engine Optimization;
Email Marketing. (Orbit Media)
61. B2B v B2C
Top Priority: Creating more engaging content
• How effective the marketer or what size the company.
• Consistent with our solutions- blog popularizer, interactive blog & whitepapers
2016 B2B and B2C Content Marketing Trends – North America: Content Marketing Institute
62. B2B v B2C
2016 B2B and B2C Content Marketing Trends – North America: Content Marketing Institute
64. CONTENT TYPES BY EFFECTIVENESS
The phase “a picture is worth a thousand words” may not be as applicable to content marketing where
word-intensive articles and case studies rank as the most effective type of content. Instant gratification
content like videos and infographics also rank high on the effectiveness scale.
Ascend2
Survey
Content Marketing Trends Survey, Ascend2 and Research Partners, Published March 2015, N=290
65. Ascend2
Survey
Content Marketing Trends Survey, Ascend2 and Research Partners, Published March 2015, N=290
7
MOST CHALLENGING OBSTACLES TO SUCCESS
Lack of content creation resources is the most challenging obstacle to content marketing success.
There are many options for creating and distributing the volume of relevant and compelling content
required, and 42% say the lack of an effective strategy for accomplishing this is a top obstacle.
66. Ascend2
Survey
Content Marketing Trends Survey, Ascend2 and Research Partners, Published March 2015, N=290
CONTENT TYPES BY DIFFICULTY
The most difficult types of content to create such as videos, webinars and research-based papers
often require resources and capabilities not available in-house.
67. Ascend2
Survey
Content Marketing Trends Survey, Ascend2 and Research Partners, Published March 2015, N=290
Lack of content creation resources is a reality for a majority of marketing departments. However,
lack of an effective strategy is also a top obstacle to success. Planning an effective content
marketing strategy requires a balance of what is most effective with what is realistic to create.
68. Ascend2
Survey
Content Marketing Trends Survey, Ascend2 and Research Partners, Published March 2015, N=290
quantitative context by experienced analysts and reported objectively.
This survey was conducted online from a panel of more than 50,000 US and internati
business professionals representing a range of demographic roles, channels and com
Number of Employees
More than 500 22%
50 to 500 21%
Fewer than 50 57%
Role in the Company
CEO / COO / CMO / CSO etc. 35%
Marketing VP / Director / Manager 33%
Sales VP / Director / Manager 8%
Marketing or Sales Staff 15%
Other 9%
Primary Marketing/Sales Channel
B2B (Business-to-Business) 74%
B2C (Business-to-Consumer) 26%
73. From our interviews, we observed…
51 Different Software Solutions
7 Different Software Solutions Per
Company (on average)
+180 Different Software Solutions In
the Market
74. Overall
Observations
1. Content Marketers evolve.
2. Most companies are early in the
process.
3. B2B and B2C ecommerce tend to
be further along.
4. Content Marketing for big
companies is difficult.
5. You have to use a lot of software.
6. There are a lot of pain points so
there are plenty of opportunities.
75. Manage Production
Create Content
Publish
Promote
Campaign Tracking
Complex Lead Scoring
ROI Calculation
Handoff Leads to Sales
Plan Content
Determine Formula for
Content Success
Strategic Prioritization
of Content
Behaviour Tracking
76. Just Make
Content
Care About
Quality Content
Sales
Connection
1
2
3
4
5
6
7
8
Number of
Companies
Where are Companies in their Content Marketing Evolution?
5
8
0
Process
Optimization
Organization
Optimization
5
1*
77. Manage
Production
Create
Content Publish Promote
Campaign
Tracking
Complex Lead
Scoring
ROI
Calculation
Handoff Leads to
Sales
Plan
Content
Formula for
Content
Success
Strategic
Prioritization
of Content
Behaviour
Tracking
Google Docs
Trello
Crescendo
Canva
Adobe
Suite
GoToMeeting
Marketo
Hubspot
Wordpress
Buffer
Google
Analytics
79. Most Painful Points
1. Can’t Track the Bottom Line ROI
2. Tracking Content Production
3. Creating Content Takes a Long Time
4. Repetitive work with creating/publishing/promotion
5. Hard to Figure Out How to Get Content More Popular
6. Hard to Figure Out Which Content Types are Better for
Leads
7. So many different software tools.
8. Hard to decide upon right promotion strategy and how to
different channels interact
9. Difficult to maintain a consistent message that fits our
brand across all content
