content marketing - missing the mark - from the economist and flagship consulting
TRANSCRIPT
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Missing the Mark: Global Content Survey of Brand Marketers and their B2B AudiencesBusiness Executives to Marketers: Stop Marketing
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GLOBAL BUSINESS
EXECUTIVES
We surveyed…
500 2
500GLOBAL MARKETERS
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On…
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HOW EXECUTIVESWANT TO CONSUME
CONTENT MARKETING
HOW MARKETERSCREATE
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GLOBAL BUSINESS EXECUTIVES ARE SEEKING SUBSTANCE.
WE FOUND THAT…
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of execs are using
content to research
a new business
idea
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When content is useful…
Contains timely or unique information
Helps to understand a complex issue in simple
terms
IT IMPROVES BRAND PERCEPTION
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But, the hard sell hurts perceptions.
Have been turned off by content that
seemed like a sales pitch
Have been turned off companies because their
content wasn’t perceived to be trustworthy
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MARKETERS ARE EMPHASISING SALES.
WE FOUND THAT…
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of marketers say the primary reason for creating content is to build brand and positive perceptions of the company
Marketers understand the importance of brand.
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But this isn’t reflected in their approach.
connect their content directly to a product or service 93%
75%
say that mentions of their products and services are a frequent part of their content strategy
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And many brands are basing success on sales.
measure the effectiveness of
their content by the number of calls
from prospects or customers
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IT MAY BE TIME TO REVISIT YOUR STRATEGY
So, as the importance of content marketing continues to grow.
of companies surveyed plan to MAINTAIN or INCREASE their
investment in content creation in the coming year.
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Our respondents helped us to discover:
The most effective forms of content delivery
How and where executives access content
The one key characteristic of effective contentThe key challenges content marketers face
For more insights, visit: www.flagshipconsulting.co.uk/EI
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