By Jen Doyle, Senior Research Analyst
Marketing Research Chart: Top content tactics for engaging your B2B audienceQ. What content marketing tactics have been the most effective to get your audience to engage? 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
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