B2B marketers are in the hot seat. As the customers’ buying journey shifts online, B2B marketers must exert influence and build trust with their prospects in a new way.
If you are an Australian marketer, chances are you’re currently wondering how to improve your content marketing strategy.
In a recent survey of Australian marketers by the Content Marketing Institute (CMI) and Association for data-driven Marketing and Advertising (ADMA), 96 per cent were found to be investing in content marketing, and 61 per cent plan to ramp up spending in 2014.
Yet just 29 per cent believe their content efforts are effective. It’s perhaps not surprising; CMI’s founder and CEO, Joe Pulizzi, describes content marketing as being in the “early adoption phase” and requiring new types of customer engagement measurements, internal skillsets, attribution models and technology. So how can you ensure you don’t fall into this camp and improve your chances of success?
ADMA CEO, Jodie Sangster, highlights three key areas where marketers are vulnerable and need to focus. The first is producing compelling content that resonates with end users. Many marketers still walk into the trap of delivering glorified sales brochures, rather than producing content customers will find useful, and half still haven’t invested in a documented content strategy linked to business objectives.
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