Marketers spent more than $40 billion on custom media in 2011. B2B marketers are allocating one-third of their budgets to content marketing, and more than half plan to increase content marketing spending in 2013. However, as many IT marketers are discovering, content marketing is a complex practice that requires insights not just into what type of content to develop and deliver, but when and how to deliver these assets to ensure maximum engagement.
This whitepaper will provide you with:
- A better understanding of the role content consumption plays in the purchase process for major technology products and services.
- Important insights on creating distinctive and high impact content marketing campaigns that create high levels of engagement with IT decision-makers, driving awareness, trust, and, most importantly, sales.
- Tips on delivering the right content—in context—to make your brand message stand out in an increasingly crowded landscape.
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Many marketers have moved past a direct-response-centric model for online display advertising, recognizing that despite low clickthrough rates, banner ads also have a branding effect. And research suggests that adding rich media or video to those banner ads can improve both types of response—increasing the likelihood users will click the ads as well as boosting the lingering brand awareness that results from viewing.
Marketers buying print or TV ads are often stuck with the same creative for the entire campaign lifecycle, even if periodic brand-health metrics show low favorability toward the campaign or poor ad recall.
But online, marketers increasingly look to swap out creative based on performance—and may even run hundreds of creative iterations that can be tailored to unique audiences through dynamic creative optimization.
When it comes to branding, the larger danger is spending too much, rather than spending too little.
It’s a myth that having lots of brands and plenty of branding is good for business. After a certain point, both brands and branding cease to be useful–and, in fact, can be positively toxic. To understand why, though, it’s first necessary to differentiate between “brand” and “branding.” You’ll see why in a minute.