The Essence of Content Marketing.

The Essence of Content Marketing.

As you already know, Content Marketing is a marketing technique using knowledge and experience of the company to promote its products or services. After lecture of chapter three you already know what the goals of content marketing are and what purpose it is for. 

In this chapter you will see what tools may be used to achieve these goals. Generally, each content marketing tactic has different objectives to achieve but basically we can indicate the following factors: 

» To drive traffic on the social web and company’s website; 

» To ensure quality and consistency; 

» To have a holistic view of the marketing strategy you should apply; 

» To answer the question how your content fulfils the expectations of your customer; 

» To control and manage online content;

» To create, gather and distribute content. 

Those tactics help to create a better content, and you must remember that the better content the more visible your product/service is. 

The importance of Content Marketing and its tools is confirmed by many researches. According to Content Marketing Institute, 91% of B2B marketers use content marketing. Results of research affirm also the significant role of tactics2 : 

» B2B marketers use an average of 12 content marketing tactics; 

» 11% of B2B companies use over 20 different content marketing tactics; 

» Companies with 10,000 or more employees use an average of 18 tactics; 

» 28% of B2B companies use 5-9 different content marketing tactics. The most popular tools, according to the same research are: 

» 87% of B2B content marketers use social media (other than blogs); 

» 83% of B2B content marketers use articles on their website; 

» 78% of B2B content marketers use eNewsletters; 

» 77% of B2B content marketers use blogs; 

» 71% of B2B content marketers use case studies; 

» 70% of B2B content marketers use videos; 

» 70% of B2B content marketers use articles on other websites; Regarding the effectiveness of those tools: 

» 67% of B2B marketers rate in-person events as the most effective content marketing tactic; 

» 64% of B2B marketers rate case studies as an effective content marketing tactic; 

» 61% of B2B marketers rate webinars or webcasts as an effective content marketing tactic; 

» 59% of B2B marketers rate blogs as an effective content marketing tactic; 

» 58% of B2B marketers rate videos as an effective content marketing tactic; 

» 58% of B2B marketers rate newsletters as an effective content marketing tactic.