Written by: Vickie Sullivan | August 22, 2016
The Latest Trends in Content Marketing
Because we use content to market our thought leadership, it behooves us to pay attention to the trends. What I like about the latest study from Ascend2: The majority of respondents come from the B2B field and most are directing the action. Trends we should care about:
• Increasing web traffic is no longer enough. The bar has been raised. Content marketing is now expected to generate leads and improve customer engagement.
• The biggest barriers are lack of effective strategy and content creation resources, tied at 48%. If that’s not an open invite to marketing experts, I don’t know what is.
Related: Two Ways to Make Your Manifesto Go Viral
• Research reports are tops for effectiveness, while webinars and newsletters are at the bottom of the list. It appears fact-based content is hot again.
Buyers understand that content marketing is critical yet time consuming. The most effective tactics drive the need for outside resources. I see lots of opportunities in these findings. Proceed accordingly.
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