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About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.

Written by: Vickie Sullivan  |  August 22, 2016

The Latest Trends in Content Marketing

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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About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.