Content Marketing’s Next Phase

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

By now, most B2B marketers are well-versed in the benefits of content marketing. The initiative has been steadily growing for a few years, and recent research from Curata’s 2012B2B Marketing Trends Report shows that 87 percent of marketers are currently leveraging some form of this tactic.

Content marketing allows marketers to navigate challenges, such as a limited budget and staff,  that would otherwise impact their ability to meet their goals, including driving sales and leads. But aside from driving sales, marketers also cite establishing thought leadership and boosting brand awareness as top marketing objectives. While these goals can be met through content marketing programs, the B2B Marketing Survey found that 43 percent of its respondents do not know whether their content marketing strategies have actually increased inbound leads. Beyond that, the same percentage does not measure the outcome of their content marketing programs.

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