June 12, 2012

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?

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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.

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