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MarketingProfs and the Content Marketing Institute (CMI) have followed up their study of B2B content marketing trends with research into the emerging trends in the B2C
Via Martin (Marty) Smith
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Rescooped by
Ally Greer
from Must Market
October 15, 2013 12:31 PM
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Scoop.it!
Via Martin (Marty) Smith
Ally Greer's insight:
"The narrowing gap proves what most on Scoop.it already know - content marketing is THE MOST IMPORTANT MARKETING your company, brand or personal brand is doing (period, full stop)." - Marty Smith
Notable stats:
-93% of B2B marketers and 90% of B2C marketers use content marketing.
-76% of marketers claim that curated newsletters are their top content marketing tactic.
-Lack of time is the top challenge faced by both B2B and B2C content marketers.
I'm still not convinced that curation is all that new or different than blogging or other online publishing activities. (Blogging is not dead.) Nor am I convinced it is the most important thing you can do in terms of marketing. (And just because "everyone is doing it" doesn't sway me either; like momma always said about if so & so jumped off a bridge...) But I don't think curation can be overlooked much longer. Curation needs to be evaluated for several major factors:
a) can it fit within your scope (Do you have the time & skill set? Can you do this in house or should you hire?)
b) purpose (to maintain existing clients/customers, to reach new ones?)
b) where would it fit? (Not all curation sites are the same; some are more suitable for products, brands, B2B or B2C reach, demographics, etc.)
I'm still not convinced that curation is all that new or different than blogging or other online publishing activities. (Blogging is not dead.) Nor am I convinced it is the most important thing you can do in terms of marketing. (And just because "everyone is doing it" doesn't sway me either; like momma always said about if so & so jumped off a bridge...) But I don't think curation can be overlooked much longer. Curation needs to be evaluated for several major factors:
a) can it fit within your scope (Do you have the time & skill set? Can you do this in house or should you hire?)
b) purpose (to maintain existing clients/customers, to reach new ones?)
b) where would it fit? (Not all curation sites are the same; some are more suitable for products, brands, B2B or B2C reach, demographics, etc.)
While B2B marketers are beginning to adopt B2C best practices when it comes to e-commerce, B2B marketers have traditionally invested more of their budgets into content marketing than their B2C counterparts, making it interesting to see how both sides measure up in this rapidly-growing area. There are many more similarities than one might expect.