Post by jferdousy427 on Feb 19, 2024 23:42:46 GMT -8
Don’t look now, but content marketing has hit a wall. In the past month alone, experts at Marketing Profs, Interacter, and Forrester have questioned the legitimacy of what was once an online marketing and engagement cornerstone. But on what grounds? While the recent backlash against content marketing was to be expected (name one buzz worthy tactic that hasn’t met with criticism), I think the blame rests more on those executing content marketing campaigns, than on the tactic itself. You see, publishing a single whitepaper or shooting a Harlem Shake video isn’t content marketing. That’s mindless marketing, or content without a conscience.
While some 86% of marketers use content marketing as part of their Brazil Phone Number outreach strategy (this according to the Content Marketing Institute’s Content Marketing: 2013 Benchmarks, Budgets, and Trends report), the reality is that most are doing it wrong. Instead of focusing on content that builds brand sentiment, 79% of B2B marketers are wasting their efforts producing and sharing works that are designed primarily to increase brand awareness.
And herein lies the problem. Brand Awareness & The Sales Funnel Brand awareness is a marketing concept that measures consumers’ knowledge of a company, the products they offer and/or the services they provide. As such, content that builds brand awareness is mainly focused on getting the word out about your brand. Which is good, but not great. When it comes to generating sales and converting potential customers into paying customers, creating awareness is just the tip of the iceberg (or, better yet, the top of the sales funnel).
While some 86% of marketers use content marketing as part of their Brazil Phone Number outreach strategy (this according to the Content Marketing Institute’s Content Marketing: 2013 Benchmarks, Budgets, and Trends report), the reality is that most are doing it wrong. Instead of focusing on content that builds brand sentiment, 79% of B2B marketers are wasting their efforts producing and sharing works that are designed primarily to increase brand awareness.
And herein lies the problem. Brand Awareness & The Sales Funnel Brand awareness is a marketing concept that measures consumers’ knowledge of a company, the products they offer and/or the services they provide. As such, content that builds brand awareness is mainly focused on getting the word out about your brand. Which is good, but not great. When it comes to generating sales and converting potential customers into paying customers, creating awareness is just the tip of the iceberg (or, better yet, the top of the sales funnel).