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Other Media, Cross-Media & Multi-Channel > Content Marketing

Research Uncovers C-Suite’s “Surprising” Thought Leadership Consumption Behavior

June 19, 2017

Recent studies have illustrated the impact of thought leadership with business decision-makers and how companies can stand out in a sea of noise. Now, a report [download page] from Forbes Insights and the Deloitte Center for Industry Insights provides additional context, demonstrating the formats that CXOs prefer. The results, as noted by the authors, are sometimes "surprising." Read more »

Agencies Are Confident About Profitable Growth This Year. Where Will it Come From?

June 9, 2017

Some 86% of agencies are confident that this year will be better than last in terms of profitable growth, according to a Society of Digital Agencies (SoDA) survey [pdf] of 126 executives primarily from mid-sized ($25M or less in annual revenues) digital agencies in North America. Emerging technology seems to be an area where agencies can drive revenue gains, per the report. Read more »

B2B Decision-Makers: Thought Leadership Can Make or Break the Sale

June 7, 2017

Thought leadership can have an impact throughout the purchase funnel, but poor quality content may ultimately drive decision-makers away, according to an Edelman and LinkedIn survey of more than 1,300 US business decision-makers who are LinkedIn members. Read more »

Top 10 Marketing Charts of the Month – May 2017

June 7, 2017

This month's quick-hit set of top charts includes the following topics: population shares, by age bracket; media consumption trends; media advertising heavyweights; most tolerated ad types; brand behavior on social media; email innovation efforts & KPIs; B2B digital priorities; inbound marketing challenges; and programmatic's "tech tax." Read more »

Marketing Performance Measurement (MPM) Efforts Prioritize Specific Channels & Content Impact

May 30, 2017

Only about 1 in 4 digital marketers at Fortune 500 companies believe that they're doing a very good or excellent job of managing their marketing performance data to produce a holistic view of their activities. That's according to a report [download page] from Origami Logic and Brand Innovators, which keyed in on the activities that respondents are prioritizing in their marketing performance measurement (MPM) efforts. Read more »

Inbound Marketing Prioritizes SEO as Traffic Generation Proves Challenging

May 22, 2017

Proving ROI has long been a top challenge for marketers. But marketers participating in HubSpot's latest annual State of Inbound report [download page] have bigger fish to fry: generating traffic and leads. In fact, growing traffic is not only a bigger challenge than proving ROI, it's also a bigger priority. Read more »

Top 10 Marketing Charts of the Month – April 2017

May 19, 2017

This month's quick-hit set of top charts includes the following topics: traditional TV viewing trends and live vs. OTT viewing; Netflix vs. cable-TV subscriber count; biggest video ad challenges; youths' purchase influencers; teens' top social platforms; businesses' use of social listening tools; marketing ROI headaches; most important PR trends; and fastest-growing e-commerce categories. Read more »

B2B Marketers Keep the Focus on Content

May 15, 2017

There's no content fatigue setting in among B2B marketers, according to the 2017 Digital Trends in B2B [download page] report from Econsultancy and Adobe. Not only is content marketing by far the top digital priority for B2B marketers this year, but it's also the discipline most likely to get a spending hike this year. Read more »

Mobile Marketing ROI Has Come A Long Way in the Past Decade, But Email’s Still Tops

April 25, 2017

Email marketing continues to provide the best ROI of any digital channel, closely followed by SEO, according to Adestra and Econsultancy in their latest Email Marketing Industry Census [download page]. The survey of almost 700 in-house marketers - the majority of whom are UK-based - found close to three-quarters (73%) reporting that email offers a good or excellent return on investment, with SEO (72%) also highly regarded. Read more »

What’s the Biggest Challenge in Proving Marketing ROI?

April 19, 2017

While most marketers feel that it's getting easier to prove marketing's impact, only slightly more than one-quarter of marketers feel very effective in their ability to demonstrate marketing's value internally, new research from TrackMaven has found. The main challenge appears to be attributing social and content to revenue, per the report. Read more »