Content marketing is the creation and sharing of information to generate interest in a product or service. Despite over 73% of B2B companies utilizing content marketing as a part of their marketing strategy over half do not have a documented plan. Just like your marketing and media plan, a documented content strategy plan is necessary and should be included in your overall marketing plan (and budget) in order to measure success.
Randomly posting something to Facebook or LinkedIn won’t cut it! If your goal is brand building, relationship building, sales, thought leadership and/or lead generation, a consistent flow of valued information to your target audience is critical. Marketers use a variety of outlets to disseminate content and just like media there needs to be an integrated approach as everyone consumes information differently. Although videos and in person events can be more impactful, in many cases it doesn’t take much longer to repurpose a case study to an eNewsletter to a blog to a social media post.
Do you have a dedicated person overseeing your content management strategy?
Fact Source: Advertising Age : B2B Marketing Fact Pack