This raises the question: don't these two results speak against content marketing as a marketing pusher? The answer is a clear no. The reasons for the content marketing skepticism lie in inadequate preparatory work (target group qualification and content audit) and sometimes botched implementation and qualification (tracking and customer journey).
According to the CMI study, companies that are satisfied with their content marketing measures are doing the following right:
There is a clear concept and the content strategy is documented.
Marketing communicates closely with the sales team and content marketing goals are clearly defined.
Many social media and target group-related Internet channels are used.
They accompany the content marketing norway whatsapp data process and use professional methods of follow-up and qualification.
The following value also documents how important the topic is for US companies: Over 60 percent of companies that successfully engage in content marketing hold a meeting at least once a week to discuss content marketing activities exclusively.
Another interesting fact is that companies' assessments of which channels are most efficient have changed. LinkedIn is the first choice for B2B requirements. There are over ten types of formats used for content marketing measures; the most common are blog posts and case studies.
Conclusion
Content marketing has grown up. In the USA, a lot of money is now being invested in these measures and, especially in the B2B sector, marketing departments are placing great emphasis on content marketing. Anyone who wants to operate successfully and sustainably in this area in Germany must turn all the wheels of the machine with a consistent content strategy . This applies to all three of the following content marketing process phases:
Conception and preparation (target group definition, competitor analysis and content selection);
Delivering content across multiple channels (based on a consistent customer journey);
consistent follow-up and utilization of newly acquired leads.
NetPress/Avidly Germany has an extensive team of content specialists. We are happy to support you in all phases of content production for your company. Contact us.