by Jen Doyle, Senior Research Analyst

The most effective tactics for developing marketing content


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Many organizations have a library of marketing content at their disposal, including press releases, blog posts, whitepapers, etc., and this content typically only reaches a small percentage of an organization’s target audience. This is why repurposing and reformatting existing content has been rated as the most effective tactic in helping organizations develop marketing content and messaging.

Recruiting authors internally from other departments can be a tactic that is not always well-received by individuals outside of the marketing department. Despite the sometimes challenging task of recruiting new authors, 48% of B2B organizations still find this to be an effective tactic.

Outsourcing to a consultant or agency has not been rated as a highly effective tactic. Developing marketing content requires an in-depth knowledge and understanding of the brand and its target audience and at times, this can be difficult for a consultant or agency to acquire. Only when an organization finds a consultant or agency that is a good fit for their organization can this be an effective means of producing marketing content and messaging.

For additional research data and insights about B2B marketing, download and read the free Executive Summary from the MarketingSherpa 2011 B2B Marketing Benchmark Report.


Useful links related to this chart

MarketingSherpa/MarketingExperiments Optimization Summit 2011

Members Library -- How and When to Use Content in the B2B Sales Process

Members Library -- MarketingSherpa’s Take on B2B in 2010: Part two -- marketing automation and lead generation content

MarketingSherpa 2011 B2B Marketing Benchmark Report

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