A highlighted story, video or topic of the week
Content Marketing That Truly Engages
March 9, 2014
Last fall, I had the pleasure of assisting with a unique forum that brought together media professionals and marketers to discuss strategies. The hot topic that day was something still buzzing around:
There are plenty of stats about content marketing, but one interesting figure is that only 44 percent of b2b marketers have a documented content strategy. To bring it home -- 84 percent of b2b marketers who feel they are ineffective at content marketing don't have a documented content strategy.
So, strategy is important.
But, too many times I'll come by a b2b brand boasting an entire strategy of producing "white papers, blog posts and case studies." It's becoming so cliche´ -- will it still impress your clients? What about "outside-the-box" opportunities?
At the forum last fall, marketers and publishers discussed other ways to engage clients through content marketing, including videos, BuzzFeed-like lists and apps. For instance, Cisco produced a video that does not market its products but instead tells an engaging story about
telecommunications and networking, its industry (see left).
It's a video that one won't forget and still promotes Cisco as a knowledgeable leader in its industry.
There are many other non-traditional types of content that should be considered when developing a content strategy. For more, click here.