Channel diversity

Channel diversity is key for content marketing success

A new study has confirmed what many marketers suspected; companies sharing their content through different online channels are achieving a much better brand position than those who don?t use the right tools to reach their audience.

A recent report by the Content Marketing Institute (CMI) found that, despite the fact that 60% of B2B marketers plan to include content marketing as part of their strategy within the next 12 months, not many of them take advantage of the benefits of channel diversity.

?Successful content marketing requires the right tools to support it, but, with the marketing technology space getting so crowded, it can be difficult to select the right platforms to deliver content to the audiences that matter,? said Joe Pulizzi from the CMI.

Get read, get shared

No matter how good your content is, nobody will be able to enjoy it if it doesn?t reach your target audience. Using social networks is therefore as important as creating quality SEO content.

In addition, a visual infographic created by BlueGlass Interactive showed that nine out of ten of B2B marketers do already create content marketing in some shape or form.

Regarding the most popular content marketing tactics, figures revealed these are the most used:

  • 79% use article posting
  • 74% of them turn to social media
  • 65% use blogs to share their content
  • 63% rely on e-newsletters
  • 58% publish case studies
  • 56% of marketers perform in-person events

When asked why their perform content marketing, 69% of marketers responded that brand awareness was their main goal, 68% said it is customer acquisition, 67% were looking to generate leads and 62% responded they use content marketing to improve customers loyalty and retention.

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