Many b2b brands are aware of inbound marketing and PR, but some global challenger brands may face complexities implementing inbound tactics at a local level. On the surface, the concept appears simple: create engaging and relevant content and online audiences will organically be pulled towards your website, with a proportion resulting in leads and conversions.
The content marketing institute has published its latest annual survey which reports that only 38% of B2B marketers feel that their content marketing is effective. This is despite an enormous amount of resources being invested in inbound marketing strategies; with 42% publishing one or more times per week.
When asked who was responsible for content marketing the responses were Owner/C Level (23%), Product Marketing (19%) and Demand Gen Marketing (18%). The PR team came in fourth place with 15%. Perhaps this is the problem?
Champion will be publishing a series of eBooks featuring the perspectives of senior marketing leaders on their experience of working with brands including Buffalo Technology, Klout, Lithium, MobileIron, NetApp, Peer 1, Rackspace and Yahoo. The first 100 to register will receive an advanced preview.