Close
Join 237,000 weekly readers and receive practical marketing advice for FREE.
MarketingSherpa's Case Studies, New Research Data, How-tos, Interviews and Articles

Enter your email below to join thousands of marketers and get FREE weekly newsletters with practical Case Studies, research and training, as well as MarketingSherpa updates and promotions.

 

Please refer to our Privacy Policy and About Us page for contact details.

No thanks, take me to MarketingSherpa

First Name:
Last Name:
Email:
Text HTML
Jun 12, 2012
Article

Marketing Research Chart: Develop your audience with top content marketing tactics

SUMMARY: Does your organization have the right approach to content marketing? We asked 1,745 B2B marketers to tell us about the best content marketing tactics to engage and maintain their B2B audiences. See if your B2B content tactics measure up.
By Jen Doyle, Senior Research Analyst

Marketing Research Chart: Top content tactics for engaging your B2B audience

Q. What content marketing tactics have been the most effective to get your audience to engage?

View Chart Online

Click here to see a larger, printable version of this chart



We asked survey participants to indicate what they believed to be the top content marketing tactics to get their audience to engage.

Our top two tactics received almost identical response levels. Use of a multichannel messaging strategy narrowly claimed the top position. Improving thought leadership earned the second position.

When an organization gains thought leadership, its audience will naturally follow them, and view them as a trusted resource. Using a multichannel messaging strategy can support thought leadership by communicating the same message across multiple mediums. This tactic also enables organizations to deliver messages to audiences via their preferred channels.

In today’s market, it is essential for all marketing to focus all communications on the buyer -- their challenges, preferences, behaviors, etc. A traditional, one-size-fits-all approach is becoming less effective as buyers continue to expect more from brands.
Segmenting the delivery of content is a best practice to improve relevance and quality of communications sent to audience members -- another great way to build trust.

For additional research data and insights about B2B marketing, download a free executive summary from the 2012 B2B Marketing Benchmark Report: Research and insights on attracting and converting the modern B2B buyer.

Useful links related to this research

Join us at this year’s B2B Summit 2012 in Orlando, Fla., August 27-30.

Content Marketing: Mindjet’s infographic strategy boosts blog traffic 420%, Facebook views 313.4%

Brand-side Marketing How-to: 6 content marketing lessons learned from a B2B IT company

Content Marketing: Focus on value, not length

Content Marketing: Unbranded company blog boosts B2B agency's revenue 15%

Post a Comment

Note: Comments are lightly moderated. We post all comments without editing as long as they
(a) relate to the topic at hand,
(b) do not contain offensive content, and
(c) are not overt sales pitches for your company's own products/services.










To help us prevent spam, please type the numbers
(including dashes) you see in the image below.*

Invalid entry - please re-enter




*Please Note: Your comment will not appear immediately --
article comments are approved by a moderator.