Post by account_disabled on Dec 19, 2023 7:18:03 GMT
Content marketing is where the problem lies in digital marketing, and in particular in BtoB. Several studies, published in particular by the AMA (Association of American Marketers). The results are clear: most BtoB content misses its target. Marketing Directors notice that they have no results. But beyond this observation, the majority say they are unable to measure the effectiveness of their efforts in this area. And this trend is increasing over time. This is confirmed by the annual survey of the CMI (Content Marketing Institute): only 1/3 of the marketers surveyed think that their content strategy is successful. It should be noted that the question asked is their own assessment of the success of their strategy and not the actual effectiveness. The numbers can be aligned. Or not. When it comes to content marketing, forget your old reflexes and adopt a strategy resolutely focused on “intentions”.
Content marketing is one of the main levers of digital marketing. Corporate spending in this area is expected Email Data to reach $300 billion in 2019 worldwide. The creation and sharing of content written to attract and retain an audience on a site has become in just a few years central elements of the marketing mix of companies' digital strategies. Several causes can be highlighted: – a change in attitude towards traditional advertising: consumers reject promotional content. This is even more true among “millennials”, who 84% do not trust advertising. . – Generation Z 's purchasing decisions are no longer influenced by advertising. – Ad blockers were installed on more than 600 million devices at the end of 2017. – The equivalent of 91% of digital advertising spend is viewed in less than a second, representing a waste of $38 billion in 2017. Content marketing is therefore supposed to respond to these challenges: anyone who trusts a company to provide information will be more likely to purchase its products, which is essential as the effectiveness of traditional marketing is declining.
Other figures to take into account: – a consumer consumes more than eleven pieces of content before making a purchasing decision, according to Forrester. – In B2B, content builds credibility, for 95% of buyers. – 85% of Internet users ignore paid advertising and focus on organic results. While 28% of marketers have success with content marketing when it comes to reaching consumers, it turns out that only a third of them have a structured approach, 43% don't. results while 68% pay to distribute their content. In the B2B field, although 39% of marketers have a structured approach, more than half do not measure their results and only a quarter of them believe their approach is successful, according to the Content Marketing Institute. In total, 200 billion dollars are therefore invested each year, including around 150 billion spent without any evaluation of the results. Notoriety, insufficient on the Internet Notoriety is important.
Content marketing is one of the main levers of digital marketing. Corporate spending in this area is expected Email Data to reach $300 billion in 2019 worldwide. The creation and sharing of content written to attract and retain an audience on a site has become in just a few years central elements of the marketing mix of companies' digital strategies. Several causes can be highlighted: – a change in attitude towards traditional advertising: consumers reject promotional content. This is even more true among “millennials”, who 84% do not trust advertising. . – Generation Z 's purchasing decisions are no longer influenced by advertising. – Ad blockers were installed on more than 600 million devices at the end of 2017. – The equivalent of 91% of digital advertising spend is viewed in less than a second, representing a waste of $38 billion in 2017. Content marketing is therefore supposed to respond to these challenges: anyone who trusts a company to provide information will be more likely to purchase its products, which is essential as the effectiveness of traditional marketing is declining.
Other figures to take into account: – a consumer consumes more than eleven pieces of content before making a purchasing decision, according to Forrester. – In B2B, content builds credibility, for 95% of buyers. – 85% of Internet users ignore paid advertising and focus on organic results. While 28% of marketers have success with content marketing when it comes to reaching consumers, it turns out that only a third of them have a structured approach, 43% don't. results while 68% pay to distribute their content. In the B2B field, although 39% of marketers have a structured approach, more than half do not measure their results and only a quarter of them believe their approach is successful, according to the Content Marketing Institute. In total, 200 billion dollars are therefore invested each year, including around 150 billion spent without any evaluation of the results. Notoriety, insufficient on the Internet Notoriety is important.